The Strategic Marketing of China High-speed Railway : Government Behavior or Market Behavior？

Abstract

Born in Japan, the High Speed Rail (HSR) grows in Europe and booms in China. Currently, HSR is turning China to a huge city, and has become a brilliant name card of Chinese equipment manufacturing. As HSR develops rapidly in China, it not only sets an outstanding example for Chinese manufacturing, but also greatly changes the pattern of Chinese regional economic development. Well-developed China High-speed Railway (CHSR) is eager to explore the international market, to share the experience and achievements of CHSR with the countries of the world, and to expand the market share for China. This paper analyzes the development history of CHSR and HSR in the world, CHSR’s development process abroad, its present situation and its existing problems as well. Till now, although Chinese government has tried to promote CHSR worldwide through market mechanism, CHSR has to rely much on the government because of the particularity of HSR construction and operation, yet CHSR has made it clear that it has go to the world market with the market (enterprise) as the main push. At present, CHSR is in the first stage of exploring the world market, and the competition of HSR in the world market is reflected through politics, economy and diplomacy among countries. Therefore, the government plays a very important role in CHSR marketing process; in the future, with HSR gradually decoupling diplomacy, the marketing of CHSR will gradually become the market behavior. For CHSR, the significance of marketing is to expand the market share of the world, to obtain a broader economic profit, and to extend the industrial development cycle.