Research Into The Development Of Trc Based On Its Strategy For The Urban Rail Cars Market

With the in-depth reform of Chinese economy, the railway transport industry of China has undergone new-round structure adjustment. The Chinese people have comprehensively understood the interaction of railway transport development and urbanization progress of China. The National Development and Reform Commission (NDRC) has raised further requirement on the urban rail transit development of China during the "twelfth-five-year-plan" period. So far, the NDRC has promulgated a series guiding policies to promote the sound development of urban rail transit industry. However, in recent years, the urban railcar manufacturers are suffering from severe market competition from overseas and domestic rivals. It is this competition that forces the manufacturers to reset their marketing strategies and marketing orientation, to review their advantageous resources, to quickly and effectively deploy their resources, and accordingly, establish the guidelines for quick and sustainable development of the urban railcar manufacturing enterprises.The predecessor of TRC was Tangshan Locomotive&Rolling Stock Works, which was founded in1881as the first factory of railway transport equipments of China. During its132-year development course, especially in recent ten years with the leapfrog progress of Chinese high-speed railways, TRC has not only accumulated plenty of experiences in high-speed EMU manufacturing and operation service, but also, thanks to its high-quality products, professionalized and standardized operation regulations, has gained extensive praise from domestic clients and strategic cooperation partners, as well as outstanding social reputation. However, at present, the Ministry of Railways is deepening reform, the traditional big orders for conventional railway passenger cars and high-speed EMUs are getting smaller. TRC has to look for business opportunities from the emerging urban railcar markets. But, because TRC is lack of mature technologies and products of urban railcar, and the sales personnel are lack of sales experience in this aspect, TRC is faced with challenges for its sustainable development.Under the heavy pressure resulted from severe market competition, and at the crucial moment of all staff members endeavoring for rejuvenation of TRC, it is top urgent for the authority of TRC to redefine its core resources and capabilities, distinguish its advantages and disadvantages, comprehensively analyze potential markets and market rivals, and based on this, rethink and reset its urban railcar marketing strategy and orientation, upgrade management concept, optimize human resources and material resources, so as to create a sound environment for TRC’s sustainable development.With the guidance of theories and practices of marketing strategy adjustment, this Thesis has profoundly illustrated the urban railcar marketing strategy and problems of enterprise management system of TRC, and raised proposals for optimizing TRC’s resources management, and redefined its core competitive advantages based on AHP (analytical hierarchy process). On the basis of the existing core resources and capabilities, and comprehensive knowledge of the marketing environment, this Thesis has pointed out the marketing orientation for the urban railcars of TRC, and provided a reasonable solution for TRC’s sustainable development.Based on the existing core resources and capabilities, and comprehensive knowledge of urban railcar marketing environment, this Thesis has reset the marketing entry strategy for TRC’s urban railcars. This Thesis can not only facilitate the staff members of TRC clearly understand enterprise resources and management capabilities and problems in its management system, but also provided valuable reference for perfecting the management system and rapid marketing reaction of TRC.This set of strategic change programs,which is gone by TC’s existing core resources and capabilities, based on the external environment to fully understand and grasp to rethink the strategic objectives and position, is not only to help clear its existing resources and the internal management issues, in order to further improve the internal management, and to provide a basis and reference to enhance the company’s operating efficiency; Further, it provides direction and supporting to help TC clarify the external competitive environment and use resources and capabilities rationally in the fierce market to achieve core competencies to ensure the company’s profit goals.