摘要
结合长三角铁路货运特点,分析铁路货运营销面临的现状和存在的问题。针对铁路货运向现代物流转型发展实际,从机制建设、产品开发、运输保障、价格引导、渠道建设、产品促销等方面,探讨铁路货运营销策略,强化营销工作常态化管理,为铁路货运营销发展提供参考。
Taking characteristics of the Yangtze River Delta into consideration, this paper analyzes the current situation and challenges faced by marketers in the railway freight transport industry. Against the backdrop of the industry＇s transition to modern logistics, the author discusses the marketing strategies from such aspects as renovating mechanisms, developing new products, stepping up transport support, providing pricing guidelines, building marketing channels, and promoting products. These proposals, focusing on strengthening marketing management on a regular basis, are expected to serve as reference points for the development of the industry.
出处
《铁道货运》
2018年第1期5-8,共4页
Railway Freight Transport
基金
中国铁路总公司科技研究开发计划课题(2015X006-B
2016X006-C)
关键词
铁路货运
营销现状
存在问题
货运经营
营销策略
Railway Freight Transport
Current Situation of Marketing
Existing Problems
Freight Management
Marketing Strategy
