China Railway Freight Transportation Marketing Theory & Development

Since reform and opening polices having been taken in China, all kinds of transportation modes have developed greatly and formed a competition status. The transport market has also improved with the transformation from planning economy to market economy. Marketing is an applied science which is based on economics, behavioral science and modern management theory. All kinds of the transport enterprises focus on marketing. In order to response to competition, transport enterprises always use marketing strategy in their actual business activities to improve their competitiveness. As the basic industry of national economy and the backbone of the integrated transport system, railway initially established its own marketing system during the past two decades, when it changed to market and join in competition. Because of constrains from the limited transport capacity and the reform of separation between government and enterprises, there are still many problems in marketing of the railway freight transport in China. The status of railway marketing cannot meet the requirements for railway freight transport to transit from production orientation to marketing orientation, and also cannot meet the needs of the svarious, individual demands of freight transport and logistics. This must seriously limit the comprehensive sustainable development of railway freight transport. The reason of above is that there is still lack of systematic and in-depth study on the marketing theory of railway freight transport in China. Therefore, it has a long-term strategic significance and great practical significance to research the theory and practices of railway freight transport marketing according to the current status and developing trend.This dissertation conducts a systematic and in-depth research on the theory and developing methods of railway freight transport marketing through theoretical analysis and practical experiences, in order to improve the core competitiveness of railway freight transport. The innovations of this paper are as follows.1. Systematically built the basic theory frame and main content of railway freight transport marketing, analyzed the basic elements and its structure relationship of the railway freight transport marketing theory, and then designed the marketing strategy and implement methods based on supply chain management for railway freight transport.2. For the railway freight transport market, this paper suggested the objects, content and process of the investigation and prediction, and established the investigation and prediction proposal and related methods. And then by dynamic gray forecast model and Holt-Winters Exponential Smoothing method, the paper forecasted and analyzed the railway freight volume both for long-term and short-term. Typical railway freight product spectrum based on the overall product concept is established, application of Quality Function Deployment (QFD) is used in quality control of railway freight product.3. Major client strategy and customer loyalty construction strategy based on the features of client structure of railway freight transport in China are built. And then by Life Cycle Theory, the paper analyzed the life cycle and value of major client for railway, and by data mining technology, established the development and preserving model of the potential major clients. And an example is given to show the application of the model.4. Analyzed the business process of railway freight transport in other countries, and established the business process reengineering model of railway freight transport based on integrated supply chain management theory. And by this model, the paper systematic analyzed the business process status of railway freight transport in China, and suggested some related strategy about business process optimization for railway freight transport.5. Systematically analyzed the object area, basic approaches and supporting elements of optimization strategy of railway freight transport, and two different optimal approaches, production-oriented and service-oriented, for transport organization. And then this paper suggested the strategy for improving the intensive degree of railway freight transport, and designed the route optimization model of railway freight transport based on opportunity cost. Applied to the tree network of railway heavy haul transport, the paper suggested a transport organization mode and a management system for integration of collection and distribution.