Study Of The Marketing Strategy For Knorr-Bremse Vehicle(Suzhou) Co.,Ltd

In recent years, with the developing of the economy, urban communications have been considered as the critical factor to enhance the development of city economy. Based on the background, the requirement for the urban rail transit has increased to much extent. Furthermore, higher criteria for the type and quality of urban rail transit has emerged. Under the background of globalization, domestic industries has confronted much threat from the international companies, while more funds have been provided into the scientific research by our domestic industries against this threat.As an international leader among the vehicle manufacturers, Knorr-Bremse Group Co., Ltd. has established a company in Suzhou in 2005, including sales, project management, engineering, manufacturing and other fully functional sole proprietorship. However, Knorr-Bremse, as a pure foreign enterprises, are also threatened by the growth of domestic industries and state support for state-owned enterprises, while the market share has decreased from 90% to 70% in the last five years. If Knorr wants to become the leader in Chinese market and also maintain the advantage, the company must conduct a comprehensive analysis of the market, and also develop an effective marketing strategy.This article has made a number of recommendations under the full analysis of Chinese railway market conditions and also the marketing situation of Knorr-Bremse actual marketing situation. The first chapter introduces the background, significance, research methods and framework; the second chapter reviews the development of international marketing theory, which mainly include the theory of PEST, Porter's five forces model, 4P and 4C marketing theory, SWOT analysis; the third chapter has provided the analysis of the Chinese vehicle equipment market competition in with the help of PEST, Porter's five forces model; the fourth chapter mainly discuss advantages and disadvantages of this company through SWOT analysis; the fifth chapter mainly offered many marketing strategies for Knorr based on the analysis of the company's own strengths and weaknesses; the sixth chapter describes the marketing strategy to ensure the smooth implementation of the above measures.At last, the analysis above could do more help for Knorr-Bremse to compete in the vehicle market in China.