Research On Marketing Strategy Of Changchun Railway Vehicles Co.,Ltd (CRC) In North America

Globalization is trend of the twenty first century.China has become part of World Trade Organization(WTO)and been implementing “Go Global” strategy for years during which more and more Chinese enterprises optimized their resources and devote themselves into international competition.CRRC Changchun Railway Vehicles Co.,Ltd is one of the largest railway vehicle manufacturers in the world.Since its first export project in 1995,the company has about twenty years' export experience.In 2014 the company was awarded Boston Red and Orange line metro car procurement project,and hence started set foot on land of North America.The paper applies qualitative method to analyses problems of CRC north American marketing activities,which includes technical barrier,immature north American supply chain and inadequate competence of marketing team.There are many reasons contribute to the above problems.The author analyses reasons of above problems based on characteristics of railway vehicle industry as well as market characteristics of the same industry.The reasons include difference standards of Chinese and north American market,no advance prediction of market and marketing strategy and dependency on external resources such as agents.The paper further analyses the economic environment and technical requirement,supply chain and existing competitors' capability in macro and micro perspective.Besides,the authors made SWOT analysis to figure out strength,weakness,opportunity and threat to CRC north American marketing,so as to facilitate marketing strategy design and increase the company's competence in the world.Finally,the paper applies 4P marketing theory,which includes product,price,place and promotion,to advise product strategy,price strategy,promotion strategy and marketing system development strategy.The effective implementation of any strategy shall be supported in several perspectives,such as deepening the company's strategy study,optimization of organization and marketing strategy,improvement of technical competence and management capabilities.