A Study Of Marketing Strategies And Policies For Company A High-speed Business Unit

High-speed,as the key growth point of Chinese economy,impacts our machinery,electric,electron tremendously,and become a new symbol when demonstrating ourselves to the world.Looking backward,A company high-speed BU has closely cooperated and grown with domestic high-speed company together over the past years.Consequently,A company high-speed BU gained a lot from Chinese high-speed market.With the development of localization for Chinese high-speed train industry,the market share of the A company faces severe challenge——as the high-speed train technology introduction,digestion and absorption of domestic company,the standard high-speed train completely designed and produced by domestic company is forthcoming,at that time,the market will undoubtedly be impacted seriously.Due to A company high-speed BU didn’t change their marketing strategy and policy timely,therefore,how to stabilize the market share in the increasingly fierce competition in the market,and gain more benefits,how to develop new sales points in existing market,becoming a major problem to them.It is the background of thesis research,and main purpose as well.Under above circumstance,this thesis mainly uses the literature analysis method,the observation method,the comprehensive evaluation method,and combines the author’s experience in the company to take the current marketing strategy and policy of the high-speed BU of as the research object,try to find the relevant problems and make proposals for improvement.First of all,the thesis finds the target market is too single since the insufficiency of market segmentation as the problem of marketing strategy.Secondly,the thesis analyzes the problems of marketing policies through 4Ps theory.Afterwards,the thesis summarizes the BU strategy and marketing environment through SWOT.Based on previous basis,the thesis concludes new marketing strategy and policy: enriching product categories,improving service quality,setting up ladder prices,making customized souvenir.Wish that through this series of analysis and improvements could help enterprises to improve the market to achieve greater success in the big customers.