Research On Marketing Strategy Of Crrc Changchun Light Rail Vehicles In Australia

With the rapid population growth in major cities around the world,traffic jam keeps deteriorating.Moreover,with the strengthening of people’s awareness of environmental protection,the green transport has got in the line of hot topics.Under this situation,railway transport stands in the first choice of many cities’ infrastructure building plan for its high capacity,high speed,high safety and stimulating effect on the economy.At the same time,with the "going out" strategy and the "Belt and the Road" cooperation initiative,Chinese enterprises have comprehensively promoted their internationalization.And China’s high-speed rail,known as "China’s golden business card",shows the power of our country to the world.As one of the largest subsidiaries of CRRC Group,CRRC Changchun actively responds to policy calls,meets market demand,vigorously develops international market business,and vows to transport the "Made in China" to the world along the track.The research on the marketing strategy of the Australian light rail market not only provides and broadens the directions for the internationalization of CRRC Changchun,the experience of this market development can also provide a reference for the international market development and development of other similar products.This article firstly analyzes the marketing status of CRRC Changchun from both the international market and the Australian market aspect.CRRC Changchun works out well in international market,and also has a landmark achievement in the Australian market but has not enter the light rail market studied in this paper.According to our analysis,the problems that directly lead to the above situation are the lack of competitiveness of CRRC Changchun light rail product platform,the unattractive pricing and the lack of stable sales channels in the Australian market.The main reasons for these three problems consist of inconsistent standards,unqualified key technologies and improper information analysis.But the root causes are that products unable to meet market demand,uncompetitive pricing caused by insufficient cost control,and solidification of partner selection models.Secondly,it analyzes the macro marketing environment of CRRC Changchun in the Australian light rail market with the PEST method as well as the micro marketing environment from all sides of the internal environment of the enterprise,consumers and competitors.Above macro and micro analysis,this paper further depends on the comprehensive comparation for advantages,disadvantages,opportunities and threats of SWOT analysis method to analyze the CRRC Changchun’s situation in the Australian light rail market.According to the SWOT analysis,it finally suggests the "SO" growth strategy to be the general direction for next steps when CRRC Changchun marching towards the Australian light rail market.Referring to all the analysis above,this paper finally formulates the marketing strategy for CRRC Changchun in Australian light rail market.Its target market lands in the large cities with existing light rail lines and medium-sized cities without light rail lines;at the same time,large cities are positioned in high-end markets and medium-sized cities in economical products.According to this target markets setting,it further formulates marketing strategies combination consist of a comprehensive differential product strategy,cost-oriented pricing strategy,direct channel strategy and promotion strategy to successfully opening the Australian light rail market.Finally,the implementation of the above-mentioned strategy needs to be guaranteed from three aspects: organizational management,human resources and capital allocation.As states above,this paper analyzes the problems and obstacles encountered by CRRC Changchun in the process of developing the Australian light rail market through literature research,case analysis and comparative analysis,supported by the STP analysis and SWOT analysis methods.It finally come up with the development strategy accordingly that matches the actual needs.At the same time,it is hoped that the research and analysis of this article could provide some reference ideas for the international marketing of CRRC Changchun and other subsidiaries of CRRC Group and lay a more scientific and effective international marketing path.