Times Electric City Rail Transportation Equipment, Marketing, Risk Management Study

Times electric corporation (TEC) is the leading train-borne electric provider and integrator for PRC railway. TEC possess comprehensive capabilities in research and development, design, manufacture, sales and customer service. During the competition with international group in domestic URT important equipments' marketing , TEC is success to break the forestall marketing by the owner-knowledge property's traction system. TEC makes great contribute to the development of the localization technology for PRC URT equipments.But TEC URT equipment marketing is to face the pressures of marketing competitions from the joint ventures and the international corporations; and face the pressure from the marketing demands increasing indefinability steadily; and face the risks and the pressures if the enterprise can be done more and more big, more and more strong.So that, the paper elaborates on marketing and sales situations with the PEST and Five-Force-models methods .the essay adopts the theories about sales risk management and the marketing management to identify and analyze the TEC URT marketing and sales risk. The main risk factors that the author concludes are that the relation market share is rather low, the market's demands increasing steadily is not definability, the product combination is not good, the difference between products is not more, the range about sales organization management is beyond reason, etc.The author concludes the risk factors on URT into three kinds of risks, the competition risk ,product risk and market organizational management. Then, the three kinds of risks are divided into 17 assessment indexes. then, the paper combines the qualitative and quantitive factors point of view to analyze the marketing & sales risks of TEC URT market. Applying multilevel fuzzy integrative evaluation method to evaluate marketing risk. It adopts research and misty method to analyze the qualitative indexes, introduces fuzzy mathematic in dealing with quantitive indexes and realizes to analyze and evaluate the TEC marketing & sales risks on URT .There are some risks on the marketing and sales of TEC URT, It will maybe make rather effectives to the TEC development.At last, the essay suggests to establish an organizational structure on TEC URT marketing & sales risk management. According to the theories on how to elusion and control marketing & sales risk, the paper gives some suggestions and measures to control the market & sales risk on URT market.The study method and procedure used in this paper and the advice of the risk management are significant reference value to study other market risk management in TEC.