本文選題：鐵路客貨運(yùn)輸 + 市場預(yù)測　； 參考：《中南大學(xué)》2012年碩士論文

【摘要】：鐵路是國民經(jīng)濟(jì)發(fā)展的大動(dòng)脈,是重要的國家基礎(chǔ)設(shè)施,在我國綜合交通運(yùn)輸體系中占據(jù)十分重要的地位。二十一世紀(jì)以來,隨著我國市場經(jīng)濟(jì)的快速發(fā)展,民航、公路與水上運(yùn)輸?shù)冉煌ǚ绞桨l(fā)展強(qiáng)勁,尤其是高速公路的迅速崛起,給鐵路客貨運(yùn)輸市場帶來了巨大的沖擊,鐵路客貨運(yùn)市場份額在激烈競爭中不斷下降,鐵路已經(jīng)從傳統(tǒng)的買方市場向賣方市場轉(zhuǎn)變。因此,研究鐵路運(yùn)輸企業(yè)應(yīng)對激烈市場競爭的營銷策略具有非常重要的意義。 論文在現(xiàn)場調(diào)研和查閱相關(guān)文獻(xiàn)的基礎(chǔ)上,總結(jié)了內(nèi)蒙古自治區(qū)運(yùn)輸市場競爭形勢,分析了鐵路運(yùn)輸?shù)氖袌龈偁幮蝿莺褪袌龅匚?利用回歸預(yù)測方法對鐵路局未來客貨運(yùn)量進(jìn)行了運(yùn)量預(yù)測,為下一步制定營銷戰(zhàn)略提供了參考依據(jù)；運(yùn)用交通運(yùn)輸系統(tǒng)相關(guān)分析方法對呼和局客貨運(yùn)輸市場營銷的現(xiàn)狀與不足做了詳細(xì)說明,并在此基礎(chǔ)上對旅客運(yùn)輸市場和貨物運(yùn)輸市場進(jìn)行了市場細(xì)分、診斷與目標(biāo)市場與潛在市場選擇；運(yùn)用SWOT分析法對鐵路客貨運(yùn)營銷環(huán)境進(jìn)行優(yōu)勢與劣勢、外部機(jī)會(huì)與威脅進(jìn)行詳細(xì)論述,構(gòu)建SWOT戰(zhàn)略分析矩陣,形成組合戰(zhàn)略,利用層次分析方法對組合戰(zhàn)略的實(shí)施重點(diǎn)進(jìn)行計(jì)算評價(jià),得出最優(yōu)營銷戰(zhàn)略,并在此基礎(chǔ)上,結(jié)合現(xiàn)代企業(yè)市場營銷理論提出了鐵路客貨運(yùn)在發(fā)展理念、軟硬件技術(shù)、產(chǎn)品、價(jià)格、促銷及分銷上的一系列營銷策略。 本文結(jié)合呼和局的客觀實(shí)際情況,研究了鐵路局的客貨運(yùn)市場營銷戰(zhàn)略,并分析得出切實(shí)可行的科學(xué)營銷方法對于鐵路局適應(yīng)市場需求,提高市場競爭力與市場份額,具有一定的參考價(jià)值與指導(dǎo)意義。
[Abstract]:Railway is the main artery of the development of national economy and an important national infrastructure. It occupies a very important position in the comprehensive transportation system of our country. Since 21 century, with the rapid development of China's market economy, the development of transportation modes such as civil aviation, highway and water transportation has been strong, especially the rapid rise of highway, which has brought huge impact to the railway passenger and freight transport market. The market share of railway passenger and freight has been declining in the fierce competition, and the railway has changed from the traditional buyer's market to the seller's market. Therefore, it is of great significance to study the marketing strategy of railway transportation enterprises to deal with the fierce market competition. On the basis of on-the-spot investigation and reference of relevant documents, the paper summarizes the situation of transportation market competition in Inner Mongolia Autonomous region, and analyzes the market competition situation and market position of railway transportation. The future passenger and cargo volume of railway bureau is forecasted by regression forecasting method, which provides a reference for the next marketing strategy. This paper makes a detailed description of the present situation and shortcomings of the marketing of passenger and cargo transportation in Huhe Bureau by using the relevant analysis method of transportation system, and on the basis of this, makes a market segmentation of the passenger transport market and the freight transport market. Diagnosis, target market and potential market selection, SWOT analysis method is used to analyze the advantages and disadvantages of railway passenger and freight marketing environment, external opportunities and threats are discussed in detail, SWOT strategic analysis matrix is constructed, and combined strategy is formed. Based on the analytic hierarchy process (AHP) method, the optimal marketing strategy is obtained. On this basis, the development concept, software and hardware technology, and products of railway passenger and freight transportation are put forward in combination with modern enterprise marketing theory. A series of marketing strategies for price, promotion, and distribution. Combined with the objective situation of Huhe Bureau, this paper studies the marketing strategy of passenger and freight transportation of Railway Bureau, and analyzes the feasible scientific marketing methods for railway bureau to adapt to the market demand, improve the market competitiveness and market share. It has certain reference value and guiding significance.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F532

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本文編號(hào)：2074756