哈尔滨铁路局货运营销策略的分析与选择

Analysis and Selection of Freight Transport Marketing Strategies in Harbin Railway Administration

哈尔滨铁路局货运市场一直处于供给短缺状态,营销压力湮没于供求矛盾之中。在目前运能、运力资源仍然有限的前提下,如何在保证重点物资运输的同时,加强对市场、对用户的研究,通过积极的营销策略和有效的市场竞争,提高应变能力,稳定市场份额,不断挖掘潜力,满足最具价值用户的需求,以提高整体盈利能力,仍是需要深入研究的课题。

The freight traff ic market of Harbin Railway Administration is always in a condition of shortage, which makes pressure of marketing submerged by the conict between supply and demand. At present, under the precondition of limited transport capacity and volume, it remains a subject needing deep study that how, with guarantee of key material transport, to enhance studies on market and customers, improve capability of adapting to changes, stabilize market share, tap potential through positive marketing strategy and effective market competition, so as to meet the requirements of most valued customers and improve overall profit capability.