摘要
面对日益激烈的物流市场竞争和快速升级的客户需求,昆明铁路物流中心为准确掌握市场环境变化,主动适应企业运输需求,积极推进铁路物流市场营销体系建设。通过围绕物流市场监测、运价策略运用、客户关系管理、营销队伍建设、物流信息化赋能等关键环节开展剖析;针对物流市场监测效果欠佳、市场化定价能力弱、客户粘性不足等问题,提出构建全方位物流市场监测网络、完善市场化定价机制、提供分层分类客户服务、优化营销队伍建设、增强营销信息赋能支撑等优化策略,有助于完善昆明铁路物流中心现代物流营销机制,为我国铁路物流中心营销体系建设提供创新实践经验。
To address the intensifying market competition and rapidly evolving customer demands in the logistics sector,Kunming Railway Logistics Center is proactively advancing the development of its marketing system to better track market dynamics and adapt to corporate transportation needs.This study examines key functional areas including logistics market monitoring,freight rate strategy application,customer relationship management,marketing team cultivation,and logistics information enabling.To overcome the identified shortcomings,such as ineffective market monitoring,weak market-oriented pricing capability,and insufficient customer loyalty,the paper proposes a series of optimization strategies.These include establishing a comprehensive logisticsmarket monitoring network,refining market-based pricing mechanisms,offering tiered and categorized customer services,strengthening the marketing team structure,and enhancing support through marketing information enabling.The proposed measures are designed to improve the modern marketing mechanisms of the Kunming Railway Logistics Center and to provide innovative practical insights for the development of marketing systems across China's railway logistics centers.
作者
张红琼
ZHANG Hongqiong(Kunming Railway Logistics Center,China Railway Kunming Group Co.,Ltd.,Kunming 650000,Yunnan,China)
出处
《铁道经济研究》
2025年第6期64-71,共8页
Railway Economics Research
基金
中国国家铁路集团有限公司科技研究开发计划重大课题(K2022X027)
中国铁路昆明局集团有限公司科技研究开发计划重大课题(K24Y75)。
关键词
铁路物流
市场营销
市场监测
运价策略
客户关系
营销信息化
railway logistics
marketing
market monitoring
freight rate strategy
customer relationship
IT applications for marketing
