| With the gradual progress of reform and opening up,China has become the world’s second largest economy,and its economic exports and total economic output have been increasing year by year.Since the New Era,with the deepening of reform,the implementation of the "Belt and Road" policy and the deepening of the "Going Out" policy,China’s overall foreign trade exports have been increasing,despite the negative factors such as trade sanctions and wars.This upward trend shows that China’s foreign trade exports have strong adaptability and resilience.With the rampant of the new COVID-19 pandemic in countries around the world and the overall downward trend of the industrial environment in the world,more Chinese enterprises have become the firm choice for export business.Under the current world environment,railway transit vehicles have become an important part of the domestic foreign exchange earning industry.In the direction of globalized "green transportation",the export of the rail transit industry has become an inevitable demand.This paper takes CRRC Changchun Railway Vehicles Co.,Ltd.(hereinafter referred to as “CRRC Changchun)Hong Kong market as the research object,and analyze the current issues encountered in marketing activities.The Hong Kong metro vehicles market has great potential,coupled with the support of national policies,which brings development opportunities for CRRC Changchun in the Hong Kong regional market.Therefore,research is conducted on the marketing strategy of CRRC Changchun’s metro vehicles in the Hong Kong market.Currently,there are many pressing issues in the Hong Kong regional market,including the lack of competitiveness of metro vehicles products,the lack of a sound pricing standard system,a lack of relatively stable marketing channels,insufficient promotion strategies,and others.Through the analysis of marketing strategies in the Hong Kong regional market,various theories such as STP,4P marketing theory,PEST analysis,and compromise theory are used to improve the company’s sales capabilities in the Hong Kong region,and to apply marketing theories from the Hong Kong market to the entire company to enhance the overall marketing level and increase the company’s overseas market sales volume.Based on the current situation and overall market demand in the Hong Kong region,4P analysis is used to conclude that there are various problems in marketing activities for metro vehicles products,including a lack of competitiveness,a lack of a sound pricing standard system,a lack of relative marketing channels,and insufficient promotion strategies.Internal and external marketing environment analyses of the Hong Kong region are conducted.In the internal marketing environment analysis,the PEST analysis method is first used to analyze the impact of politics,economics,society,and technology on market marketing in the Hong Kong region from four macro perspectives,followed by an analysis of the reality of competitors.Then,a systematic analysis of the internal marketing environment is conducted based on the company’s internal reality.The SWOT analysis is used to compare the company’s strengths,weaknesses,opportunities,and threats in the Hong Kong market development,in order to determine the direction of the company’s marketing development strategy.Finally,this article uses the STP strategy to segment the Hong Kong market according to two dimensions: urban population and metro vehicles products.In target market selection,CRRC Changchun will formulate appropriate development strategies targeting the selected target markets as the direction of market marketing.In terms of products,the company needs to further increase research and development for different special needs projects and improve product differentiation,as well as improve and upgrade the entire vehicle system and key components of the metro vehicles.After analysis,the company should strengthen its market marketing,leverage its advantages,seize external opportunities,and adopt a SO growth strategy to continue to expand its influence in the Hong Kong regional market,continuously expand the influence of after-sales service stations on the MTR,and use complete vehicle projects to continue to promote spare parts and maintenance projects while maintaining a good relationship with the MTR.In terms of organizational support,personnel support,research and development,and technical support,a series of guarantee measures should be proposed for the implementation of the above marketing mix strategies to ensure the smooth development of the company’s marketing work in the Hong Kong region. |
