Research On Marketing Strategy Of Bombardier's Signal System Product In Chinese Urban Rail Transit

With continuous improvement of comprehensive national strength,China as a powerful economy can deal with more and more economic elements.Every transnational enterprise plans to develop the business in China and hopes to join Chinese expressway.Today,there are 43 cities with permission of rail transit construction and total investment is beyond one thousand billion,also the average annual investment is above 400 billion.In 2018,more than two hundred cities are building urban rail transit lines,and much more cities are doing rail transit pre-planning.In future ten years,Chinese urban rail transit market still keeps higher speed increase.After finding and analyzing a large quantity of literatures,the result is that related experts and scholars mainly research rail transit market strategy of mechanical and electrical products from a macro perspective,which break away from project examples;researches on Chinese market strategy of rail transit transnational enterprise mainly focus on localization level and cannot touch industry characteristics.Above status make marketing research of rail transit mechanical and electrical products no deep enough,which lead to a strong generality but weak practicability in marketing strategy.Taking Bombardier Signal-System products as the research object,this paper tries to design a practical and targeted marketing strategy in order to ensure the feasibility of marketing strategy.After the investigation,the marketing problems in Bombardier City Rail signal system products are found,such as,respond to customer lately,advantage tags without difference,project acquisition limited by integrators,needing to be improved customer trust and fragmented power of localized marketing.And then,through the preliminary diagnosis,it is concluded that the disconnection of project is related to the respond to customer lately,the value measurement is related to the non-difFerentiated advantage label,the single channel is related to the acquisition of the project limited by integrators,the brand construction is related to the impact of enhancing the customer's trust and the enterprise boundary is not suitable to develop in the track industry,which is involved with that the culture of enterprise fails to root and enrich the local common as well as the dispersed localization marketing power.This paper emphasizes Chinese urban rail transit industry specific characteristics with Bombardier business environment.Based on recent Bombardier signaling system product business status,through design dimension of marketing combination theory,we deeply analyze defects of current marketing strategy.Adopting the way of building up PEST,SWOT,Potter five forces models,from macro and micro views,research Bombardier signaling system products marketing status.Combining theory with practice,we anatomize marketing difficult problem for decision-making on the choice of marketing strategy:adopting the leadership strategy in the sub-market of monorail and APM,adopting the follow-up strategy in the Metro and market segments,applying the benchlarking strategy in a fully automated market segment and buying shares or acquiring competitors in proper time.On the design of marketing strategy,this paper combined with the 4E theory of industrial products marketing redesigns the project marketing strategy,value marketing strategy,channel marketing strategy and trust marketing strategy,such as,In the project marketing strategy,the project research method is rebuilt,the cooperation of public relations in the early stage of project is performed,the project bidding is adjusted and optimized,the project execution is marketed and the project after sale is orientated by value.In the strategy of value marketing,the client value marketing carried on,the self-end value is controlled and the co-creation value chain advantage is reflected.In channel marketing strategy,channel expansion is constructed,channel satisfaction is built,channel conflict is managed and closed-loop channel drive is driven.In trust marketing strategy,the brand is built and consummated,the crisis is management,the trust marketing platform and benchmark project is built.And then,in order to implement the marketing strategy,internal auxiliary measures are put forward that a joint venture company and regional research and development center is set up,the marketing organization structure is adjusted meanwhile,the corporate culture is rooted and enriched.Finally,the effect of marketing strategy is evaluated and is performed stage assessment.Urban rail transit signaling system industry has much more technology content and obvious industrial characteristics,while,related marketing research is less.The purpose of this paper is from the view of marketing to analyze signaling system industry business status and marketing problem.The obtained conclusions has certain reference significance for the marketing research of urban rail products.Besides,in order to solve real problem and find the defects of current marketing strategy,the author hopes the research results can promote company development and provide the reference for urban rail transit transnational enterprise Chinese marketing strategy.This study includes 23 figures,20 tables and 119 references.