本文關(guān)鍵詞： 鐵路貨運 貨運改革 營銷策略　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國近年來經(jīng)濟結(jié)構(gòu)進行調(diào)整,經(jīng)濟增速趨緩,全社會的運輸需求結(jié)構(gòu)都發(fā)生了重大變化。由于供給側(cè)結(jié)構(gòu)性改革以及高消耗高排放產(chǎn)業(yè)實施去產(chǎn)能,金屬礦產(chǎn)、鋼鐵、煤炭等對鐵路運輸較為依賴的大宗貨物運量呈現(xiàn)逐年下滑的態(tài)勢。2015年,鐵路貨運總發(fā)送量完成33.58億噸,比上年減少4.55億噸,下降11.9%,貨物發(fā)送量已連續(xù)兩年降低。而與此形成鮮明對比的是,隨著互聯(lián)網(wǎng)科技的飛速發(fā)展,白貨、包裹和零散貨物等對鐵路不存在依賴性的高附加值貨物的發(fā)送量快速增長,導(dǎo)致鐵路貨物運輸?shù)氖袌稣加新释较陆怠?013年6月15日中國鐵路總公司正式實施貨運組織改革。各鐵路局在貨改精神的指導(dǎo)下改組各自貨運部門,將貨運營銷職責(zé)交給新成立的貨運營銷部門。在貨運組織改革持續(xù)深化之時,在鐵路貨運業(yè)務(wù)流程和受理方式都發(fā)生了巨大變化的形勢下,南寧鐵路局借貨運改革之契機,對運輸經(jīng)營管理體制進行大膽革新,制定更加完善、靈活的經(jīng)營策略,并使?fàn)I銷機制更能符合實際、適應(yīng)市場,創(chuàng)造競爭優(yōu)勢從而爭取更大的市場份額。南寧鐵路局內(nèi)部還存在著競爭意識不強、營銷策略滯后等問題,外部也有著公路、水路運輸業(yè)蓬勃發(fā)展等挑戰(zhàn),這都迫使南寧鐵路局必須在新形勢下,對貨運業(yè)務(wù)營銷策略方面下真功夫,努力增強經(jīng)營理念和營銷意識,以適應(yīng)形勢發(fā)展。本文以南寧鐵路局貨運業(yè)務(wù)為研究對象,運用市場營銷理論,分析南寧鐵路局貨運營銷環(huán)境以及貨運業(yè)務(wù)營銷的優(yōu)勢、劣勢、機會和威脅,客觀地闡述南寧鐵路局貨運業(yè)務(wù)營銷中存在的問題,明確目標(biāo)市場,提出了相應(yīng)的營銷策略,對未來南寧鐵路局貨運業(yè)務(wù)市場營銷能力的提升具有一定參考價值。
[Abstract]:As China's economic structure has been adjusted in recent years, the economic growth rate has slowed down, and the transport demand structure of the whole society has undergone major changes. As a result of supply-side structural reforms and the implementation of deproductivity, metal minerals, and iron and steel in high-consumption and high-emission industries, In 2015, the total volume of rail freight delivered was three billion three hundred and fifty-eight million tons, a decrease of 455 million tons over the previous year. By contrast, with the rapid development of Internet technology, the volume of high-value-added goods, such as white goods, parcels and scattered goods, which do not depend on railways, has increased rapidly. In June 15th 2013, China Railway Corporation formally implemented the reform of freight transport organization. Under the guidance of the spirit of freight reform, each railway bureau reorganized their respective freight departments. Turn over the responsibility of freight transportation marketing to the newly established freight transport marketing department. While the reform of freight transport organization continues to deepen, and under the situation of great changes in the railway freight transport business process and handling methods, Nanning Railway Bureau takes advantage of the opportunity of freight transport reform. To carry on the bold innovation to the transportation management and management system, to formulate more perfect and flexible management strategy, and to make the marketing mechanism more realistic and adapt to the market, Nanning Railway Bureau also has problems such as weak competition awareness, lagging marketing strategy, and challenges such as the vigorous development of the road and waterway transportation industry, and so on, in order to create a competitive advantage and strive for a greater market share. All this forces Nanning Railway Bureau to make real efforts on the marketing strategy of freight transportation under the new situation, and try to strengthen the management concept and marketing consciousness in order to adapt to the development of the situation. This paper takes the freight business of Nanning Railway Bureau as the research object. By using the marketing theory, this paper analyzes the freight transportation marketing environment of Nanning Railway Bureau and the advantages, disadvantages, opportunities and threats of the freight transport business marketing, and objectively expounds the problems existing in the freight transport business marketing of Nanning Railway Bureau, and clarifies the target market. The paper puts forward the corresponding marketing strategy, which has certain reference value for the promotion of the marketing ability of Nanning Railway Bureau's freight business in the future.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F532.6;F274

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本文編號：1511729