Font Size: a A A

China National Railway Locomotive & Rolling Stock Marketing Strategy Study

Posted on:2003-04-08Degree:MasterType:Thesis
Country:ChinaCandidate:W C LiFull Text:PDF
GTID:2156360062980825Subject:Business Administration
Abstract/Summary:PDF Full Text Request
China national railway locomotive & rolling stock industiy is a subsidiary body of Ministty of Railway. It provides locomotives, passenger cars, fieight cars and other equipments for railway transportation. Because of monopolization in the histoiy and closeness of market, also by "large and complete", its operation enters into maricet to a little extent, and so it relies on the purchase of locomotive & rolling stocks by Minisby of Railway. Limited purchase budget results in lovver efficiency and lovver profit of the operation of locomotive & rolling stock industrv, which sales hardly increase for nearly 10 years and it can only keep breakeven and occupies a small share on the intemational marketIn this thesis, the writer analvzes sharp outer operational environment changes fiom 2000 met by China national rail\vay locomotive & rolling stock industry. First, railway reform make it separated fiom and lose dependence on Ministry of Railway; second, intemal restructuring leads into competition mechanism and make it lose monopolization on some extent; and especially after entry into WTO, China's adjustment of its economic management mode, locomotive & rolling stock industrv' s losing of ttade protection, and the opening of railway transportation, ali of these vvill absorb more competition forces on the limited locomotive & rolling stock market resource. Even more, the competition betvveen transportation modes and foreign capitaTs entry into the distribution of railway transportation market resource threat the grovvth of locomotive & rolling stock marketHowever, opportunities always exist along ith challenges. The mode of railway reform, \vhich is "separation of the railway infrastructures fiom operations" and reforming of locomotive & rolling stock purchase and management svstem, will create a rational market structure for locomotive & rolling stock market and standardized competition environment Railway reform and high-efficiency operation aftenvards vvill be beneficial to raise competitive capacity on the transportation market, and make it possible to gain a bigger market share, \vhich vvill stimulate market demand of locomotive & rolling stock. They have been demonstrated by the fact that the gliding situation of market share nas been reversed after development measures of speed-raising of locomotives & rolling stocks since 1996. On the same time, China's entry into WTO make locomotive & rolling stock industry utilize resources on intemational market, especially impartially enter into intemational locomotive & rolling stock market and meet less trade baniers.The Porter's industry-structure pattem has been used in the above analvzes; strength, vveakness, opportunity and threat has been analvzed be way of the metnod of SWOT. Then the vvriter putfonvard total-cost leading strategy, concentration strategy on intemational market; and fiom a long-term point of view, the vvriter put fonvard entirety strategy on domestic market and localization strategy on the intemational market The analyzes break through the method that regards strategy making as the extend of rolling plan undCTtheplanningsystemoftiiinking,and break through 5-year system of strategy time-unit This can meet the need of the strategic development fiom the view of enterprise life-cycle.
Keywords/Search Tags:Industry, railway, locomotive & rolling stock, marketing, strategy
PDF Full Text Request
Related items