北京铁路局货物运输营销策略研究
|
摘要
铁路是国民经济发展的动脉,铁路货物运输是货物运输市场的重要组成部分。铁路局作为货物运输组织的承担者和执行者,在各种运输方式飞速发展,市场竞争日趋激烈的形势下,正在面临日益严峻的考验,尤其是近几年,铁路货运已由卖方市场转变为买方市场,市场份额也在逐年下降。2005年3月,铁道部撤消分局,实行“铁路局直接管理站段”的新型管理体制,与之配套正在进行全路的生产力布局调整。面对这种形势,如何制定有效的市场营销策略,实现营销管理的创新是铁路货物运输能否在激烈的市场竞争中利于不败之地的关键,论文以北京铁路局为背景,研究其货物运输营销策略,具有重要的现实意义。
北京铁路局在全路的货物运输中占有重要地位,发挥着重大作用。论文在现场调研和查阅相关文献的基础上,总结了北京铁路局货物运输的现状,分析了其发展机遇和面临的挑战;论文归纳了货物运输营销策略研究相关的方法,主要包括铁路货物运输市场、目标市场选择及市场需求预测的方法,并结合北京铁路局的实际情况进行了分析、预测;在此基础上论文提出了北京铁路局货物运输市场定位和货运产品改革的策略;为使营销策略能够得到很好落实并产生预期的效益,论文最后从市场营销、货运组织、行车组织三方面提出了相应保障措施。
本文结合北京铁路局的客观实际状况,研究了北京铁路局货运营销策略,对于铁路运输企业适应市场需求,提高市场占有率具有一定的参考价值和指导意义。
The railway is the artery of the national economy and railway freight transportationation is regarded as a primary component of the freight transportationation market. With the rapid development of other transport modes and ever-more fierce competition in the transportation market, railway administrations, as undertakers in the transportation organization, are faced with increasing challenges. Especially in recent years, the railway transportation has transformed from seller's market to buyer’s market with its market share suffering year-to-year losses. In March 2005, railway administrations at regional level were annulled and the Ministry of Railways adopted a new type of management machnism in which stations and segments of the national railway system are under direct management of different railway bureaus, with the overall restructuring in line with the mechanism to enhance productivity. In this context, the key to survive in the fierce competition is that effective marketing policies should be formulated and innovation should me made in marketing management for the railway transportation sector. Taking Beijing Railway Bureau as the background, this paper is of practical significance in studying its marketing strategies.
Beijing Railway Bureau is in a very important position in the freight transportationation of the whole railway system. Based on field study and the documents referred, this paper investigates the current condition and exiting challenges as well as opportunities of Beijing Railway Bureau. By employing techniques of investigating on marketing policies in freight transportationion, including anlysing the freight transportation market and determining target market, and forecasting of market demand, the paper conducts anlyses and forcasts based on the current condition of railway freight transportation of Beijing Railway Bureau. On this basis the paper then proposes strategies of market positioning and railway service reform for the Beijing Railway Bureau. Finally, the paper puts forward the ensuring measures on marketing, organization of freight transportation and train operation in order to effectively implement the marketing strategies.
The paper studies the freight marketing policies of Beijing Railway Bureau based on its condition, and can help railway transportion enterprises meet the market demand and enlarge their market shares.
北京铁路局在全路的货物运输中占有重要地位,发挥着重大作用。论文在现场调研和查阅相关文献的基础上,总结了北京铁路局货物运输的现状,分析了其发展机遇和面临的挑战;论文归纳了货物运输营销策略研究相关的方法,主要包括铁路货物运输市场、目标市场选择及市场需求预测的方法,并结合北京铁路局的实际情况进行了分析、预测;在此基础上论文提出了北京铁路局货物运输市场定位和货运产品改革的策略;为使营销策略能够得到很好落实并产生预期的效益,论文最后从市场营销、货运组织、行车组织三方面提出了相应保障措施。
本文结合北京铁路局的客观实际状况,研究了北京铁路局货运营销策略,对于铁路运输企业适应市场需求,提高市场占有率具有一定的参考价值和指导意义。
The railway is the artery of the national economy and railway freight transportationation is regarded as a primary component of the freight transportationation market. With the rapid development of other transport modes and ever-more fierce competition in the transportation market, railway administrations, as undertakers in the transportation organization, are faced with increasing challenges. Especially in recent years, the railway transportation has transformed from seller's market to buyer’s market with its market share suffering year-to-year losses. In March 2005, railway administrations at regional level were annulled and the Ministry of Railways adopted a new type of management machnism in which stations and segments of the national railway system are under direct management of different railway bureaus, with the overall restructuring in line with the mechanism to enhance productivity. In this context, the key to survive in the fierce competition is that effective marketing policies should be formulated and innovation should me made in marketing management for the railway transportation sector. Taking Beijing Railway Bureau as the background, this paper is of practical significance in studying its marketing strategies.
Beijing Railway Bureau is in a very important position in the freight transportationation of the whole railway system. Based on field study and the documents referred, this paper investigates the current condition and exiting challenges as well as opportunities of Beijing Railway Bureau. By employing techniques of investigating on marketing policies in freight transportationion, including anlysing the freight transportation market and determining target market, and forecasting of market demand, the paper conducts anlyses and forcasts based on the current condition of railway freight transportation of Beijing Railway Bureau. On this basis the paper then proposes strategies of market positioning and railway service reform for the Beijing Railway Bureau. Finally, the paper puts forward the ensuring measures on marketing, organization of freight transportation and train operation in order to effectively implement the marketing strategies.
The paper studies the freight marketing policies of Beijing Railway Bureau based on its condition, and can help railway transportion enterprises meet the market demand and enlarge their market shares.
引文
[1] 北京铁路局.北京铁路局年鉴.1999-2005年
[2] 交通部综合规划司.交通部统计年鉴.2005年
[3]罗国雄.铁路货运组织.中国铁道出版社.2001年
[4]黄武彪.铁路货运的现状与营销对策.铁道物资科学管理,2005,(6):40-41
[5]杨文华.铁路货运产品营销策略研究.铁道经济研究,2003,(3):23
[6]黄乃祥,章沂.体制改革对北京铁路局运输结构的影响和对策.铁道运输与经济,2005,(9):53
[7]邓胜梁,许绍李,张庚淼.市场营销管理:理论与策略.上海人民出版社.1999.P5
[8]刘作义.铁路市场营销学.中国铁道出版社,2001: 310-3
[9]屈云涛.市场细分.企业管理出版社,1999: 167-16
[10][美]菲利普科特勒.营销管理.上海人民出版社.2000.P27
[11]H.克雷格.彼得森,W克里斯.刘易斯.管理经济学.中国人民大学出版社.P80
[12]沈庆业.铁路货运营销策略的探讨.铁道运输与经济,2002.1: 13-14
[13]岳伟.营销危机中的服务策略.中外管理,2001.2
[14]周鸿铎.市场营销策略.中国发展出版社,1998: 196-20
[15]常艳影.铁路运输企业市场营销管理思考[J].理论学习与探索,2002,(2):66
[16]张峰.运用营销谋略抢占运输市场.铁道运输与经济,2001.6: 7-8
[17]郑国华,林奋强.以市场化经营为导向努力提高铁路货运的市场竞争能力.综合运输,2000.2
[18]张正清.铁路运输营销实务初探.铁道经济研究,2000.1
[19]赵翠霞,张于心,孙毅,陈志业.城际铁路发展模式研究[J].北方交通大学学报,2004,(4).
[20]叶建华,查伟雄,陶思宇.对铁路货运营销的思考.行业管理
[21]上海铁路局.在激烈的货运市场竞争中以创新求发展.中国铁路,2000.1
[22]Adrian Payne. The Essence of Service Marketing. Prentice Hall Inc,1993,47-59
[23] Pavone G. Evaluation factor for rail-transport service quality.Rail Internatinal,1997,(6):p 47-59
[24] Ploikin DJ. Carrying freight on high-speed rail line. Transport Engng, 1997,(3):199-201
[25] Lovelock. C.H. Marketing Service-Third Edition Prentice Hall INC.2000.P149
[2] 交通部综合规划司.交通部统计年鉴.2005年
[3]罗国雄.铁路货运组织.中国铁道出版社.2001年
[4]黄武彪.铁路货运的现状与营销对策.铁道物资科学管理,2005,(6):40-41
[5]杨文华.铁路货运产品营销策略研究.铁道经济研究,2003,(3):23
[6]黄乃祥,章沂.体制改革对北京铁路局运输结构的影响和对策.铁道运输与经济,2005,(9):53
[7]邓胜梁,许绍李,张庚淼.市场营销管理:理论与策略.上海人民出版社.1999.P5
[8]刘作义.铁路市场营销学.中国铁道出版社,2001: 310-3
[9]屈云涛.市场细分.企业管理出版社,1999: 167-16
[10][美]菲利普科特勒.营销管理.上海人民出版社.2000.P27
[11]H.克雷格.彼得森,W克里斯.刘易斯.管理经济学.中国人民大学出版社.P80
[12]沈庆业.铁路货运营销策略的探讨.铁道运输与经济,2002.1: 13-14
[13]岳伟.营销危机中的服务策略.中外管理,2001.2
[14]周鸿铎.市场营销策略.中国发展出版社,1998: 196-20
[15]常艳影.铁路运输企业市场营销管理思考[J].理论学习与探索,2002,(2):66
[16]张峰.运用营销谋略抢占运输市场.铁道运输与经济,2001.6: 7-8
[17]郑国华,林奋强.以市场化经营为导向努力提高铁路货运的市场竞争能力.综合运输,2000.2
[18]张正清.铁路运输营销实务初探.铁道经济研究,2000.1
[19]赵翠霞,张于心,孙毅,陈志业.城际铁路发展模式研究[J].北方交通大学学报,2004,(4).
[20]叶建华,查伟雄,陶思宇.对铁路货运营销的思考.行业管理
[21]上海铁路局.在激烈的货运市场竞争中以创新求发展.中国铁路,2000.1
[22]Adrian Payne. The Essence of Service Marketing. Prentice Hall Inc,1993,47-59
[23] Pavone G. Evaluation factor for rail-transport service quality.Rail Internatinal,1997,(6):p 47-59
[24] Ploikin DJ. Carrying freight on high-speed rail line. Transport Engng, 1997,(3):199-201
[25] Lovelock. C.H. Marketing Service-Third Edition Prentice Hall INC.2000.P149