Research On Vossloh(China)Localized Marketing Strategies For Chinese Tramways Field

The urban rail transit system has become a very important solution that can relieve the traffic congestion in large and medium-sized cities effectively and it becomes a very important part of Chinese infrastructure construction.Chinese "Thirteenth Five-Year Plan" further emphasized that the urban rail transit system needs to strengthen the construction and declared that its requirement will be further reduced from more than 3 million people to more than 1.5 million.This provides a good chance to tramways development in Chinese second-third-tier cities due to its low cost,quick opening and operating characteristics.In such a market context,Vossloh Fastener Systems(China)Co.,Ltd.(hereinafter referred to as Vossloh)entered this market and rapidly occupied more than half of the tramways fasters contracts from 2012 to 2015year with its mature fasteners products,but it lost all the contract since 2016year.Finding the problems in its marketing strategy and proposing the corresponding solutions is the main point which needs to be solved in this paper.This paper takes Joint venture of the multinational enterprises-Vossloh China as the research object and analyzes the localized marketing strategy of fastener products.In the first place,the writer served as Senior Sales manager at Vossloh and has a deep understanding of its product,marketing strategy and management system.Secondly,this paper starts analyzing in the background of Chinese existing macroscopical environment and tramways industry,using PEST,Porter's five forces model to analyze the marketing environment,to explore new direction of Vossloh's marketing strategy in tramways.Finally,within SWOT analytical model,this paper proposes the discussion on company's business strategy from the perspective of "updated" in three aspects:developing the new fastener with local design institute,using of joint venture partners'resources,improving the bargaining power and cooperating with the competitors.It also provides two corresponding supplementary measures for new business strategy:optimize the sales organization and establish a Chinese product R&D center.The paper provides a certain reference and has a strong practical significance for Vossloh and the multinational manufacturing companies in urban rail transit system.