Research On Marketing Strategy Optimization Of A Railway Equipment Manufacturing Company From The Perspective Of Marketization

Railway is an indispensable infrastructure network for social development.In the past five years,China’s railways have completed 3.8 trillion yuan of fixed assets investment,and the operating mileage of railways has increased from 127000 kilometers to 155000 kilometers;The mileage of high-speed railway has increased from 25000 km to 42000 km.According to the national plan,the investment in railway will remain at a high level in the future.At the same time,with the development of economy and society,the urban rail transit market and local railway market have great potential;With "the Belt and Road" initiative,China’s high-speed rail projects have blossomed around the world.In this context,the scientific research and manufacturing capacity of China’s railway equipment manufacturing industry has also been significantly improved,and remarkable achievements have been made,entering a period of rapid growth.As the world’s largest professional manufacturer of switch machines,A Company has long relied on the special advantages of state-owned enterprises to survive and develop,and the market competition pressure is low.Now the company is facing market-oriented transformation,as well as domestic large enterprises and international well-known enterprises increasingly fierce competition,urgent need of marketing strategy optimization countermeasures.This paper takes A Company as the research object,uses PEST analysis model,Porter’s five forces analysis model,and SWOT analysis model to comprehensively analyze the macro and industry marketing environment of A Company,as well as its own advantages and disadvantages.Based on STP theory,the target market is selected and positioned.Finally,according to the above parts,based on7 Ps marketing theory,marketing strategy optimization countermeasures and implementation guarantee are proposed for A Company.This paper finds that there are some problems in the marketing management of A Company,such as single product structure,single positioning,inflexible price,monotonous marketing channels,old-fashioned promotion methods,unreasonable arrangement of marketing team personnel,insufficient tangible display,and weak feedback to customers in the service process.And put forward the marketing strategy optimization countermeasure.Product aspect,put forward to optimize product development;In terms of price,multiple flexible pricing is proposed;In terms of channels,we propose to enrich marketing channels.In terms of promotion,the combination of push-pull promotion is proposed.In terms of personnel,put forward the rational use of marketing team personnel;In terms of tangible display,"entity + virtual" is proposed to complement tangible display.In terms of service process,the feedback of big data enabling service process is proposed.And from the marketing center organizational structure reform,marketing center personnel assessment management,marketing concept change,improve customer data management,build information production marketing system and other aspects,put forward systematic implementation guarantee.This paper focus on the marketing strategy optimization research of railway equipment manufacturing enterprises under the market,combining theoretical research with enterprise practice.Through the analysis of A company,it proposes the marketing strategy optimization countermeasures and implementation guarantee for the company,and hopes to provide reference for the railway equipment manufacturing enterprises to optimize and implement the marketing strategy.