“互联网+”背景下铁路货运营销的发展策略

Development Strategy of Railway Freight Marketing under the Background of “Internet +”

为充分抓住"互联网+"的历史发展机遇,实现铁路货运营销的跨越式发展,结合"互联网+"时代下营销的用户体验主导化、经营手段多元化、业务数据增值化、竞争主体生态圈化4种特征,针对目前铁路货运营销存在的服务意识单薄、营销手段与方式单一、营销机制不完善、业务数据分析不足4类主要问题,提出"互联网+"时代下铁路货运营销的发展策略:强化用户服务,创新营销手段,强化数据分析,打通"前店后厂",增进行业互联。

In order to fully grasp the historical development opportunity of ＂Internet ＋＂ and realize the leap-forward development of railway freight marketing, this paper combines the four characteristics of ＂Internet ＋＂, including the user experience dominance, diversification of business means, value-added business data, the main competition ecosystem, and points out the four main problems existing in railway freight marketing, including the weak service awareness, single marketing method, imperfect marketing mechanism, and lacking in business data analysis. Finally, the paper puts forward the development strategy of railway freight marketing in the era of ＂Internet ＋＂, including customer-centric to improve the service throughout; innovative marketing methods to improve the user experience; strengthening data analysis and providing information services; opening up ＂front shop＂ to enhance the marketing results; enhancing industry interconnection to create win-win ecosystem.