Study On Marketing Strategies Of Railway Rolling-stock Manufacture Enterprises

With the development of global economy and improvement of our country market economy, state-owned enterprises of railway rolling-stock manufacture are faced with vehemence international and domestic market competition; Enhancing marketing and enlarging marketing share is the key of enterprise development. Basing on analysis of railway rolling-stock manufacture industry, using marketing basis theory, this thesis discusses marketing strategies in Wuchang Rolling stock works belonging to China Southern Locomotive & Rolling Stocks Industrial (Group) Corporation as a instance, and brings up basis idea in enterprise marketing.After briefly explaining the study backdrop, purpose and meaning, the paper introduces correlating theory of the study, therein stressing the 4Ps marketing mix . Basing on these theory, the paper analyses characteristic, marketing environment, market demand, buyer behavior, and competition situation of domestic railway rolling-stock manufacture industry. Basing on the analyses, combining the practical circumstances about Wuchang Rolling stock works, gives 4Ps marketing mix. At the end of the paper, indicates enterprise should constitute correlating suited measures in order to realize its marketing aim. The paper also indicates expectations and the shortages about the study.