| 2018 national railway investment in fixed assets of 802.8 billion yuan,more than expected in early 732 billion investment plan,including a new creation the emu bidding nearly 60 billion yuan,emu trains senior bidding $20 billion,in new emu contact for several years to maintain behind there is no change in the level of around fifty billion,emu trains senior market is growing rapidly,emu trains senior fix the size of the market in 2020 is expected to reach 30 billion yuan.CRRC tangshan co.,LTD.,as one of the high-speed railway emu manufacturing enterprises affiliated to CRRC group,covers an area of 4.04 million square meters,with total assets of more than 28 billion yuan and more than 10,000 employees.In 2017,its operating revenue reached 15 billion yuan.In the emu new construction,maintenance and urban rail and subway market occupies an important position.At present,CRRC tangshan has encountered problems such as slow growth of orders for newly built bullet trains,small increase in the company’s overall operating revenue and even a slight decline from the historical peak,extensive advanced repair business model for bullet trains,and no differentiated marketing for customers’ personalized needs.This passive marketing model is bound to bring more problems,such as: customer satisfaction is gradually declining,it is difficult to contend with the impact of competitors,the quality of staff is uneven,and affect the subsequent orders of enterprises.In the face of all these problems,this article from different angles and levels to the car in tangshan company’s present situation,existing problems and causes problems has made the analysis,pointed out in the car of tangshan company’s problems are due to historical reasons influence,lack of core competence,enterprise visibility and reputation is not high,high-speed emu the industry profits decline,lack of state-owned enterprises staff’s work enthusiasm and large state-owned enterprises are facing the transformation of the difficult problems.This paper analyzes the influence of current macro environment on the senior repair marketing of CRRC tangshan company from four aspects of national macro policy,economic environment,cultural environment and technical environment with PEST analysis method.The micro-marketing environment of CRRC tangshan company is summarized from five aspects: suppliers,customers,potential competitors,substitutes and competitors in the industry.After a deep analysis of the advantages and disadvantages of the internal operating environment of CRRC tangshan company as well as the opportunities and threats existing in the external environment through SWOT analysis method,it paves the way for the formulation of the marketing strategy for the advanced repair of the following emu group.Aimed at the characteristics of the car in tangshan emu senior repair,according to the geographical factors,mu trains senior level,customer loyalty three dimensions of the emu,a senior market segmentation,and on this basis to target market selection for existing customers,increase the viscosity of existing customers,widen the scope,improve the quality,in the existing good relations on the basis of the relationship to the next level.Tangshan car company in the end of the article for the emu senior repair marketing to develop the marketing mix strategy and implementation of security,first generalizes the existing product line according to the Boston matrix,and then to product pricing and promotion constructive Suggestions are given,finally from personnel,service process and physical features three aspects proposed raising service personnel integrated quality,improve customer user experience,all show customers the company strength,etc.The enterprise should reasonably control the cost,shorten the repair time,refine the repair process,train qualified personnel,and ensure the smooth implementation of the marketing strategy through the full support of the above four aspects. |
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