Study On The Marketing Case Of EMU Business Unit Of CSR Times Electric Company

Rail transportation as a kind of safe and reliable, fast and comfortable, large capacity, low carbon economical transportation, has become the focus of world transportation development. Recently, china developed fastly in high speed railway, intercity railway and subway, and has received a remarkable achievement. With the development of domestic rail transportation, UMT equipment industry has become more and more compted, the large scale enterprises in this industry must promote the level of marketing strategy, improve response velocity, then they can meet the needs of development of industry competition. This is a focus of our study.CSR Times Electric Company is a leading complete sets of electrical equipment supplier for domestic rail transit equipment. Taken EMU Business Unit as a research object, systematically analyzed its inner and outer environment by PEST and SWOT, pointed out its strength, weakness, opportunity and task in high-speed transportation. On the case of production pricing, analyzed through the six steps of marketing management pricing designing strategy, we concluded enlightenment that to response customer’s demand rapidly, to earn a reasonable profit and to produce differential products. On the case of overseas project bidding, analyzed purchasing staff and decision maker, concluded enlightenment about overseas project bidding. On the case of research of toilet marketing, studied each target particularly, using "potter five analysis model" to set implement of rail transit to analyze the profitability of the industry, points out the marketing risks, and gives the corresponding countermeasures. On the case of " manufacture plus service" marketing, conclude the company should transit mode from manufacturing to " manufacture plus service". Horizontal integration of the existing business and product promotion of existing customer market can expand the scale of the company’s operating incomes, establishing community of interests with key costumers and making strategy cooperation can enhance company’s competition strength.Lastly, based on the analysis of the case, we proposed further suggestions for CSR Times Electric Company’s marketing development:enhancement on unit set construction and promoting brand strategy is necessary and adjust company’s overseas marketing strategy can do better for the development of overseas business.