The Study Of Gaoke Company's In International Marketing Strategy For Rrail Transit Fastener Systems

In recent years,with the continuous growth of Chinese society and economics,a great number of enterprises have made great improvements in their hard power and soft power.Within some industries,they even exceed the international average level.This allows the Chinese enterprises to join the international market competition.At present,with the completion of the domestic "eight vertical and eight horizontal"high-speed rail main lines and its operation,the rail transit industry has gradually exposed to a serious problem-overcapacity.In order to mitigate this issue and promote enterprises upgrading and transformation,the best solution is to expend the international market.Taking the Gaoke Company's international marketing strategy for rail transit fastener systems as a research topic,after reviewing their theories about sales&marketing strategy,and analyzing the international market situation and the international marketing situation of Gaoke,it is believed that Gaoke's integrated capabilities in design,R&D,production,inspection,and service,etc.based on its first-class quality products for high-speed railways in China in the past decade are the main advantages for its international market expansion.Driven by the development of China's high-speed rail,countries around the world have increased their investment in railway construction and implemented the strategy of "going global",which have provided good market opportunities for Gaoke.The pressure from international and domestic competitors,and also lacking of international marketing strategies are the main threats and disadvantages for Gaoke.All this have pointed out that Gaoke must solve the problems including failing to choose the target market,without define the market,without specify the strategic approach,and unable to design the marketing strategy.Focused on the problems discovered during the research,and using the theories and methods of marketing management,we have established a target market strategy for Gaoke,which to take its first step to join the European and American markets competition,afterwards the Southeast Asian market,and finally explore the African market so to break the monopoly of the international companies.The aim is to achieve sales revenue of rail transit fastening system in the international market over 1.5 billion by the end of the "Thirteenth Five-Year Plan";The proposed strategy includes:Integrate domestic advantageous resources to establish a consortium of rail transit fastening system to design and manufacture various product based on various requirements;Setup a relatively low price strategy for the target market;Apply channel strategy using Gaoke's overseas subsidiaries as a marketing platform;Register the international market Special Trademark(GSRC)for its brand promotion and services.Propose and implement protection measures and recommendations based on the international political relationships,"One Belt and One Road" strategies,Process of product development&design,product quality,systematic solutions,advantages of patent protection,marketing management models,brand promotion etc..In this way,the current low share of Gaoke's rail transit fastener system in international market as well as its marketing capabilities will be improved.Its international market for rail transit fastener systems can be developed in a fast,healthy and continuous way.Hopefully,this case study can provide some learning experience which can be useful for domestic companies with similar conditions in developing their international markets.