近年来随着我国国民经济的快速发展,人们的生活水平不断提高,以及政

府大力推动城镇化建设的重要国家政策,城市人口数量不断增加,对住房的需求

也随之大幅度增加,房地产欧亿·体育（中国）有限公司在过去几年呈现出高速发展的态势。作为房地产

欧亿·体育（中国）有限公司中配套产品之一的电梯设备,它作为楼宇中的垂直交通工具,在新建楼宇中

占有举足轻重的位置,因此电梯欧亿·体育（中国）有限公司也随着房地产欧亿·体育（中国）有限公司的快速发展而步入快车

道。电梯作为一个重要的垂直运输设备,却是一个舶来品,在二十世纪初从欧美

资本主义国家传入中国,早期占据国内绝大部分市场份额的是洋品牌,如:美国

奥的斯、瑞士迅达、円本円立、三菱等。国内电梯企业由于起步较晚、生产规模

小等原因而难以和洋品牌竞争。近年来随着国内企业不断进步,生产技术的不断

提高,以及通过合作引进国外先进技术和管理经验,国产品牌竞争力加强了,市

场份额不断增加,可在某些产品细分市场与洋品牌一争高下,但总体来说土洋品

牌之间的实力差距还是比较大的。

如何才能在激烈的电梯市场竞争中获得持久的竞争优势作为本土自主品

牌企业优耐德电梯公司也在不断的探索前进,本文的研究将为优耐德电梯公司提

供现实而有意义的竞争战略研究成果。

本文通过对我国电梯市场的发展过程,结合对优耐德电梯公司外部环境、内

部资源、能力、核心竞争力等进行深入的分析研究,从中总结出优耐德公司的内

部资源优势与市场营销与竞争的劣势,在此基础上运用波特五种力量模型、关键

内外部因素矩阵分析法等理论制定出可供选择的优耐德电梯公司的竞争战略。最

后根据上述研究得出的竞争战略,确定优耐德公司竞争战略实施方案及措施,为

企业的经营提供正确的目标导向,为公司未来的发展提供战略方向。

通过本文的研究,为优耐德公司提供了基于理论和实际结合的市场竞争战

略。而且,对于国内同类型电梯企业,面对相同的市场竞争下,这种竞争策略同

样是值得借鉴的。

关键词:电梯;市场、竞争;战略

ABSTRACT

With the national economy developing rapidly in China recently,people's living standard is

enhanced, and the government released the policy to push the construction of new style city in

country, the population in city increased fastly, it would be demanded more house for people's

living. The real estate has been developing rapidly recently. As the main supplier of the real estate

and the most important equipment taking people up and down in the building, elevator industry

also grew fast with the development of real estate in China.

Elevator is a special equipment, it was invented in the united states over 150 years ago.

Many famous elevator companies like Otis, Schindler,Mitsubishi,Hitachi have been to China and

established their business from 1980's, the local elevator companies were not stronger enough to

beat the international companies, so they lost lots of market in China. Via the management

cooperation and introduce foreign technology, the local companies are growing fast and became

stronger,the market share are also growing up, they can beat the international companies in the

low price product market.

Unite elevator company is a local company, the management of Unite are finding the way

how can the company develop the advantage in the competitive market This article took a

research to find out competitive strategies providing to Unite .

This article explained from the history of elevator in the world to the development of Chinese

market, analysis external environment and internal environment, the resource, ability, core

competencies etc. of Unite company to find out the internal advantage and the weakness in the

market, used the tool of strategy management such as: Michael Porter's Five Forces Model; EFE;

IFE; SWOT etc. It was finally found out the suitable competitive strategy to Unite,indicated the

company to develop in the correct way to reach the strategy tai^et.

We^providedlhe rcsultof the research basis oxUheAeorj^of the-strategy mmagement ^id

market environment in China. It's not only for Unite, but also for all local elevator companies in

China. I'm looking forward to give some useful idea for our local elevator company to achieve

their strategy target!

Key words: elevator,market, competitive, strategy