The Study On Russian Marketing Strategy Of High-speed Railway Bridge Bearings Of Zhuzhou Times New Material Technology Company

At present,There are some problems in China's equipment manufacturing industry,including weak development momentum,excess production capacity,and fierce market competition,which seriously restricts the development of related industries.In order to solve this problem effectively and in response to the country's "high-speed rail to go out" strategy,Zhuzhou Times New Material Technology Company integrate various advantages of resources and develop overseas high-speed rail bridge products market.Among the countries along the “One Belt and One Road”,Russia's transportation infrastructure is lagging behind.The market demand for high-speed railway bridge bearings is large,but the design experience of Russia's domestic bridge bearing production enterprises is insufficient,and the material technology level and patent level are general.That is exactly the good opportunity for Zhuzhou Times New Material Technology Company to develop Russian markets of High-speed Railway Bridge Bearings.In order to guide Zhuzhou Times New Material Technology Company's high-speed railway bridge bearing to enter the Russian market successfully,Taking the international marketing environment and market strength and financial strength as the starting point and foundation,this paper introduces the STP theory,4PS theory to design the marketing strategy and implementation plan.The results show that: Zhuzhou Times New Material Technology Company should choose the target market scientifically and rationally and enter Russian market through the "light asset cooperation" or "light asset + joint stock cooperation " model.Implementing product strategy from three aspects: product quality,product adaptation,and product service;choosing short-channel,direct-sales methods to sell bridge bearing products;using the follow-up pricing method or sealed bid pricing method;Conducting communication strategies in terms of promotion,public relations and advertising.Measures should be taken from the aspects of institution,organization and finance to ensure the smooth implementation of marketing strategies.The implementation of Russia's marketing strategy for Zhuzhou Times New Material Technology Company's high-speed rail bridge bearings will help expand the company's influence in the international market and expand the international market in other regions.In addition,it has important reference value for other companies to expand the Russian market.