Research On The Marketing Strategy Of China's Expansion Of Southeast Asia's HSR Market

High-speed railway(HSR)has advantages over normal speed trains such as saving land and other resources,protecting environment.It can also create job opportunities,stimulate consumption and promote tourism to boost economy.Besides,due to people's requirement for high transport speed and enhanced environmental consciousness,HSR has attracted attention of an increasing number of countries and regions because it is energy-saving and environmentally friendly.After decades of development,China has made many technological breakthroughs in HSR and become one of the HSR powers in the world,having mature technology to explore overseas market.The going out of CHSR(China High-speed Rail)will significantly promote the upgrade of export pattern,transforming from trade in goods to trade in technology and service,making China a real world power.It is a fact that HSR is the development trend of railway in the world and acts as the"engine" of economic development.The high demand for HSR in the international market definitely offers a new opportunity for CHSR to go abroad.Backed with the national strategy of China's equipment going out,CHSR diplomacy has become an essential means to promote "One Belt and One Road" initiative.Sino-Thai Railway cooperation project has recently made great progress thanks to Premier Li Keqiang's promotion.Senior Chinese government officials think that Sino-Thai Railway construction exactly meets the demands of development and common interests of the two countries,which is of great significance to promote the regional interconnection.As a key part of Trans-Asia Railway Network,China-Southeast Asia railway plays an important role in promoting multilateral economic and trade cooperation among China and Southeast Asian countries.It is of great importance to realize the interconnection between China and ASEAN,even the construction of Eurasian economic corridor.In addition,there are three railway lines in Trans-Asia Railway Network plan,the total length of which is 15,000 kilometers,implying great potential and high demand in Southeast Asia's HSR market.However,none of the Southeast Asian countries have HSR construction technology yet.If they determined to construct HSR,they had to import HSR products and techniques.Therefore,China can make full use of the advantages of super quality with lower price of HSR to seize the opportunity to explore Southeast Asia's market,which is good for Southeast Asian countries to resolve the problem of construction funds.The thesis is divided into seven chapters.Taking the expansion of HSR market in Southeast Asia as the object of the study,the thesis analyzes the Southeast Asia's HSR marketing environment and competitiveness of CHSR industry based on PEST analysis and Porter's Diamond Model respectively.Then the opportunities 'and difficulties of the expansion are discussed and marketing strategies are proposed.It intends to provide some references for the CHSR expansion in Southeast Asia.The first chapter is an introduction,including research background,research significance,research methods and research theory.The second chapter is literature review.The current studies are focused on CHSR's advanced technologies,products and services.There are few researches about marketing strategies of CHSR exports to Southeast Asia's market.The third chapter introduces the history and development trend of HSR in the world as well as in the related countries like Japan,France,Germany,the U.S.,and China.As a latecomer,with rich experience in construction and operation accumulated in the last decade,China has become a HSR power by implementing development policy of'"introduction,digestion,absorption and innovation",formulating a specific development plan.Because the majority of Southeast Asian countries are underdeveloped in railway,they are urgent to improve the transport to meet the economic development demands.Therefore,they have also drawn up long-term development plans of railway construction.The fourth chapter analyzes the macro marketing environment of Southeast Asia's HSR market through PEST analysis.In terms of political factors,even though political systems of Southeast Asian countries are complicated,their political environments are relatively stable and they have maintained friendly multilateral relationship with China recently.In terms of economic factors,the majority of Southeast Asian countries are developing countries with poor heavy industry.Although economy is relatively backward,they attach importance to infrastructure construction with strong environmental awareness.In terms of social factors,Southeast Asian countries are rich in social culture and easy to accept new things.In terms of technological factors,none of Southeast Asian countries has HSR technology at present because of the poor heavy industry.The fifth chapter is devoted to the analysis of CHSR industry competitiveness through Diamond Model.Compared with other competitors,China has incomparable advantages,especially in the aspect of cost.Strong domestic and international demands as well as higher requirement in HSR from consumer promote CHSR industry to innovate,which also enriches its construction and operation experience.Also,China has constantly summed up past experience in firm structure,strategy,and rivalry to overcome its weaknesses.Its competitive advantage has been increasingly strengthened.In the respect of government,CHSR has got strong support from Chinese government in the fields of macro management and diplomacy.Besides,with the development of China-ASEAN Free Trade Area and "One Belt and One Road" initiative,CHSR enterprises are offered a new opportunity when going out.Based on the analysis of the preceding two chapters,the sixth chapter puts forward suggestions for CHSR enterprises to expand Southeast Asia's HSR market after discussing the possibilities and obstacles of the expansion.In terms of product strategy,relevant CHSR industries should cooperate with Southeast Asian technicians to develop and design HSR products and services which can be easily accepted and preferred by local people.In terms of price strategy,CHSR enterprises should carry out such pricing strategies as value-based pricing,market penetration pricing,discount pricing.In terms of place strategy,CHSR enterprises should implement direct marketing strategy and horizontal marketing strategy.In terms of promotion strategy,CHSR enterprises should put more stress on advertising and actively participate in trade fairs so as to attract attention of Southeast Asian countries.In terms of power,Chinese government should establish a specific committee to strengthen its standardized management and provide strong diplomatic support,in addition to innovating financing methods and establishing a demonstration project to promote CHSR's development.In terms of public relations,CHSR enterprises should hold press conferences regularly and dedicate themselves to Southeast Asian charity,which can create a good image and improve CHSR's reputation rapidly so that Southeast Asian people may accept CHSR more actively.The seventh chapter is the conclusion.Research findings and implications are summed up.