Marketing Strategy Analysis For China High-Speed Train In Southeast Asia

In the past decade, China high speed railway has been developing very fast. China has owned the railway system with the most comprehensive high-speed railway system technology and the longest railway mileage with the highest speed trains and integration capacity in the world.CRC, a subsidiary of China CNR Group, is known as the manufacturer of high speed trains, and it has been occupying the leading position in passenger car manufacturing industry in China. In the past decade, through cooperation with French Alstom company, German Siemens AG, CRC has developed high speed trains in different speed range including250km/h,300km/h and380km/h, and it has become the domestic leader in the industry, and is internationally well-known. It has the capacity to export products for overseas users.High Speed train export has risen as part of national strategy, and how to achieve this ambitious goal has become a topic that is worth attention and study by railway industry and management. The article introduces the basic information of CRC Company, points out problems of CRC’s international marketing strategies, recommends international target markets and market positions after considering both internal and external marketing surroundings. By applying marketing and related discipline theories to this case, the author institutes proper solutions on product strategy, price strategy, place strategy and promotion strategy etc. This research will offer valuable reference to CRC’s marketing strategy. The main objective of the thesis is to probe into the experience from the process and analysis of CRC’s internationalization, and then provide some referential guide to China’s companies who want to internationalize. Hopefully it can be somewhat helpful to China high-speed train export.