中国铁路货运营销理论与发展
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摘要
改革开放以来,随着计划经济向市场经济的转变,我国各种交通运输方式均取得了长足发展,彼此间竞争性格局逐步形成,交通运输市场不断发育与完善。市场营销学作为一门建立在经济科学、行为科学和现代管理理论基础上的应用科学,得到了各类运输企业的高度关注。面对日益激烈的市场竞争,运输企业纷纷通过制定营销战略、采取有效的营销策略来提高自身竞争能力。铁路作为国民经济的基础产业和我国综合运输体系的骨干,近二十年来,在向市场迈进和参与竞争的过程中,初步建立了自身的营销工作体系。但由于受运能紧张状况和政企分开改革的制约,我国铁路运输市场营销,特别是铁路货运市场营销工作还存在着货运经营性取向不突出、市场分析工作薄弱、运输产品体系不完善、货运计划与市场衔接不紧密、对市场需求变化反应不灵活、货运营销战略不清晰、策略不到位等诸多问题,与当前及今后铁路企业分开改革、客货分线运输、运能逐步释放、铁路货运逐步由内部生产型向外部营销型转变的自身重大形势和货运市场需求多样化、个性化、物流化的外在形势极不相称,将严重制约铁路货运的全面协调可持续发展。究其原因,主要是我国目前尚缺乏针对铁路行业特征的铁路货运营销理论体系的系统深入研究。因此,结合铁路现实和未来发展趋势,开展铁路货运营销理论与实践的研究具有长远的战略意义和重大的现实意义。
有鉴于此,本文以提高铁路货运核心竞争力为出发点,通过理论分析和实践总结,对铁路货运营销理论和发展问题进行了系统研究和深入探索。论文主要研究结论与创新点有：
(1)系统构建了铁路货运营销的基本理论架构,阐述了铁路货运营销的概念和特征,从内在动力和外在动力两个角度分析了铁路货运营销体系的形成机理,从活动、资源和功能等方面阐释了铁路货运营销体系的构成要素,根据铁路货运行业生产与消费不能分离等特征重构了客户关系管理、运输产品、运输组织、运输服务、分销与促销等营销子系统,建立了基于顾客供应链管理的铁路货运营销战略,并从目标、战略、实施、支撑等四个层面规划设计了其实施路线。
(2)分析了我国铁路货运市场调查与预测的目标、内容和流程,制定了铁路货运市场调查与预测方案和相关工作机制,运用动态灰色预测法、Holt-Winters指数平滑法对我国铁路货运量进行了中长期和短期预测分析。从货物品类、组织形式、服务水平、时效性要求和区域性差别等方面建立了基于整体产品理念的典型铁路货运产品谱,构造了以O-D对类型与货物类型为特征的二维货运产品体系,探讨了质量功能展开法在铁路货运产品质量控制中的应用。
(3)提出了基于中国铁路货运客户结构特征的大客户战略和客户忠诚度建设战略,运用客户生命周期理论,分析了铁路大客户生命周期及其价值,采用数据挖掘技术构建了基于客户生命周期的潜在型大客户发展和保持模型,并进行了实例测算。
(4)基于供应链一体化管理理论,在分析国外铁路货运业务流程的基础上,建立了铁路货运业务流程再造模型,系统分析与诊断了铁路货运业务流程状况,从需求受理、资源配置、电子商务和客户服务中心等方面提出了铁路货运业务流程优化的相关策略。
(5)系统阐述了铁路货运营销体系下的运输组织优化策略的目标领域、基本途径和支撑要素,深入分析了面向生产的生产规模化、经营集约化和面向服务的运输便捷化、服务物流化运输组织优化途径；提出了通过固定设施布局优化、移动设备运用集约化和车流径路优化提高铁路货运生产集约化程度的策略,建立了基于机会成本的铁路货运径路优化模型,为运力紧张时车流调整和运力宽松时车流回归提供了理论支撑；提出了适应“树”形网络的重量速度密度并举、货流车流对接、高效率和高协调性的装卸作业和良好的路企路港协作的铁路重载集疏运一体化运输组织模式,建立了我国多层重载运输管理体系。
Since reform and opening polices having been taken in China, all kinds of transportation modes have developed greatly and formed a competition status. The transport market has also improved with the transformation from planning economy to market economy. Marketing is an applied science which is based on economics, behavioral science and modern management theory. All kinds of the transport enterprises focus on marketing. In order to response to competition, transport enterprises always use marketing strategy in their actual business activities to improve their competitiveness. As the basic industry of national economy and the backbone of the integrated transport system, railway initially established its own marketing system during the past two decades, when it changed to market and join in competition. Because of constrains from the limited transport capacity and the reform of separation between government and enterprises, there are still many problems in marketing of the railway freight transport in China. The status of railway marketing cannot meet the requirements for railway freight transport to transit from production orientation to marketing orientation, and also cannot meet the needs of the svarious, individual demands of freight transport and logistics. This must seriously limit the comprehensive sustainable development of railway freight transport. The reason of above is that there is still lack of systematic and in-depth study on the marketing theory of railway freight transport in China. Therefore, it has a long-term strategic significance and great practical significance to research the theory and practices of railway freight transport marketing according to the current status and developing trend.
This dissertation conducts a systematic and in-depth research on the theory and developing methods of railway freight transport marketing through theoretical analysis and practical experiences, in order to improve the core competitiveness of railway freight transport. The innovations of this paper are as follows.
1. Systematically built the basic theory frame and main content of railway freight transport marketing, analyzed the basic elements and its structure relationship of the railway freight transport marketing theory, and then designed the marketing strategy and implement methods based on supply chain management for railway freight transport.
2. For the railway freight transport market, this paper suggested the objects, content and process of the investigation and prediction, and established the investigation and prediction proposal and related methods. And then by dynamic gray forecast model and Holt-Winters Exponential Smoothing method, the paper forecasted and analyzed the railway freight volume both for long-term and short-term. Typical railway freight product spectrum based on the overall product concept is established, application of Quality Function Deployment (QFD) is used in quality control of railway freight product.
3. Major client strategy and customer loyalty construction strategy based on the features of client structure of railway freight transport in China are built. And then by Life Cycle Theory, the paper analyzed the life cycle and value of major client for railway, and by data mining technology, established the development and preserving model of the potential major clients. And an example is given to show the application of the model.
4. Analyzed the business process of railway freight transport in other countries, and established the business process reengineering model of railway freight transport based on integrated supply chain management theory. And by this model, the paper systematic analyzed the business process status of railway freight transport in China, and suggested some related strategy about business process optimization for railway freight transport.
5. Systematically analyzed the object area, basic approaches and supporting elements of optimization strategy of railway freight transport, and two different optimal approaches, production-oriented and service-oriented, for transport organization. And then this paper suggested the strategy for improving the intensive degree of railway freight transport, and designed the route optimization model of railway freight transport based on opportunity cost. Applied to the tree network of railway heavy haul transport, the paper suggested a transport organization mode and a management system for integration of collection and distribution.
有鉴于此,本文以提高铁路货运核心竞争力为出发点,通过理论分析和实践总结,对铁路货运营销理论和发展问题进行了系统研究和深入探索。论文主要研究结论与创新点有：
(1)系统构建了铁路货运营销的基本理论架构,阐述了铁路货运营销的概念和特征,从内在动力和外在动力两个角度分析了铁路货运营销体系的形成机理,从活动、资源和功能等方面阐释了铁路货运营销体系的构成要素,根据铁路货运行业生产与消费不能分离等特征重构了客户关系管理、运输产品、运输组织、运输服务、分销与促销等营销子系统,建立了基于顾客供应链管理的铁路货运营销战略,并从目标、战略、实施、支撑等四个层面规划设计了其实施路线。
(2)分析了我国铁路货运市场调查与预测的目标、内容和流程,制定了铁路货运市场调查与预测方案和相关工作机制,运用动态灰色预测法、Holt-Winters指数平滑法对我国铁路货运量进行了中长期和短期预测分析。从货物品类、组织形式、服务水平、时效性要求和区域性差别等方面建立了基于整体产品理念的典型铁路货运产品谱,构造了以O-D对类型与货物类型为特征的二维货运产品体系,探讨了质量功能展开法在铁路货运产品质量控制中的应用。
(3)提出了基于中国铁路货运客户结构特征的大客户战略和客户忠诚度建设战略,运用客户生命周期理论,分析了铁路大客户生命周期及其价值,采用数据挖掘技术构建了基于客户生命周期的潜在型大客户发展和保持模型,并进行了实例测算。
(4)基于供应链一体化管理理论,在分析国外铁路货运业务流程的基础上,建立了铁路货运业务流程再造模型,系统分析与诊断了铁路货运业务流程状况,从需求受理、资源配置、电子商务和客户服务中心等方面提出了铁路货运业务流程优化的相关策略。
(5)系统阐述了铁路货运营销体系下的运输组织优化策略的目标领域、基本途径和支撑要素,深入分析了面向生产的生产规模化、经营集约化和面向服务的运输便捷化、服务物流化运输组织优化途径；提出了通过固定设施布局优化、移动设备运用集约化和车流径路优化提高铁路货运生产集约化程度的策略,建立了基于机会成本的铁路货运径路优化模型,为运力紧张时车流调整和运力宽松时车流回归提供了理论支撑；提出了适应“树”形网络的重量速度密度并举、货流车流对接、高效率和高协调性的装卸作业和良好的路企路港协作的铁路重载集疏运一体化运输组织模式,建立了我国多层重载运输管理体系。
Since reform and opening polices having been taken in China, all kinds of transportation modes have developed greatly and formed a competition status. The transport market has also improved with the transformation from planning economy to market economy. Marketing is an applied science which is based on economics, behavioral science and modern management theory. All kinds of the transport enterprises focus on marketing. In order to response to competition, transport enterprises always use marketing strategy in their actual business activities to improve their competitiveness. As the basic industry of national economy and the backbone of the integrated transport system, railway initially established its own marketing system during the past two decades, when it changed to market and join in competition. Because of constrains from the limited transport capacity and the reform of separation between government and enterprises, there are still many problems in marketing of the railway freight transport in China. The status of railway marketing cannot meet the requirements for railway freight transport to transit from production orientation to marketing orientation, and also cannot meet the needs of the svarious, individual demands of freight transport and logistics. This must seriously limit the comprehensive sustainable development of railway freight transport. The reason of above is that there is still lack of systematic and in-depth study on the marketing theory of railway freight transport in China. Therefore, it has a long-term strategic significance and great practical significance to research the theory and practices of railway freight transport marketing according to the current status and developing trend.
This dissertation conducts a systematic and in-depth research on the theory and developing methods of railway freight transport marketing through theoretical analysis and practical experiences, in order to improve the core competitiveness of railway freight transport. The innovations of this paper are as follows.
1. Systematically built the basic theory frame and main content of railway freight transport marketing, analyzed the basic elements and its structure relationship of the railway freight transport marketing theory, and then designed the marketing strategy and implement methods based on supply chain management for railway freight transport.
2. For the railway freight transport market, this paper suggested the objects, content and process of the investigation and prediction, and established the investigation and prediction proposal and related methods. And then by dynamic gray forecast model and Holt-Winters Exponential Smoothing method, the paper forecasted and analyzed the railway freight volume both for long-term and short-term. Typical railway freight product spectrum based on the overall product concept is established, application of Quality Function Deployment (QFD) is used in quality control of railway freight product.
3. Major client strategy and customer loyalty construction strategy based on the features of client structure of railway freight transport in China are built. And then by Life Cycle Theory, the paper analyzed the life cycle and value of major client for railway, and by data mining technology, established the development and preserving model of the potential major clients. And an example is given to show the application of the model.
4. Analyzed the business process of railway freight transport in other countries, and established the business process reengineering model of railway freight transport based on integrated supply chain management theory. And by this model, the paper systematic analyzed the business process status of railway freight transport in China, and suggested some related strategy about business process optimization for railway freight transport.
5. Systematically analyzed the object area, basic approaches and supporting elements of optimization strategy of railway freight transport, and two different optimal approaches, production-oriented and service-oriented, for transport organization. And then this paper suggested the strategy for improving the intensive degree of railway freight transport, and designed the route optimization model of railway freight transport based on opportunity cost. Applied to the tree network of railway heavy haul transport, the paper suggested a transport organization mode and a management system for integration of collection and distribution.
引文
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