Project background:

Large-scale railway maintenance machinery refers to various series of mechanical equipment used for new construction, renovation and maintenance of railway lines, including tamping, stabilization, ballast cleaning and screening, ballast shaping, material transportation, rail treatment and other machinery. With the rapid development of China's railway construction, the demand and technical level of large-scale maintenance machinery are also increasing, and the market competition is becoming increasingly fierce. In order to better understand the market situation and customer needs, enhance their competitiveness and profitability, a large road maintenance machinery production enterprises (hereinafter referred to as the customer) commissioned a market research project.

Customer pain points:

Customers face the following main problems in the large-scale maintenance machinery market:

-Market share decline: China's railway large-scale maintenance machinery market size was about 10 billion yuan in 2023, of which the market share of customers was only 10%, down 5 percentage points from 2019, ranking fourth, behind the China Railway Group and China Railway Engineering Equipment Group Co.

-Insufficient product innovation: Customers' products are mainly concentrated in traditional fields such as tamping, stability, and ballast cleaning and screening. They lack products in emerging fields such as high-end, smart, and environmental protection, and cannot meet the maintenance needs of new lines such as high-speed railways and intercity railways., Nor can it form a differentiated competitive advantage.

-Low customer satisfaction: There are certain problems in the customer's product quality, performance, reliability, etc., resulting in a high rate of customer after-sales service complaints and low customer satisfaction, which affects the customer's brand image and reputation.

Project purpose:

The purpose of this project is to provide customers with the following information and suggestions through in-depth research on the large-scale railway maintenance machinery market:

-Comprehensive research on market size, structure, trends, competitive landscape, etc., revealing market opportunities and challenges, and helping customers to formulate reasonable market strategies and goals;

-Detailed research on customer needs, preferences, decision-making process, purchasing behavior, etc., to understand customer pain points and expectations, and to help customers optimize product design and pricing strategies;

-Systematic evaluation of competitors' products, technologies, channels and services, identify competitors' strengths and weaknesses, and help customers find differentiated competitive advantages and innovations;

-Based on the results of market research and customer research, to provide customers with targeted product development, marketing, customer service and other aspects of the recommendations and solutions to help customers improve market share, product innovation and customer satisfaction.

Research object:

The research objects of this project mainly include the following two categories:

-Potential customers of large-scale maintenance machinery: I .e. units for the construction, renovation and maintenance of railway lines, including the National Railway Group Corporation and its subordinate railway bureaus, railway engineering companies, railway maintenance companies, etc. This project plans to conduct a survey of 50 potential customers nationwide, using telephone interviews and online questionnaires to understand their needs, preferences, decision-making processes, and purchase behavior for large-scale road maintenance machinery.

-The main competitors of large-scale road maintenance machinery: that is, enterprises that are also engaged in the production and sales of large-scale road maintenance machinery, including China Railway Construction Co., Ltd., China Railway Engineering Equipment Group Co., Ltd., etc. The project plans to conduct research on 10 major competitors nationwide, using database queries, industry reports and other methods to obtain their products, technologies, channels, services and other information.

Project Content:

The main contents of this project include the following aspects:

-Market research: research the scale, structure, trends, competitive landscape and other aspects of the large-scale railway maintenance machinery market, using 2X2 matrix research methods, Porter's five forces model, PEST research methods and other tools to assess the attractiveness and competitiveness of the market, revealing market opportunities and challenges.

-Customer research: research on the needs, preferences, decision-making process, purchasing behavior and other aspects of potential customers of large-scale maintenance machinery, collect first-hand information of customers by means of questionnaire, interview, focus group and other tools, investigate and interpret customer data by means of SPSS, Excel and other software, and use user portrait method, KANO model, value proposition canvas and other tools, build a customer's characteristic model and demand model to understand the customer's pain points and expectations.

-Suggestions and programs: based on the results of market research and customer research, to provide customers with targeted product development, marketing, customer service and other aspects of the proposal and program, the use of SMART principles, 4P marketing mix, service blueprint and other tools to develop specific implementation steps and evaluation indicators to help customers improve market share, product innovation and customer satisfaction.

Project Value:

The value of this project is mainly reflected in the following aspects:

-Provide customers with a comprehensive survey of the large-scale railway maintenance machinery market, help customers understand the opportunities and challenges of the market, and formulate reasonable market strategies and goals;

-Provide customers with detailed research on potential customers of large-scale railway maintenance machinery, help customers understand customer pain points and expectations, and optimize product design and pricing strategies;

-Provide customers with a systematic evaluation of the main competitors of large-scale railway maintenance machinery, help customers identify the strengths and weaknesses of competitors, and find differentiated competitive advantages and innovation points;

-To provide customers with targeted product development, marketing, customer service and other aspects of the recommendations and programs to help customers improve market share, product innovation and customer satisfaction;

-Provide customers with high-quality market research reports, including detailed data, research, conclusions and recommendations, as well as clear charts, tables, pictures, etc., to facilitate customer access and use;

-Provide customers with professional market research services, including timely communication, feedback, modification and delivery, as well as follow-up, support and consultation, to ensure customer satisfaction and trust.