本文關(guān)鍵詞： 鐵路貨運(yùn) 貨運(yùn)改革 營(yíng)銷(xiāo)策略　出處：《廣西大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著我國(guó)近年來(lái)經(jīng)濟(jì)結(jié)構(gòu)進(jìn)行調(diào)整,經(jīng)濟(jì)增速趨緩,全社會(huì)的運(yùn)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(shí)施去產(chǎn)能,金屬礦產(chǎn)、鋼鐵、煤炭等對(duì)鐵路運(yùn)輸較為依賴(lài)的大宗貨物運(yùn)量呈現(xiàn)逐年下滑的態(tài)勢(shì)。2015年,鐵路貨運(yùn)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(duì)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(duì)鐵路不存在依賴(lài)性的高附加值貨物的發(fā)送量快速增長(zhǎng),導(dǎo)致鐵路貨物運(yùn)輸?shù)氖袌?chǎng)占有率同步下降。2013年6月15日中國(guó)鐵路總公司正式實(shí)施貨運(yùn)組織改革。各鐵路局在貨改精神的指導(dǎo)下改組各自貨運(yùn)部門(mén),將貨運(yùn)營(yíng)銷(xiāo)職責(zé)交給新成立的貨運(yùn)營(yíng)銷(xiāo)部門(mén)。在貨運(yùn)組織改革持續(xù)深化之時(shí),在鐵路貨運(yùn)業(yè)務(wù)流程和受理方式都發(fā)生了巨大變化的形勢(shì)下,南寧鐵路局借貨運(yùn)改革之契機(jī),對(duì)運(yùn)輸經(jīng)營(yíng)管理體制進(jìn)行大膽革新,制定更加完善、靈活的經(jīng)營(yíng)策略,并使?fàn)I銷(xiāo)機(jī)制更能符合實(shí)際、適應(yīng)市場(chǎng),創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)從而爭(zhēng)取更大的市場(chǎng)份額。南寧鐵路局內(nèi)部還存在著競(jìng)爭(zhēng)意識(shí)不強(qiáng)、營(yíng)銷(xiāo)策略滯后等問(wèn)題,外部也有著公路、水路運(yùn)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(shì)下,對(duì)貨運(yùn)業(yè)務(wù)營(yíng)銷(xiāo)策略方面下真功夫,努力增強(qiáng)經(jīng)營(yíng)理念和營(yíng)銷(xiāo)意識(shí),以適應(yīng)形勢(shì)發(fā)展。本文以南寧鐵路局貨運(yùn)業(yè)務(wù)為研究對(duì)象,運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論,分析南寧鐵路局貨運(yùn)營(yíng)銷(xiāo)環(huán)境以及貨運(yùn)業(yè)務(wù)營(yíng)銷(xiāo)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,客觀地闡述南寧鐵路局貨運(yùn)業(yè)務(wù)營(yíng)銷(xiāo)中存在的問(wèn)題,明確目標(biāo)市場(chǎng),提出了相應(yīng)的營(yíng)銷(xiāo)策略,對(duì)未來(lái)南寧鐵路局貨運(yùn)業(yè)務(wù)市場(chǎng)營(yíng)銷(xiāo)能力的提升具有一定參考價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F532.6;F274

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