成都铁路局物流营销策略研究

发布时间：2018-01-05 08:15

本文关键词：成都铁路局物流营销策略研究　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：成都铁路局是中国铁路总公司下属的国有企业,其管辖范围内共有12条国家铁路干线、10条国铁支线,此外还有6条合资铁路。成都铁路局的营业里程共计6236公里,企业固定资产共计2152亿元,职工共有11.5万人,下设了53个运输站段、16个非运输企业,共有客货运车站571个。年度货物发送量达到1.49亿吨、多元化经营收入达到636亿元。本研究是作者通过对成都铁路局物流业务发展现状深入分析,以市场营销相关理论为基础,着重研究了面对日益激烈的公路、水路等其他运输方式带来的物流市场竞争,铁路企业如何扭转当前市场份额急速下降的现状、通过优化营销策略来赢回市场的具体措施。论文首先介绍了铁路货运营销发展的现状和背景,就本文所探讨的现代物流竞争中制定铁路营销策略的意义、目的进行了分析；其次,论文就成都铁路局所在的西南三省物流市场需求状况进行了预测,明确了企业下一步开展营销的目标市场；再次,借助SWOT、PEST等战略分析工具,对当前企业发展物流业务的竞争环境进行了优劣势分析、机遇与威胁分析,找准了下一步拓展市场的战略方向；最后,引入4C营销理论,围绕以客户为中心的理念,对成都铁路局不适应地方物流需求发展的问题进行了分析,提出了成都铁路局下一步货运营销在渠道策略上要坚持敞开受理、在服务策略上要逐步建立客户关系管理系统,在产品策略上要优化创新快捷化货运产品、多式联运产品,在价格策略上要建立动态调价机制。本文是在对成都铁路局物流业务发展现状及市场竞争环境进行深入分析和探究的基础上,指出了成都铁路局在物流营销方面还存在的不足,确定了下一步拓展市场份额的目标是在稳定大宗物资的基础上拓展白货货源,并提出了简化受理、敞开受理、建立客户关系管理系统、升级快捷化、点到点、多式联运产品、建立动态调价机制等销售策略、服务策略、产品策略和价格策略,对当前铁路企业向物流商角色转型、融入现代物流体系具有一定的借鉴意义。
[Abstract]:Chengdu Railway Bureau is China Railway Corporation, a subsidiary of state-owned enterprises, the jurisdiction of a total of 12 national trunk railway, 10 national railway line, in addition to the 6 joint venture railway. The Chengdu Railway Bureau, operating mileage totaling 6236 km, enterprise fixed assets totaled 215 billion 200 million yuan, a total of 115 thousand workers, including 53 a transport station, 16 non transport enterprises, a total of 571 passenger and freight station. The annual freight volume reached 1.49 tons, the diversification of income reached 63 billion 600 million yuan. This study is the author through in-depth analysis of the Chengdu Railway Bureau logistics business development, marketing theory, focusing on the face of increasingly fierce highway, bring water and other modes of transport logistics market competition, how to reverse the current situation of the sharp decline of the market share of railway enterprises, through the optimization of marketing strategy and specific measures to win back market theory. This paper first introduces the current situation and background of the development of railway freight marketing, the railway marketing strategy of modern logistics competition this paper discusses the significance, purpose is analyzed; secondly, forecast the Chengdu Railway Bureau in the three provinces of Southwest logistics market demand situation, define the target market marketing enterprise under a step; again, with the help of SWOT, PEST strategic analysis tools, the development of enterprises logistics business competition environment for the analysis of advantages and disadvantages, opportunities and threats, identify the strategic direction of the next step to expand the market; finally, the introduction of 4C marketing theory, the customer centered concept, not adapt to the Chengdu railway the local bureau of the development of logistics demand problems were analyzed and put forward the Chengdu Railway Bureau, the next step in the freight marketing channel strategy should adhere to the open acceptance, in the service strategy to gradually build Establish customer relationship management system, to optimize the innovation of fast freight products in the product strategy, the multimodal transport products, in the price strategy to establish a dynamic price adjustment mechanism. This paper is based on in-depth analysis and Research on the Chengdu railway logistics business development and market competition environment, points out the disadvantages of Chengdu Railway Bureau in the presence of logistics marketing, set a goal to expand the market share of the next step is to expand the supply of white goods based on stable bulk materials, and put forward a simplified open acceptance, acceptance, the establishment of a customer relationship management system, upgrade quickly, point-to-point, multimodal transport products, the establishment of sales strategy of dynamic pricing mechanism service strategy, product strategy and pricing strategy, the transformation of the current railway enterprise to the role of logistics providers, has a certain significance in modern logistics system.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F532.6;F252

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