A Study Of China Railway Container Shipping Company Transport Marketing

With the sustained rapidly healthy development of national economy and the great-leap-forward development strategy of railway putting into effect, and the railway transported goods volume and the transportation revenue continues to grow, especially, the sixth large-scale speed-up and diagram adjustment in the nationwide railway put into effect, the railway has obtained the remarkable efficiency of society and the economic. But the amount of the current railroad container transportation grows slowly, and the amount of the railway container transportation is very small in the total volume of the transported goods proportion in the national railway, far is lower than the worldly railway level of development. So we must formulate the appropriate marketing strategy to improve the development of railway container transport. This article take the marketing strategy of China Railway Container Transport (CRCT) as the major point of research. Firstly, we give the operation of CRCT, and elaborate the development of CRCT and the problems which exist in the layout of Container Center Station, carrying capacity, transportation service, management system.Secondly,CRCT has been carried to SWOT analysis. From the result,we know its opportunities and threatness , strengths and weakness. Thirdly, the recently transportation amount of CRCT has been carried to the analysis, we discover the factor which affects the amount of the CRCT's transportation development. Fourthly,using freight transportation marketing and SWOT Analysis,we suggest the development strategy of CRCT. Finally, we synthesizes the analysis result, links to the railway container marketing reality, discusses the railway transportation service marketing strategy combination, to the product strategy, the price strategy, the retails strategy, the promotion strategy and so on.