【作者】 张宇；

【导师】 曾莲香；

【作者基本信息】 河北工业大学 ， 工商管理， 2006， 硕士

【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。更多还原

【Abstract】 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.更多还原