广深铁路货运市场营销策略研究

Research on Railway Freight Marketing in Guangshen-Railway

在全国推行铁路货运改革的背景下,对广深铁路货运市场进行SWOT分析,确定广深铁路货运目标市场定位在大宗货物、中长途运输子市场,并应该积极开拓集装箱、短途运输子市场,进而提出广深铁路货运在产品上应适应市场需求开发新产品和优化现有产品,在价格上应该采取灵活定价并加强运价监管,在分销渠道上应增设服务网点、实施大客户战略和网络营销,在促销上应加强客户交流、强化营销宣传、树立企业形象的营销策略,以完成广深铁路货运改革,提高市场占有率、增加企业收入。

Under the background of the railway freight reform throughout the country,this paper makes the SWOT analysis of Guangshen- Railway freight market for determining Guangshen- Railway freight＇s target market positioning in commodities,and long- haul transport market,and actively exploring container,short- distance transport market,putting forward an inter- city railway freight on the product what should be adapted to the market and demand to develop new products and optimization of existing products. The price should be flexible pricing and strengthen the regulation of freight rates. On the distribution channels aspect,Guangshen- Railway should add service outlets,implement the strategy of key account management,and carry out the network marketing. On thre client- communication aspect,it should strengthen the promotion and the marketing.,set up the marketing strategy of the enterprise image,in order to complete the Guangshen- Railway freight reform,and improve the market share and increase the income of enterprises.