Research On The Overseas Marketing Strategy Of Modern Tram In The CRRC Zhuzhou Electric Locomotive CO.,LTD

The modern tram marketing project is a mature part of China's manufacturing industry present production.Under the new economic normal,if China's high-end manufacturing industry goes abroad,enters the international market will ease the downward pressure on economic development,digest excess capacity of our country manufacturing industry,alleviate the tense situation of international trade competition.This paper selects the modern tram as the representative of the high-end manufacturing industry in our country,to study its marketing strategy to the overseas market,it is of great theoretical significance and practical significance.Based on the analysis of the modern tram in the overseas marketing of the internal and external environment in this paper,using the SCP model and five forces model to analyze the modern tram marketing project characteristic and the internal and external market environment,generalized that if the products of CRRC Zhuzhou Electric Locomotive CO.LTD want to seek overseas development space,the implementation of "going out" strategy is to meet customer demand for more features of technology products and services tailored to customers,implement differentiation strategy.Based on this,the article puts forward the modern tram overseas marketing strategy:product strategy,price strategy,channel strategy,communication strategy.The leading strategy channel strategy to occupy the target market,the formation of customer satisfaction in the minds of consumers,stimulate consumer desire to play the leading edge;then through brand strategy product strategy,establish and increase the modern tram brand awareness;after the formation of certain groups of customers in the target market,and then use the difference the product strategy of the strategy to increase product types and styles to meet different consumer needs.Through the above marketing strategy to speed up the modern tram marketing project "going out"the pace of the formation of international brands.The successful implementation of the marketing strategy of modern tram in overseas market requires the support of internal and external resources.Therefore,this paper puts forward the guarantee measures to improve and optimize the enterprise culture CRRC Zhuzhou Electric Locomotive CO.LTD organizational structure,optimize the allocation of resources to build the global industry layout,establish a sound development mechanism,product implementation of public-private PPP mode and the establishment of enterprise "marketing",increase the personnel training to construct the human capital advantage,cultural integration to build "full marketing"enterprise culture,etc.To ensure that the modern tram in the overseas market marketing success,to promote China's high-end manufacturing industry "going out"brainstorming.