南宁局集团公司铁路货运营销大数据应用研究
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摘要
为加强铁路货运营销信息化建设,构建基于大数据应用的货运营销新模式,从加强市场分析研判、强化客户关系管理、发展铁路现代物流、优化运力资源配置和提高货运收益管理等方面,分析铁路货运营销大数据。在阐述中国铁路南宁局集团有限公司货运营销数据应用分析的基础上,提出推进铁路货运营销大数据应用对策,即建立货运大数据应用平台、优化整合社会资源、优化内部运输组织、加强复合型人才队伍建设、优化货运营销机制、实施营销定制化服务,为构建基于大数据应用的货运营销新模式提供参考。
To promote application of information technologies in railway freight marketing strategies and build a new freight marketing model based on big data, this paper studies the railway freight marketing data from the aspects of strengthening market research, analysis and prediction, improving customer relationship management, developing modern railway logistics, optimizing allocation of transportation resources and upgrading freight revenue management. Based on an overview of application analysis of freight marketing data of China Railway Nanning Group, to provide reference for constructing a new freight marketing model based on big data, this paper puts forward the following strategies: establishing a freight big data application platform,optimizing and integrating social resources, improving internal transport organization, promoting cultivating versatile talents, upgrading the freight marketing mechanism and offering customized services.
To promote application of information technologies in railway freight marketing strategies and build a new freight marketing model based on big data, this paper studies the railway freight marketing data from the aspects of strengthening market research, analysis and prediction, improving customer relationship management, developing modern railway logistics, optimizing allocation of transportation resources and upgrading freight revenue management. Based on an overview of application analysis of freight marketing data of China Railway Nanning Group, to provide reference for constructing a new freight marketing model based on big data, this paper puts forward the following strategies: establishing a freight big data application platform,optimizing and integrating social resources, improving internal transport organization, promoting cultivating versatile talents, upgrading the freight marketing mechanism and offering customized services.
引文
[1]刘淼.关于大数据在铁路物流中的应用研究[J].通信设计与应用,2017(8):39-41.
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[5]人民铁道网.南宁铁路局强化营销促进货运上量[EB/OL].(2016-10-10)[2019-02-09]. http://www.peoplerail.com/rail/show-456-292982-1.html.
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[8]李雅琦.大数据助推铁路创新发展的思考[J].信息通信,2018(2):176-177.
[2]张斌,彭其渊.基于大数据的铁路客户关系管理系统设计研究[J].铁道运输与经济,2017, 39(6):42-48.ZHANG Bin, PENG Qiyuan. Design of Railway Customer Relationship Management System based on Big Data[J].Railway Transport and Economy,2017,39(6):42-48.
[3]代明睿,朱克非,郑平标.我国铁路应用大数据技术的思考[J].铁道运输与经济,2014,36(3):23-26.DAI Mingrui, ZHU Kefei, ZHENG Pingbiao. Thoughts on Applying Big Data Technology to China Railways[J].Railway Transport and Economy, 2014, 36(3):23-26.
[4]柯向喜.关于南宁铁路局货运营销工作的思考[J].铁道货运,2017,35(3):22-26.KE Xiangxi. Thoughts on Freight Marketing Works by Nanning Railway Administration[J]. Railway Freight Transport, 2017, 35(3):22-26.
[5]人民铁道网.南宁铁路局强化营销促进货运上量[EB/OL].(2016-10-10)[2019-02-09]. http://www.peoplerail.com/rail/show-456-292982-1.html.
[6]马喜珍.大数据技术在铁路现代物流组织中的应用[J].河北轨道运输,2015(3):1-3.
[7]杨清海.浅谈“大数据”在铁路管理中的应用[J].科学技术创新,2017(22):122-123.
[8]李雅琦.大数据助推铁路创新发展的思考[J].信息通信,2018(2):176-177.