Research On The Product Strategy Of BR Company Under Monopolistic Market Conditions

Based on the background of the research on product strategy of BR company under monopolistic market,in particular industry background,the conditions of the monopoly market-WOFE does not allowed to product or assemble the whole rail transportation vehicle and bogie products in China.based on this,The business of BR company was blocked,as also the using of traditional product strategy,marketing mode and the company's overall business suffered a great impact,even in the face of the factory closed position.BR's rapidly changing product strategy and take the corresponding marketing strategy turn to immediately,analysis the current situation of BR company and marketing based on the situation of the BR company should gradually change the product strategy,focus on the localization of products and maintenance services related to the core business product marketing strategy research.First of all,through the introduction of the external environment analysis and the relevant theoretical basis,objective analysis of the BR company external environment related to rail transportation equipment industry environment,market environment and development trend analysis,analysis and summarized that the implementation of the localization development strategy,will help the transformation of BR company and bring new market opportunities;as also with the domestic rail transportation equipment manufacturing industry is developing rapidly,both the vehicle maintenance and other related services has gradually entered the peak period,to provide the systematic and comprehensive service solutions for users will also bring new opportunities for BR company.Through the theoretical basis of introducing marketing theory 4Ps and theory of monopoly advantage,analyze the internal and external factors from the key customer demand and purchasing control behavior,comprehensive analyzing the interior and exterior environment factors,marketing conditions,marketing status and external constraints which BR company is facing,raised the design scheme of BR company's product strategy.Combined with the actual situation of the enterprise,the detailed analysis in the monopoly market conditions,BR company how to use their own advantages to develop the localization marketing strategy,the value of customer demand to realize the transformation of product strategy based on marketing strategy,and how to implement the new marketing strategy and to create the barriers to competition,finally create a new blue ocean.Based on the internationalization strategy,the product marketing strategy of BR company is put forward,and the product strategy is analyzed in details.Finally,base on the research and analysis results,in the view of how to implement the new product strategy,the supporting measures for the implementation of the scheme are raised.Including human resources security mechanism,organizational culture and organizational structure,the construction of information system,performance evaluation index related KPI setting,to ensure that the new product strategy air plant.Through the research of BR company's product strategy,it has a certain reference for the similar WOFE regarding on the transformation base on localized marketing mode,However,due to the writer's writing level and knowledge level,some viewpoints are not necessarily comprehensive and correct,this article only for reference.The single and closed features of the railway industry determined that the market environment is not open,and following the continuous development and maturity of the domestic rail transportation equipment manufacturing industry,will also change the original concept "market exchange for technology".BR company is a multinational enterprise,based on its internationalization strategy,change the lead product strategy using its own technology advantage and air plant,provides practical reference to the same industry.The innovation of this article is to consider the development of product strategy from the perspective of the external environment constraints,systematized thinking and overall strategic transformation,product strategy,marketing strategy,sales strategy and other factors,so that the new product strategy is easier to meet the strategic needs of top management,and air plant in domestic market.