试论铁路运输企业市场营销策略

Discussing the Marketing Tactics for Railway Transport Enterprises

近年来，在走向社会主义市场经济的过程中，铁路客货运输面临种种困难，为此应正确制定产品、定价、销售渠道和促销策略，不断开发铁路新产品，开行有特色的旅客列车、货运“五定”班列；根据市场情况灵活定价；改变售票方式、方法及货物承运方法；利用多种广告形式，扩大铁路形象宣传，并将各种策略合理组合，努力把铁路运输企业失去的市场重新占领回来。

In the recent years,the railway passenger and freight transport has been facing variety of difficulties in the process to the socialist market economy.For this reason,tactics of product,price,sale channel and promotion should be made correctly.New kinds of railway products should be developed continuously,characteristic passenger train and freight trains “fixed in five respects” should be operated;price may be changed according to the market situation;the way and method of selling tickets and carrying freight should be changed;the railway image must be publicized by use of variety of advertisement.The tactics above may be combined.The lost market must be able to occupied again.