A Study On Marketing Survey For The Main Products Of JR

JR is one of the large-sized enterprises of CNR with simplex productstructure. The toilet system, which was developed in recent years, has broadenedthe product structure of JR. It has become one of the main products of JR. Wehope that it would bring considerable profit base on good performance on themarket. In that case, it is so important for realizing the development strategy ofJR.The toilet system is a kind of airtight sanitary system used on railwaypassenger car. As one of the green environmental protection products, it canavoid pollution along the railways brought by the traditional toilet. Now it hasbeen developed and popularized step by step in China.Now JR is facing the issue of promoting the toilet system market andgetting a sufficient share in the market. According to the general marketingmanagement procedure, this article means to research sales and marketingproblems in several aspects for the toilet system products of JR on the basis ofthe real market today.First of all, this article offer a brief introduction of JR and the railwayLocomotive & Rolling stock industry in China. According to the features oftoilet system, a target market was established with demand analysis andforecasting. Meanwhile the inner and external environment was analysedthrough EFE and IFE matrix. Therefore the external chances and challengeswere indicated, as well as the advantage and shortage of JR itself. By using themethod of SWOT, the marketing strategy of JR was pointed out. Then the toiletsystem marketing means was re-examined by utilizing 4Ps marketing mixstrategy methods. It focus on discussing the manner and measures of promotion.Consequently, some management suggestions were presented for marketingorganization, implement and control. Finally, this article further discussedmarketing innovation with the development trend of the market. Hopefully,these analysis and research could help to promote the market for the product.