Study On International Marketing Strategy Of CRRC Group Corporation

At the end of December 2016,Chinese high-speed railway operating mileage exceeded22,000 km,which ranked first in the world.Greatly easing the pressure of China’s railway transport.Undoubtedly,the positive affect of high-speed railway systems on the economic development and social progress is increasingly evident.With the implementation and development of Chinese "the Belt and Road ","Made in China2025 strategy" program and "Internet +" and other multiple strategies.International development of enterprises has become an inevitable fact,especially when "the Belt and Road" strategy gives Chinese enterprises broader international market.However,the current global economic development is not so optimistic,especially the development of resource-based industries,and equipment manufacturing industry which is the representative of the weak momentum of development.Overcapacity,fierce market competition and other issues have seriously restricted the development of related industries.In order to effectively solve these series of problems and in response to the national "high-speed rail to abroad" strategic plan,CRRC Group Corporation came into being in the year of 2015.This enterprise integrates the advantageous resources of the CSR Corporation and CNR Corporation to eliminate the vicious competition.Then,the ultimate goal is to compete with foreign veteran rail transport equipment manufacturing enterprises to win more high-speed EMU trains international market share and establish their own international brands.In order to achieve the above objectives that CRRC Corporation high-speed EMU equipment go aboard and to all over the world,there is the need of a comprehensive international marketing strategy.This thesis analyzes the international and domestic macro-environment,such as industry situation,competitors,products and market status,which are faced by CRRC Corporation.This thesis use Porter’s five force and SWOT analysis method to analyze the international marketing situation.At the same time,this thesis puts forward the strategy of international marketing of high-speed EMU equipment,and give the security and control measures for the strategy,which is based on the strategy of Porter’s competition strategy,STP,Product-market strategy and 4Ps and other related marketing strategies.