客货分线条件下既有线货运产品设计及营销策略研究
发布时间：2019-06-26 09:45
【摘要】：长期以来,我国铁路都采用客货共线的运输组织模式,铁路货运能力受限,我国铁路运输发展受到制约。随着《中长期铁路网规划》的实施和客运专线的逐步建成,我国主要繁忙干线将实现客货分线,货运能力将逐步得到释放；同时,国民经济迅速发展使我国现代货物运输市场需求呈现空前的增长,这为铁路货运的发展带来了新契机,而各种交通运输方式之间的激烈竞争也迫使铁路货运企业必须加速自身改革,制定合理的营销策略以适应市场需求的变化。如何在客货分线新形势下制定合理的货运营销策略已成为我国铁路货运亟待解决的问题。 本文首先对我国铁路货运市场的现状和市场营销环境作了分析,结合客货分线后货运市场的发展趋势阐述了既有线铁路货运需求和供给特征,并利用ARIMA模型对我国铁路货运分品类货物的货运量进行了预测,并在此基础上对客货分线后的铁路货运市场进行了细分和定位。在利用SWOT分析法对我国客货分线后铁路货运市场营销的优势、劣势、机会和威胁作全面分析的基础上,根据客货分线后铁路货运营销的指导方针和发展思路,对货运产品的设计及组织进行了重点研究,分别从组织形式、货物品类、产品层次、时效性及开行方式这五个方面对货运产品作了设计和开发。论文从建立灵活的运价体系、完善营销渠道、加大促销力度、提高人员素质及服务质量等方面为营销活动提出了建议,为客货分线后铁路货运部门制定货运营销计划提供了定性与定量的依据。最后,分析了广州铁路(集团)公司货运市场,并对广州铁路(集团)公司的货运营销工作提出了建议。图17幅,表9个,参考文献60篇。
[Abstract]:For a long time, the railway of our country has the transportation organization mode of passenger and cargo co-linear, the freight capacity of the railway is limited, and the development of railway transportation in China is restricted. With the implementation of the long-and medium-and long-term railway network planning and the gradual completion of the passenger dedicated line, the main busy main line of our country will realize the passenger and cargo distribution, and the freight capacity will be gradually released; at the same time, the rapid development of the national economy has made the market demand of the modern goods transportation in our country unprecedented growth, This has brought a new opportunity for the development of railway freight, and the fierce competition among various modes of transportation also forces the railway freight enterprises to accelerate their own reform and develop a reasonable marketing strategy to adapt to the change of market demand. How to develop a reasonable freight marketing strategy under the new situation of passenger and freight distribution has become a problem to be solved urgently in China's railway freight. In this paper, the present situation and the marketing environment of the railway freight market in China are analyzed, and the freight demand and the supply of the existing railway freight are described in the light of the development trend of the freight market after the distribution of the passenger and cargo. In this paper, the freight volume of China's railway freight is predicted by means of the ARIMA model, and the railway freight market after the passenger and cargo distribution is subdivided and determined on the basis of the above. Based on the analysis of the advantages, disadvantages, opportunities and threats of the railway freight marketing after the distribution of passenger and cargo in our country by using the SWOT analysis method, the paper focuses on the design and organization of the freight product based on the guidelines and the development of the railway freight marketing after the distribution of the passenger and cargo. The products are designed and opened from the five aspects of the organization form, the category of the goods, the product level, the timeliness and the mode of operation. The paper makes a suggestion to the marketing activities in the aspects of establishing flexible freight rate system, perfecting the marketing channel, increasing the promotion strength, improving the quality of the personnel and the quality of service, and providing a qualitative and quantitative basis for the development of the freight marketing plan for the railway freight department after the distribution of the passenger and cargo. Finally, the freight market of Guangzhou Railway (Group) Co., Ltd. is analyzed, and the freight marketing of Guangzhou Railway (Group) Co., Ltd. is put forward Discussion. Figure 17, Table 9, Ref.60
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F532.6;U294.1
本文编号：2506101
[Abstract]:For a long time, the railway of our country has the transportation organization mode of passenger and cargo co-linear, the freight capacity of the railway is limited, and the development of railway transportation in China is restricted. With the implementation of the long-and medium-and long-term railway network planning and the gradual completion of the passenger dedicated line, the main busy main line of our country will realize the passenger and cargo distribution, and the freight capacity will be gradually released; at the same time, the rapid development of the national economy has made the market demand of the modern goods transportation in our country unprecedented growth, This has brought a new opportunity for the development of railway freight, and the fierce competition among various modes of transportation also forces the railway freight enterprises to accelerate their own reform and develop a reasonable marketing strategy to adapt to the change of market demand. How to develop a reasonable freight marketing strategy under the new situation of passenger and freight distribution has become a problem to be solved urgently in China's railway freight. In this paper, the present situation and the marketing environment of the railway freight market in China are analyzed, and the freight demand and the supply of the existing railway freight are described in the light of the development trend of the freight market after the distribution of the passenger and cargo. In this paper, the freight volume of China's railway freight is predicted by means of the ARIMA model, and the railway freight market after the passenger and cargo distribution is subdivided and determined on the basis of the above. Based on the analysis of the advantages, disadvantages, opportunities and threats of the railway freight marketing after the distribution of passenger and cargo in our country by using the SWOT analysis method, the paper focuses on the design and organization of the freight product based on the guidelines and the development of the railway freight marketing after the distribution of the passenger and cargo. The products are designed and opened from the five aspects of the organization form, the category of the goods, the product level, the timeliness and the mode of operation. The paper makes a suggestion to the marketing activities in the aspects of establishing flexible freight rate system, perfecting the marketing channel, increasing the promotion strength, improving the quality of the personnel and the quality of service, and providing a qualitative and quantitative basis for the development of the freight marketing plan for the railway freight department after the distribution of the passenger and cargo. Finally, the freight market of Guangzhou Railway (Group) Co., Ltd. is analyzed, and the freight marketing of Guangzhou Railway (Group) Co., Ltd. is put forward Discussion. Figure 17, Table 9, Ref.60
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F532.6;U294.1
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