铁路保价运输市场营销策略探析

Research on Marketing Strategy of Railway Value-insured Transportation

随着越来越多的高附加值货物选择铁路运输,客户对铁路保价运输的需求也日益多样,为了进一步深化路企双方在物流领域的合作和吸引更多的客户选择铁路运输,实现保价收入的可持续性增长,在遵循铁路货运保价规则的基础上,融合市场营销中STP战略理念,从市场细分、目标市场选择和市场定位等3个方面提出铁路保价运输市场营销策略。以湛江地区某物流车间管内的2个货运站点为例,结合车间辐射区域的特点,运用SWOT分析和组合战略制定措施,使得保价收入从无到有、由少变多,实现产品投保率的增加,提高保价收入占货运总收入的比重。

As more and more high value-added goods are transported through railways,customers’demand for railway value-insured transportation is becoming much more diverse.Thus,this paper aims to further deepen the logistics cooperation between railways and enterprises and attract more customers to choose railway transportation,so as to realize the sustainable income growth of value-insured transportation.On the basis of following the regulations and rules of railway value-insured transportation,this paper integrated the STP strategyic concept in marketing,and proposed the marketing strategy of railway value-insured transportation marketing strategy from three aspects:market segmentation,target market selection,and market positioning.Taking two freight terminals of a logistics workshop in Zhanjiang as an example and considering the characteristics of the radiation area of workshops,the research adopted the SWOT analysis and combination strategy to establish measures.In this way,the revenue of railway value-insured transportation can be boosted,and the increase of the insurance rate of railway value-insured transportation can be achieved with a higher proportion of railway value-insured transportation revenue in the total freight revenue.