Research On The Marketing Strategy Of Urban Rail Vehicle In Tangshan Railway Vehicle Co., LTD

With the fast development of urbanization, the urban population increases rapidly and the traffic congestion gets worse, which boosts the rising of convenient, fast, low-carbon, and environmental urban mass transit. The new-built mileage of the urban railway in the future ten years will be six times of the total mileage in the past forty years'. It brings the flourish development of the equipment manufacturing of the urban mass transit and the establishment of relatively full competitive, regulated domestic market constituted of seven equipment manufacturers and twenty-eight railway operation enterprises.Combined with the foreign operation model, this thesis analyses the development and situation of the domestic urban railway transportation to predict the developing direction and the feature of domestic urban railway. Based on introduction of domestic manufacturers, we focus on research of internal and external situation of TRC and its marketing strategy with the "Five Force Model". Some problems about TRC's marketing strategy appear by combining with the internal and external environment, advantages and disadvantages. Therefore, we propose the marketing suggestion of "one divided into two" and "new-old combination" and some guaranteeing measures for marketing strategy-implementation. It is hoped that the suggestion and measures be helpful for TRC's intercity railway marketing strategy to acquire the order.