呼和浩特铁路局客货运输营销战略分析

发布时间：2018-06-27 18:02

本文选题：铁路客货运输 + 市场预测　；参考：《中南大学》2012年硕士论文

【摘要】：铁路是国民经济发展的大动脉,是重要的国家基础设施,在我国综合交通运输体系中占据十分重要的地位。二十一世纪以来,随着我国市场经济的快速发展,民航、公路与水上运输等交通方式发展强劲,尤其是高速公路的迅速崛起,给铁路客货运输市场带来了巨大的冲击,铁路客货运市场份额在激烈竞争中不断下降,铁路已经从传统的买方市场向卖方市场转变。因此,研究铁路运输企业应对激烈市场竞争的营销策略具有非常重要的意义。论文在现场调研和查阅相关文献的基础上,总结了内蒙古自治区运输市场竞争形势,分析了铁路运输的市场竞争形势和市场地位,利用回归预测方法对铁路局未来客货运量进行了运量预测,为下一步制定营销战略提供了参考依据；运用交通运输系统相关分析方法对呼和局客货运输市场营销的现状与不足做了详细说明,并在此基础上对旅客运输市场和货物运输市场进行了市场细分、诊断与目标市场与潜在市场选择；运用SWOT分析法对铁路客货运营销环境进行优势与劣势、外部机会与威胁进行详细论述,构建SWOT战略分析矩阵,形成组合战略,利用层次分析方法对组合战略的实施重点进行计算评价,得出最优营销战略,并在此基础上,结合现代企业市场营销理论提出了铁路客货运在发展理念、软硬件技术、产品、价格、促销及分销上的一系列营销策略。本文结合呼和局的客观实际情况,研究了铁路局的客货运市场营销战略,并分析得出切实可行的科学营销方法对于铁路局适应市场需求,提高市场竞争力与市场份额,具有一定的参考价值与指导意义。
[Abstract]:Railway is the main artery of the development of national economy and an important national infrastructure. It occupies a very important position in the comprehensive transportation system of our country. Since 21 century, with the rapid development of China's market economy, the development of transportation modes such as civil aviation, highway and water transportation has been strong, especially the rapid rise of highway, which has brought huge impact to the railway passenger and freight transport market. The market share of railway passenger and freight has been declining in the fierce competition, and the railway has changed from the traditional buyer's market to the seller's market. Therefore, it is of great significance to study the marketing strategy of railway transportation enterprises to deal with the fierce market competition. On the basis of on-the-spot investigation and reference of relevant documents, the paper summarizes the situation of transportation market competition in Inner Mongolia Autonomous region, and analyzes the market competition situation and market position of railway transportation. The future passenger and cargo volume of railway bureau is forecasted by regression forecasting method, which provides a reference for the next marketing strategy. This paper makes a detailed description of the present situation and shortcomings of the marketing of passenger and cargo transportation in Huhe Bureau by using the relevant analysis method of transportation system, and on the basis of this, makes a market segmentation of the passenger transport market and the freight transport market. Diagnosis, target market and potential market selection, SWOT analysis method is used to analyze the advantages and disadvantages of railway passenger and freight marketing environment, external opportunities and threats are discussed in detail, SWOT strategic analysis matrix is constructed, and combined strategy is formed. Based on the analytic hierarchy process (AHP) method, the optimal marketing strategy is obtained. On this basis, the development concept, software and hardware technology, and products of railway passenger and freight transportation are put forward in combination with modern enterprise marketing theory. A series of marketing strategies for price, promotion, and distribution. Combined with the objective situation of Huhe Bureau, this paper studies the marketing strategy of passenger and freight transportation of Railway Bureau, and analyzes the feasible scientific marketing methods for railway bureau to adapt to the market demand, improve the market competitiveness and market share. It has certain reference value and guiding significance.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F532

【参考文献】