Pearl River Delta Railway Freight Transport Actuality Analysis And Marketing Countermeasure Research

Despite of the increase of overall economic volume, Guangzhou Railway Group Corporation (GRC) has been experiencing a descending railway freight transport in recent years, which is particularly obvious in the Pearl River Delta region. The objective reason for that is the fact that the railway industry has long been bound by the system of planned economy and must shoulder much social and commonweal functions, while the subjective reason is the business notion, managerial system, marketing mechanics as well as the service quality of the railway industry can not adapt to the needs of the market along with the rapid-changing outside environment.In June 2003, Mr. Liu Zhijun, Minister of the Railways put forward the strategic objective of fulfilling a forward-leaping development of Chinese railways. Taking into consideration of its actual situation, GRC accordingly established its blueprint for realizing a forward-leaping development, which was to take the geographic, market and policy advantages of GRC being located in the Pearl River Delta region with Guangzhou as its center and to reverse its lagged-behind situation of development within three to five years so as to achieve the goal of taking the lead in railway forward-leaping development.In order to fulfill the strategic objective , it is necessary for GRC to conduct a comprehensive and systematic research on the current situation and development of railway freight transport in the Pearl River Delta region. The essay starts with the argumentation of development objective of railway freight transport in Pearl River Delta region and analyses in detail the environment which is experiencing both internal and external competitions. The author then points out although there are many good external opportunities for developing railway freight transport in Pearl River Delta region into a modern logistic industry, there do exist many internal disadvantages. The only way to win the competitions is to grasp the opportunity of development, get over the internal deficiencies, and speed up the establishment of a modern logistics service system, which shall suit the requirements of market economy, be in line with the international standard, and can provide a full-scale quality services to industrial and commercial enterprises. Based on that, the author further puts forward a step-by-step development strategy for rapidly developing railway freight transport in Pearl River Delta region into a modern logistic industry and fulfilling its sustained development. Besides, the author brings forward a number of ideas and suggestions for the...