适应市场竞争　构筑铁路运输企业客货营销新战略

Constructing A New Marketing Strategy Of Railway Passenger And Freight Transport To Meet The Market Competition

铁路运输企业必须明确树立客货营销是铁路企业生产经营活动的中心环节，解决当前运输组织方式呆板、价格机制僵化、服务质量低、营销机构不完善等问题，树立正确的营销观念。结合广铁集团营销工作实际确定：稳住基本市场，争夺动态市场，开辟新市场的客货营销战略及相应营销策略。建立面向市场的营销机构和队伍以及与市场接轨的营销机制。

The railway transport enterprises must really understand that the marketing of passenger and freignt is the center link of the railway production and management.The questions of the stiff transport organization model,rigid price system,inferior service quality and imperfect marketing department must be solved,the right marketing idea must be set up.Referring to the marketing work of Guangzhou Railway Group,the author gives such marketing strategy of passenger and freignt as stabilizing the basic market,entering into the dynamic market,opening up new market.Meanwhile,to meet the market competition,the marketing departments and mechanism should be established.