Study On Customized Marketing Strategies Of CSR Shijiazhuang

Relying on the development of the national economy and the railway transportation, railway wagon industry has long been of strong planning and policy orientated. Most of the railway wagon manufacturing enterprises are lacking of market operation experience and relevant talents, without clear market positioning, as well as systematic research for marketing mode and strategy. Along with deepening of the state railway system reforming and the market operation, railway wagon industry is facing a period full of changes. Increasingly market competition between manufacturers and marketing pressure for the products going along with the more clear market segmentation and diversified customer needs. Hence, from the viewing angle of the whole industry, basic conditions for researching the application of modern marketing theory in railway wagon manufacturing enterprises has achieved.In taking CSR shijiazhuang Co., Ltd as an example and analyzing the current situation of railway wagon industry and the actual situation of the company, the domestic marketing of the company has been discussed and researched in this paper by using both qualitative and quantitative methods such as literature research and investigation, etc. In considering the characteristics of industrial products marketing and utilizing theoretic and researching tools such as customized marketing theory, strategic group analysis, diamond positioning model, and customer delivered value theory, the comparative advantage and differences of the company has been found, the target market and position has been determined, and the customized marketing strategy has been further researched.This paper organizes the core content mainly in three parts, firstly, customer demand and value has been deeply analyzed by following the steps of find, select and achieve by applying the diamond positioning model, hence the market segmentation and target market selection could be realized to target the aim of customized marketing and company position. Secondly, in guiding by the customer demand and aiming for decrease the total cost and increase the customer satisfactory, the key processes and factors in business procedure has been analyzed by applying the theory of 4Cs, to optimize the process, integrate services, provide users with complete transport solutions, and design customized marketing strategy for the company. Finally, implementing measures and support schemes have been decided to ensure the effective implementation of the customized marketing strategy. For all, the purpose of this paper is to make a marketing strategy suitable for the company development, and provide references for relevant work and researches in railway wagon industry.