摘要
针对我国铁路货运量下滑现状,从现有营销措施出发,分析铁路货运营销存在的主要问题。针对铁路货运营销观念淡薄,货运组织与市场营销理论脱节,缺乏营销工作的机制保障等问题,结合我国铁路货运发展实际,提出科学规划铁路货运营销发展策略,建立营销生产统一管理机制,确立以利润为主导的经营考核体系,科学制定营销策略和完善电子商务信息系统功能建设等发展对策。
Targeting with decrease of freight transport volume in China, this paper analyzes the main problems existing in railway freight transport marketing from the aspect of marketing measures. On the problems of ignored intention on railway freight transport marketing, disjointing between freight transport organization and marketing theory and lack of mechanism and guarantee of marketing works, the paper, combining with actual status of freight transport development in China, puts forward the development countermeasures, such as scientifically planning development measures of railway freight transport marketing, establishing management mechanism of marketing-production-unifying, establishing the operation and examination' system with lead of profit, instituting marketing strategies and improving the functional establishment of e-business information system.
出处
《铁道货运》
2013年第1期30-33,63,共4页
Railway Freight Transport
关键词
铁路
货运营销
发展策略
对策研究
Railway
Freight Transport Marketing
Development Strategy
Countermeasure Research
