【摘要】：隨著社會經(jīng)濟的快速發(fā)展,物流方式正在不斷的發(fā)生著變化,傳統(tǒng)的鐵路貨運行業(yè)在新的物流形式中面臨著機遇與挑戰(zhàn)。鐵路貨運想要跟上時代的步伐,就必須緊跟現(xiàn)代物流業(yè)發(fā)展的潮流,在搶占物流市場份額的過程中,鐵路貨運企業(yè)更要加強市場營銷工作,制定合適的營銷策略,發(fā)揮鐵路貨運優(yōu)勢,提升鐵路貨運的市場競爭力。論文運用PEST分析方法、STP分析方法和4P營銷組合等市場營銷的分析方法,對哈爾濱鐵路局貨運中心當前的市場營銷狀況進行了分析,得出了當前哈爾濱鐵路局貨運中心在市場營銷方面主要存在著服務功能單一、價格制定不靈活、渠道建立不規(guī)范以及促銷手段落后等問題。論文在對哈爾濱鐵路局貨運中心面臨的外部營銷環(huán)境進行分析,并結合相關營銷策略理論的基礎上,明確了哈爾濱鐵路局貨運中心的市場定位,即需要以全方位管理、全品類流通、全流程跟蹤、全過程控制為發(fā)展目標。加強電商合作,打造鐵路快遞,實現(xiàn)全程聯(lián)運新模式。同時提出了哈爾濱鐵路局貨運中心在營銷策略方面,需要開發(fā)更多的服務種類,提升零散貨運份額,拓展集裝化運輸,提升服務創(chuàng)新能力。不斷優(yōu)化價格策略,實現(xiàn)運輸產(chǎn)品定價制度的多樣化,改革指定路徑計費方法,加強議價項目管理。改革貨運主渠道,發(fā)展貨運代理并積極開展電子商務活動。哈爾濱鐵路局貨運中心在促銷策略方面需要強化廣告促銷,加強在線促銷并優(yōu)化銷售促進策略。為了保障哈爾濱鐵路局貨運中心營銷策略的順利實施,論文提出推進安全管理規(guī)范化,推進現(xiàn)場作業(yè)標準化,完善零散貨物快運服務平臺,完善營銷制度建設等營銷策略的保障措施。從當前及長遠來看,依靠我國現(xiàn)有鐵路資源,制定科學的市場營銷策略,加快其向現(xiàn)代物流轉型是我國綜合運輸與物流體系建設的客觀需求,是鐵路貨運改革發(fā)展的重要戰(zhàn)略選擇,也是發(fā)揮鐵路優(yōu)勢,構建和諧鐵路的重要戰(zhàn)略舉措。
[Abstract]:With the rapid development of the social economy, the logistics mode is changing constantly. The traditional railway freight industry is facing the opportunities and challenges in the new logistics form. In order to keep up with the pace of the times, the railway freight transportation must follow the trend of the development of the modern logistics industry. In the process of grabbing the share of the logistics market, the railway freight transportation enterprise is in the process of taking up the market share of the logistics. We should strengthen marketing work, formulate appropriate marketing strategies, give full play to the advantages of railway freight and enhance the market competitiveness of railway freight. The paper analyzes the marketing situation of Harbin Railway Bureau by using PEST analysis method, STP analysis method and 4P marketing combination and so on. At present, there are some problems in the market marketing of the Harbin Railway Bureau's freight center, such as the single service function, the inflexibility in price setting, the unstandard establishment of channels and the backward promotion means. The paper analyzes the external marketing environment of the freight center of the Harbin Railway Bureau, and on the basis of the related marketing strategy theory. The market positioning of the freight center of the Harbin Railway Bureau has been confirmed, that is, it is necessary to take full range of management, whole class circulation, whole process tracking and whole process control as the development goal. It is necessary to strengthen the cooperation of e-commerce, build railway express, and realize the new mode of the whole process combined transportation. At the same time, it also puts forward that the freight center of Harbin Railway Bureau needs to develop more marketing strategies. Types of services, promotion of scattered freight share, expansion of centralized transportation, promotion of service innovation capability, continuous optimization of price strategies, diversification of the pricing system for transportation products, reform of the method of charging the designated path, strengthening the management of the negotiated items, reforming the main channels of freight transport, developing freight forwarding agents and actively carrying out electronic commerce activities. Harbin Railway In order to ensure the smooth implementation of the marketing strategy of the freight center of the Harbin Railway Bureau, the paper proposes to promote the standardization of safety management, promote the standardization of the field operation, improve the service platform for the scattered goods and perfect the marketing system. From the present and the long run, relying on the existing railway resources in our country, making scientific marketing strategy and speeding up its transformation to modern logistics is the objective demand of the comprehensive transportation and logistics system construction in our country. It is an important strategic choice for the railway freight reform and development, and also the advantage of railway construction. The important strategic measures of the harmonious railway.
【學位授予單位】：蘭州交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F532.6;F274

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