基于铁路货物损失分析的保价营销策略研究

Study on Value-insured Marketing Strategy based on Railway Goods Loss Analysis

受货运市场总体形式走弱影响,铁路保价营销面临着严峻挑战。为逐步提高铁路保价运输市场份额,在阐述铁路保价营销现状及面临挑战的基础上,通过对各品类货损赔款与运量指标的比较分析,以及货损赔款与保价收入指标的比较分析,结合各品类货物易损性与保价费率特征,提出铁路保价营销对策,即吸引大宗货物足额保价、增强对快运货物的保价营销力度、构建差异化服务体系,以提升服务质量,提高客户满意度。

Influenced by the weaker general form of freight transportation market, railway valueinsured marketing faces severe challenges. In order to gradually increase market share of railway valueinsured transportation, on the basis of expounding status and facing challenges of railway value-insured marketing, through analyzing the comparisons between goods loss compensation of each category and transport volume index, as well as between goods loss compensation and value-insured income index, combining with goods vulnerability of each category and characteristics of value-insured rate, this paper puts forward countermeasures for railway value-insured marketing, such as absorbing sufficient value insurance for bulk cargo, strengthening value-insured marketing degree for express freight and establishing differentiated service system, so as to improve service quality and increase customer satisfaction.