The Research On Freight Marketing Innovation Of HarBin Railway Department Based On Customer Value

Transport is an important content of necessary in social economy, and contemporary developed transport system has become an important material base what have made social economy works normally. As socialism market economy developing and the reform deepen, railroad transport market has been faced tremendous challenges and chances, but marketing status of railway at the present, can't fit for marketing economy and the need railway's development itself at all. Freight marketing obviously lags compared with passenger transport, and freight transport of railway is losing bigger and bigger marketing share as the transport marketing's competition becomes stronger and stranger. If the marketing management of railway freight enterprises had been developed scientific and standard, it should be executed marketing innovation strategies, and improve the capabilities of market adaptability, so as to mould the core-competition capability of transport enterprises of railway.Satisfying customers'needs is the final intention of enterprises'production and management, the best method is to provide requisite value for customers what include materials and spirits. Customer value theory is the deeper and more general research to customers, and no other than the enterprise's cognition of customer value close to the customers'themselves, marketing would be a way to satisfy the need of customers'. This thesis provides marketing innovation projects and advises on HaRbin Railway Department's freight transport enterprise base on CV so as to look forward to provide a new angle of railway's freight transport enterprises'development and to come into effect for marketing practice of the whole railway's freight transport system.The first work of this paper is on the base of reading a lot of documents what related to customer value to review and concordance numerous research accomplishment, and conclude the methods and theories that would be examples for this paper; afterward research the characters of railway freight, so set forth the closed relationship between CV and railway freight marketing, so confirm the necessary and feasibility that apply the theory of CV to railway freight marketing; after that the marketing of HaRbin railway freight was analyzed form the actuality, customers and competitors to recognize its condition be faced; then we quantitative and qualitative positive research the importance and perceive value of HaRbin railway freight CV , the research outcome revealed the CV gap between customers'cognition and freight enterprise cognition, and find the urgent problems to resolve; finally, the paper put forward the market innovation model and strategies based on CV theories and according to positive research.