基于铁路现代物流视角下的货运营销发展研究

Study on Development of Freight Transport Marketing under Railway Modern Logistics

为推进铁路现代物流持续健康发展,在阐述铁路现代物流发展现状的基础上,针对铁路发展现代物流中存在的实际问题,提出基于铁路现代物流视角下的货运营销策略,即从营销机制、协调机制方面完善货运营销机制,从队伍建设、思想建设方面加强货运营销建设,从建立市场调查管理体系、加强市场调查分析、完善客户管理制度方面强化货运市场调查,创新货运营销手段,推进铁路营销信息化建设,以提高铁路货运市场占有率,实现铁路货运效率与效益的提升。

In order to promote sustainable and sound development of railway modern logistics, on the basis of expounding development status of railway modern logistics, targeting actual existing problems in developing railway modern logistics, this paper puts forward the strategies of freight transport marketing based on railway modern logistics, which means improving freight transport marketing mechanism from the aspects of marketing mechanism and coordination mechanism, enhancing the construction of freight transport marketing from the aspects of team building and ideological building, strengthening market research of freight transportation from the aspects of establishment of market research and management system, increasing market research analysis, improving customer management system, innovating approaches of freight transport marketing and promoting informationization construction of railway marketing, so as to increase market share of railway freight transportation and realize the improvement of railway freight transportation efficiency and benefits.