Research On Market Segmentation And Planning Of Dispatching Communication Products Of Company F In Railway Industry

Railway traffic dispatching communication system is an important communication tool to ensure the safe operation of railway trains.It is mainly used for the communication between traffic dispatchers of the railway,and realizes the four-level dispatching of China Railway Group,railway bureau group,station and section.According to the overall planning of China Railway Group,a new generation technical standard of multimedia dispatching communication system will be released in 2020,and the network will become flat.It will gradually evolve from three-level network of China Railway Group,railway bureau group and station into two-level Network of China Railway Group and Railway Bureau Group.As a leading dispatching communication manufacturer in the railway industry,company F's dispatching communication products are its main source of sales revenue.With the cancellation of station dispatching exchange equipment,the market capacity of the traffic dispatching communication products will be greatly reduced,which has a great impact on the dispatching communication business of company F and similar enterprises.This paper takes the customer demand of railway dispatching communication product market segment as the research object,product planning as the focus,combined with market segmentation theory,customer demand model,competitiveness analysis and other tools,to find new business scenario application opportunities for company F,and achieve the sustainable growth of the company's performance.At the same time,it can be used for reference in the selection of market segments and product planning for other dispatching communication enterprises of the same type.This paper focuses on the market segmentation and planning of company F's railway dispatching communication products.First of all,this paper introduces the development and operation of company F,then analyzes the macro environment of railway industry and the internal environment of company F,makes market segmentation research on the application of dispatching communication business in railway industry,analyzes the market capacity of dispatching communication products in market segmentation,and strives to explore possible market opportunities.Then we use the $APPEALS model of customer demand to analyze the product competitiveness of each market segment,and make clear that the railway traffic dispatching communication,dispatching emergency command,railway safety control,production dispatching communication and other market segments are the target market of F company's multimedia dispatching communication products,and formulate the corresponding market planning and product research of dispatching communication products in combination with F company's own characteristics development planning strategy.Finally,the paper puts forward suggestions on the implementation of the plan to adjust organizational resources to ensure the implementation of the strategy.In this paper,the market segmentation of dispatching communication products in railway industry,the competitiveness analysis of dispatching communication products in various market segments,and the planning of dispatching communication product market and R&D of company F are studied innovatively.The market segmentation other than railway traffic dispatching communication is proposed to expand the application scope of dispatching communication products for company F,and finds a new market growth opportunity.At the same time,in the aspect of product R&D planning,it puts forward the application of new ICT technology,breaks the boundary of traditional dispatching communication,realizes the integration of communication,information,Io T and other technologies,adheres to the application of dispatching command business in the railway industry market segmentation,and customizes solutions for the railway industry.