基于全程物流的铁路到达端营销策略探讨

Exploration on the Strategy of Railway Arrival Marketing Basedon Whole-Process Logistics

铁路到达端营销是相对既有发运端营销的新模式,是基于物流服务视角,利用跨局合作和铁路联动优势,以分工合作、优势互补的营销手段和最佳运输方式,辅以多种增值服务尝试开展的铁路全程物流服务。兰州局集团公司以到达宁夏地区疏港矿石为突破口,通过组建合作联盟、建立跨局战略协同、采取灵活价格政策、完善补强设施设备、建立接取送达服务体系、推出定制化增值项目等措施,组织开展铁路全程物流服务,吸引企业选择铁路运输疏港矿石和发往港口地区的合金产品,取得较好效果。

Based on the perspective of logistics service,railway arrival marketing is a new marketing mode of the railway whole-process logistics service relative to the existing shipping marketing mode.It takes advantage of the cooperation between groups and railway linkage with the complementary marketing means of division of labor and cooperation,the best mode of transportation,and value-added service.Taking the arrival of Ningxia region dredging port ore as the breakthrough point,Lanzhou Group has implemented measures including forming local governments-railways-enterprises tripartite cooperation alliance,setting up strategic synergy between railway groups,adopting flexible price policy,improving facilities and equipment,setting up the receiving and delivery service system,and establishing value-added projects.Lanzhou Group has achieved excellent results in carrying out the whole-process railway logistics service and attracting enterprises to choose railway transportation for port dredging ore and alloy products sent to the port area.