哈尔滨铁路局货运中心市场营销策略优化研究

发布时间：2018-07-16 20:46

【摘要】：随着社会经济的快速发展,物流方式正在不断的发生着变化,传统的铁路货运行业在新的物流形式中面临着机遇与挑战。铁路货运想要跟上时代的步伐,就必须紧跟现代物流业发展的潮流,在抢占物流市场份额的过程中,铁路货运企业更要加强市场营销工作,制定合适的营销策略,发挥铁路货运优势,提升铁路货运的市场竞争力。论文运用PEST分析方法、STP分析方法和4P营销组合等市场营销的分析方法,对哈尔滨铁路局货运中心当前的市场营销状况进行了分析,得出了当前哈尔滨铁路局货运中心在市场营销方面主要存在着服务功能单一、价格制定不灵活、渠道建立不规范以及促销手段落后等问题。论文在对哈尔滨铁路局货运中心面临的外部营销环境进行分析,并结合相关营销策略理论的基础上,明确了哈尔滨铁路局货运中心的市场定位,即需要以全方位管理、全品类流通、全流程跟踪、全过程控制为发展目标。加强电商合作,打造铁路快递,实现全程联运新模式。同时提出了哈尔滨铁路局货运中心在营销策略方面,需要开发更多的服务种类,提升零散货运份额,拓展集装化运输,提升服务创新能力。不断优化价格策略,实现运输产品定价制度的多样化,改革指定路径计费方法,加强议价项目管理。改革货运主渠道,发展货运代理并积极开展电子商务活动。哈尔滨铁路局货运中心在促销策略方面需要强化广告促销,加强在线促销并优化销售促进策略。为了保障哈尔滨铁路局货运中心营销策略的顺利实施,论文提出推进安全管理规范化,推进现场作业标准化,完善零散货物快运服务平台,完善营销制度建设等营销策略的保障措施。从当前及长远来看,依靠我国现有铁路资源,制定科学的市场营销策略,加快其向现代物流转型是我国综合运输与物流体系建设的客观需求,是铁路货运改革发展的重要战略选择,也是发挥铁路优势,构建和谐铁路的重要战略举措。
[Abstract]:With the rapid development of the social economy, the logistics mode is changing constantly. The traditional railway freight industry is facing the opportunities and challenges in the new logistics form. In order to keep up with the pace of the times, the railway freight transportation must follow the trend of the development of the modern logistics industry. In the process of grabbing the share of the logistics market, the railway freight transportation enterprise is in the process of taking up the market share of the logistics. We should strengthen marketing work, formulate appropriate marketing strategies, give full play to the advantages of railway freight and enhance the market competitiveness of railway freight. The paper analyzes the marketing situation of Harbin Railway Bureau by using PEST analysis method, STP analysis method and 4P marketing combination and so on. At present, there are some problems in the market marketing of the Harbin Railway Bureau's freight center, such as the single service function, the inflexibility in price setting, the unstandard establishment of channels and the backward promotion means. The paper analyzes the external marketing environment of the freight center of the Harbin Railway Bureau, and on the basis of the related marketing strategy theory. The market positioning of the freight center of the Harbin Railway Bureau has been confirmed, that is, it is necessary to take full range of management, whole class circulation, whole process tracking and whole process control as the development goal. It is necessary to strengthen the cooperation of e-commerce, build railway express, and realize the new mode of the whole process combined transportation. At the same time, it also puts forward that the freight center of Harbin Railway Bureau needs to develop more marketing strategies. Types of services, promotion of scattered freight share, expansion of centralized transportation, promotion of service innovation capability, continuous optimization of price strategies, diversification of the pricing system for transportation products, reform of the method of charging the designated path, strengthening the management of the negotiated items, reforming the main channels of freight transport, developing freight forwarding agents and actively carrying out electronic commerce activities. Harbin Railway In order to ensure the smooth implementation of the marketing strategy of the freight center of the Harbin Railway Bureau, the paper proposes to promote the standardization of safety management, promote the standardization of the field operation, improve the service platform for the scattered goods and perfect the marketing system. From the present and the long run, relying on the existing railway resources in our country, making scientific marketing strategy and speeding up its transformation to modern logistics is the objective demand of the comprehensive transportation and logistics system construction in our country. It is an important strategic choice for the railway freight reform and development, and also the advantage of railway construction. The important strategic measures of the harmonious railway.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F532.6;F274

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