【作者】 万石磊；

【导师】 陈引社；

【作者基本信息】 长安大学 ， 交通运输规划与管理， 2011， 硕士

【摘要】 随着运输市场的不断发展和完善,竞争越来越激烈,道路货运企业也在不断寻找新的突破口,拓展业务,满足客户多样化的需求,而营销活动正是道路货运企业在激烈竞争中的有利法宝,营销策略又是营销活动的关键所在,正确的营销策略是企业开展业务有力手段。本文结合市场营销学视角,将一般营销策略应用于道路货运企业中,形成具有道路货运企业特点的营销策略,因此本文重点在于探讨货运营销策略,寻找道路货运企业行之有效的营销发展对策。本文首先介绍了道路货运营销的背景及道路货运营销在国内外的研究现状,指出道路货运企业存在的不足,说明提高货运营销的重要性及本文研究的意义所在；其次,阐述了市场营销和道路货运的相关概念及特征,指出运输服务是一类特殊的产品,有其自身的特殊性；然后,再进一步在道路货运企业营销的环境、市场细分和目标市场的选择进行分析的基础上,详细地分析了货运的4Ps营销策略,即产品、价格、渠道,促销策略,从这四个方面,分析运输服务的概念、特点,影响因素及有效的具体策略；最后,针对以上研究,总结论文取得的研究成果和有待进一步研究的问题。更多还原

【Abstract】 With the development and improvement of the transport market, competition is increasing, the road freight transport companies are constantly looking for new opportunities, business development, and meeting the kinds of needs of customers, the marketing activities is beneficial magic of the road freight transport companies in the fierce competition, marketing tactics is the key to marketing activities, the right marketing tactics is a powerful measure for business company.With the perspective of marketing, general marketing strategy will be applied to road freight companies, forming the special marketing strategy of the road freight companies, so it is important to discuss the marketing tactics of freight and look for the effective marketing tactics in the paper. Firstly the paper describes the background and research status of the road freight marketing at home and abroad, pointing out the shortcomings of the road freight companies, indicating the importance of marketing and the significance of the study; Secondly, the paper describes the marketing and related concepts and features of the road freight, points out transport service is a special kind of products, has its own characteristics; and then further study that based on the analysis of the road freight business marketing environment, market segmentation and target market selection, a detailed analysis of the freight 4Ps marketing strategy:Product, Price, Place and Promotion, from the four aspects, analyzing the concept of transport services, features, factors, and effective specific strategy; Finally, based on the above study, summarizing the research achievements which the paper obtains and problems which need to be studied further.更多还原