Research On Urban Rail Marketing Strategy Of CRRC Dalian R&D

CRRC Dalian R&D Company is the wholly owned subsidiary of CRRC,mainly developand product electric drive traction system and train internal network control system and related converter electrical products of the railway transportation equipment industry.The main customers are railway vehicle manufacturers,local subway companies and electrical equipment manufacturers in the industry.Although the company has strong technical strength and abundant product achievement,there is still a big gap on the overall accumulation of technology and application achievement comparing with foreign well-known large enterprises,at the same time,the competition pressure of business homogenization exists within CRRC,new competitors are increasing,the orders of the company are not optimistic under the situation.The company has the problems of single product category,insufficient marketing strategy and weak brand awareness in the urban rail market.This paper will take this as a starting point,through comprehensively analyzes the macro environment facing the company such as policy,economy,technology and society,the existing external environment such as market situation,customers,industry and competition,internal company ability and resources,and summarizes the advantages and disadvantages of the company.At the same time,through the market decision to determine two target markets: the northeast market with Dalian as its center and the central China market with Wuhan as its center,and determine the market orientation of "high precision".Through the above analysis and market decision-making,this paper develops marketing strategies from four aspects: product,relationship,service and brand.In the product strategy,by introducing technologies to improve the technological innovation ability and with industry chain derivatives to expand the business scope of the company;from the perspective of customer relationship and supplier relationship to propose strategies in relations strategy,customer relationship will puts forward concrete implementation measures from the aspects of marketing manager and company executives,the supplier relationship is deeply excavating the supplier resources to improve the marketing effect;In the service strategy,we can improve the service experience and service quality by deeply excavating customs' site demands,and improve the management of training and perfect the internal work.Brand strategy will elevate the company's popularity in the industry and social reputation by stages from product brand,expert brand and social value brand.Finally,providing guarantee to theresearch on marketing strategy of this paper through improving marketing attention and perfecting marketing mechanism.