南宁铁路局货运业务营销策略研究

发布时间：2018-02-14 22:07

本文关键词： 铁路货运货运改革营销策略　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国近年来经济结构进行调整,经济增速趋缓,全社会的运输需求结构都发生了重大变化。由于供给侧结构性改革以及高消耗高排放产业实施去产能,金属矿产、钢铁、煤炭等对铁路运输较为依赖的大宗货物运量呈现逐年下滑的态势。2015年,铁路货运总发送量完成33.58亿吨,比上年减少4.55亿吨,下降11.9%,货物发送量已连续两年降低。而与此形成鲜明对比的是,随着互联网科技的飞速发展,白货、包裹和零散货物等对铁路不存在依赖性的高附加值货物的发送量快速增长,导致铁路货物运输的市场占有率同步下降。2013年6月15日中国铁路总公司正式实施货运组织改革。各铁路局在货改精神的指导下改组各自货运部门,将货运营销职责交给新成立的货运营销部门。在货运组织改革持续深化之时,在铁路货运业务流程和受理方式都发生了巨大变化的形势下,南宁铁路局借货运改革之契机,对运输经营管理体制进行大胆革新,制定更加完善、灵活的经营策略,并使营销机制更能符合实际、适应市场,创造竞争优势从而争取更大的市场份额。南宁铁路局内部还存在着竞争意识不强、营销策略滞后等问题,外部也有着公路、水路运输业蓬勃发展等挑战,这都迫使南宁铁路局必须在新形势下,对货运业务营销策略方面下真功夫,努力增强经营理念和营销意识,以适应形势发展。本文以南宁铁路局货运业务为研究对象,运用市场营销理论,分析南宁铁路局货运营销环境以及货运业务营销的优势、劣势、机会和威胁,客观地阐述南宁铁路局货运业务营销中存在的问题,明确目标市场,提出了相应的营销策略,对未来南宁铁路局货运业务市场营销能力的提升具有一定参考价值。
[Abstract]:As China's economic structure has been adjusted in recent years, the economic growth rate has slowed down, and the transport demand structure of the whole society has undergone major changes. As a result of supply-side structural reforms and the implementation of deproductivity, metal minerals, and iron and steel in high-consumption and high-emission industries, In 2015, the total volume of rail freight delivered was three billion three hundred and fifty-eight million tons, a decrease of 455 million tons over the previous year. By contrast, with the rapid development of Internet technology, the volume of high-value-added goods, such as white goods, parcels and scattered goods, which do not depend on railways, has increased rapidly. In June 15th 2013, China Railway Corporation formally implemented the reform of freight transport organization. Under the guidance of the spirit of freight reform, each railway bureau reorganized their respective freight departments. Turn over the responsibility of freight transportation marketing to the newly established freight transport marketing department. While the reform of freight transport organization continues to deepen, and under the situation of great changes in the railway freight transport business process and handling methods, Nanning Railway Bureau takes advantage of the opportunity of freight transport reform. To carry on the bold innovation to the transportation management and management system, to formulate more perfect and flexible management strategy, and to make the marketing mechanism more realistic and adapt to the market, Nanning Railway Bureau also has problems such as weak competition awareness, lagging marketing strategy, and challenges such as the vigorous development of the road and waterway transportation industry, and so on, in order to create a competitive advantage and strive for a greater market share. All this forces Nanning Railway Bureau to make real efforts on the marketing strategy of freight transportation under the new situation, and try to strengthen the management concept and marketing consciousness in order to adapt to the development of the situation. This paper takes the freight business of Nanning Railway Bureau as the research object. By using the marketing theory, this paper analyzes the freight transportation marketing environment of Nanning Railway Bureau and the advantages, disadvantages, opportunities and threats of the freight transport business marketing, and objectively expounds the problems existing in the freight transport business marketing of Nanning Railway Bureau, and clarifies the target market. The paper puts forward the corresponding marketing strategy, which has certain reference value for the promotion of the marketing ability of Nanning Railway Bureau's freight business in the future.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F532.6;F274

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