Study On The Marketing Strategy Of Railway Breakbulk Cargo Transport For Shijiazhuang South Railway Station

In recent years, transportation and communication are under rapid development in China. Planned economy directed monopoly in the market of breakbulk cargo transportation by railway system has been broken down by the current fierce competition. Breakbulk cargo transportation companies are experiencing unprecedented challenges from highway transportation and other means as well, resulting in railway companies'shrinking market share. The Shijiazhuang south railway station, the hub of railway transportation and communication in North China, has been one of the largest state-owed enterprises whose major businesses are breakbulk cargo freight transportation and travelers'transportation. The marketing strategy in the Shijiazhuang south railway station till now still lags behind the development of nation's whole freight market. It is imperative that the SRBB start strengthening company's marketing strategy systematically.The thesis consists of six chapters. The first chapter stated the importance of the chosen topic. The second chapter systematically summarized the modern theories on marketing strategy and the basic theories and mainstream viewpoints of railway marketing strategy. In the third chapter and the forth chapter, the author, from the point of view of the macro environment which breakbulk cargo transportation by railway system market faces, listed the status, features, and the new problems of our country's railway freight development. After the analysis upon the inner operation environment in the Shijiazhuang south railway station, especially upon the statistical data from the past clients, the author creatively pointed out some defects in the operation of the Shijiazhuang south railway station such as simple freight goods products, inflexible price system, etc. SWOT method was exploited to analyze the competitive trends of freight transportation market. A deeper classification of railway freight transportation market was presented in chapter five, and potential target markets which can be acquired by various railway transportation means are also advanced. The chapter six is the main body of the thesis. Using modern marketing theory, the author studied the freight marketing strategies of the Shijiazhuang south railway station, and consequently designed the novel marketing strategies as follows: developing multiple transportation products, reforming current transportation price system, and implementing freight agency mechanism.