Abstract In recent years, with the rapid development of our country's economy, people's living standards have improved significantly. As the lifeblood of our country's economy, railway freight bears a major historical responsibility. Railway freight marketing plays a key role and position in the entire railway transportation operation, and it has a strong promoting effect on effectively strengthening the competitiveness of the entire freight market. This article will conduct a brief study on railway freight marketing strategies.
Keywords railway freight; marketing; strategy research
With the development and progress of the times, the effective implementation of railway freight reform is urgent. In order to fully adapt to the ever-changing market situation, vigorously reform and optimize the railway freight marketing strategy and achieve breakthrough progress is a huge challenge currently faced by the railway freight sector.
1. The necessity of strengthening railway freight marketing
As far as the current situation is concerned, the reform of the relevant management system of the entire railway system has gradually entered a critical period. Railway freight reform As a difficult point in the reform of the railway transportation system, its important position cannot be ignored. It can be seen that doing a good job in railway freight reform is the primary task of completing the reform of my country's railway transportation system. To put it more specifically, the main source of railway transportation revenue is railway freight revenue. In order to ensure the strong expansion of the freight market and the effective increase in actual income, it is necessary to ensure the operation of railway freight universities. This is mainly because of the actual railway construction funds. It is relatively dependent on freight, that is, the amount of the fund is mainly determined by the size of railway freight volume. It can be seen that railway freight marketing has a direct impact on the construction and development of my country's railway industry.
At the same time, we should always pay attention to the complexity and arduousness of railway freight marketing work. Comparing freight and passenger transport, we can know that there is still a big gap in today's railway freight marketing work. The main reason is that the challenges faced by railway freight reform are more complex and the actual contradictions are deepening, resulting in many difficulties in reform. It can be seen from daily freight work that railway freight marketing is very difficult because it is restricted by transportation organization, transportation capacity, management system and other factors. Railway freight marketing work is very complex, and it needs to go through a process from quantitative change to qualitative change.
Therefore, in order to meet the needs of the development of the times, it is necessary to speed up the reform of railway freight. This requires efforts to strengthen marketing work, realize the active development of the entire railway freight market, and fundamentally increase the number of railway freight. Specific income.
2. Strategy analysis
2.1 Product strategy
(1) Develop new products
Open express lines with fixed lines and under-axle operation Direct train. Since the cargo flow changes at any time, it is difficult for express trains to meet the requirements of full axle marshalling and departure punctuality. In order to gradually increase the market share of railway freight, avoid delayed delivery of goods, and win the credibility of cargo owners, the railway can implement Express train running under axle. In order to avoid losses caused by under-axle operation of trains, the operation of such trains should be organized by railway bureaus with sufficient transportation resources.
Open seasonal express trains. For materials that require high transportation safety, quality and timeliness, such as fresh food, local specialties, agricultural and sideline products and various seasonal daily commodities, as well as urgently needed materials with special needs, sufficient transportation capacity will be quickly mobilized and express delivery will be temporarily added. train.
Open container express trains. Due to its fixed packaging and good safety, container transportation is suitable for multimodal transportation of light and high value-added goods, and is easy to realize "door-to-door" transportation. It is currently the most widely used transportation method to meet the demand for rapid transportation of goods. It is also a transportation method that is vigorously developed by countries around the world.
Open intercity freight trains departing from morning to morning in the evening. Intercity freight trains refer to high-density express freight trains running between two cities. Link intercity trains with stepped trains and trains that collect cargo flow within tubes to expand short-distance transportation volume.
(2) Optimize existing products
It is possible to establish a chartered transportation mechanism in which the contractor organizes the supply of goods and ensures the revenue of the roadside party, and the roadside party organizes transportation and ensures transportation quality; If the train pays the toll, the railway operator can operate the train if it owes the train, which ensures punctual operation and closes the connection between the train and the market. The contradiction between the traffic gathering time of the current trains and the high-density operation of the trains is quite prominent. To this end, an operation mode that closely connects the intra-regional train lines with the inter-bureau train lines can be adopted, or it can also cooperate with other modes of transportation to organize public railways. , sea-rail multimodal transport and international combined transport to achieve one-stop door-to-door service.
2.2 Distribution channel strategy
(1) Add service outlets
In enterprise-intensive areas, large enterprises, high-tech industrial development zones, etc. that intend to choose railway transportation We will add service outlets locally, strive for supply of goods by providing convenience and service to customers, and promote and improve the extension of the railway transportation network functions.
(2) Implement the key customer strategy
Organize various railway bureaus to conduct investigations on major freight companies and establish a key customer information resource database to strengthen customer service management and develop new customers Lay the foundation.
(3) Vigorously develop combined transportation.
On the one hand, scattered goods from various places can be gathered into parts and transported to the freight yard for unified packaging and shipment; on the other hand, goods arriving in batches can be broken into parts and transported to various places to realize rural distribution. The situation of townships and towns being connected by trains will promote and improve the extension of the functions of the railway transportation network and maximize the supply of goods.
(4) Actively carry out e-commerce marketing
Use the e-commerce platform to establish a railway freight marketing consulting system, improve the railway freight marketing network, optimize freight business processes, and use network and information technology at the same time Study the needs of service objects and meet social transportation needs.
(5) Accelerate the logistics of railway freight
Through the integration of freight business, railway freight operations, loading and unloading, packaging, storage, warehousing, circulation processing, distribution and other businesses will be integrated. Single, dispersed businesses are integrated into a complete supply chain with process optimization, and gradually transformed into a modern logistics enterprise with railway transportation as its core advantage.
2.3 Promotional Strategies
Nowadays, market competition is becoming increasingly fierce. When railway companies face such big challenges, they should promptly adopt various promotional methods to effectively publicize the advantages of railway transportation. These include the many advantages of railway transportation such as economy, safety, comfort and punctuality, etc., thus creating an excellent social image for railway freight, enabling it to stand out in the industry and be known and trusted by more outstanding companies. This can In addition to the supply of railway goods, the steady sales of the railway's own products have been achieved, which has greatly increased the actual market share of the railway freight market. At the same time, company employees can also be dispatched so that they can obtain the latest company demand information in a timely manner and fully understand the production, operation, sales, and inventory status of relevant companies, so that the railway department can tailor-make specific transportation plans for the company. , For those areas where the transportation situation is not particularly tense for a long time or within the relevant direction, corresponding freight transportation policies of chartered lines, chartered parking spaces, and chartered train groups can be implemented, so that the railway freight capacity can be fully utilized. In addition, we should increase the promotion and publicity of railway freight, maximize the advertising effect, strengthen employee sales, improve service quality, and achieve high-quality development of railway transportation. At the same time, we should also strengthen railway freight through news and other media. Publicity, relevant units can actively participate in some social welfare sponsorship activities, increase the advocacy of trust in transportation, and seize the opportunity to use the corresponding market opportunities to carry out large-scale industrial promotion, so as to contribute to the glorious image of railway freight.
In summary, in order to fully realize my country’s sustainable railway development strategy, railway freight marketing needs to be implemented as the most urgent task.
References
[1] Chen Yujian, San Mao. Analysis of railway transportation target market positioning and selection [J]. Railway Procurement and Logistics, 2010(8).
[2] Feng Fenling, Lan Dan, Yuan Ren, Li Hongyan. Research on my country’s Railway Freight Marketing Strategies [J]. Railway Transportation and Economy, 2009, 31(10).