Strategic Study of CAE >> 2017, Volume 19, Issue 5 doi: 10.15302/J-SSCAE-2017.05.009
Marketing Research on China Railway’s “Go Global” Strategy
China Railway Eryuan Engineering Group Co. Ltd., Chengdu 610031, China
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Abstract
Based on the macro-economic trend of "Go Global," this paper explores the motives and trends of promoting railway development, and combines the requirements of global railway construction and the factors restricting its marketing choice. This paper utilizes quantitative analysis of the market scale and segment of China Railway's "Go Global" strategy, and selects the key areas and projects related to railway marketing demand.