The Research Of Rail Freight Customer Marketing Strategy And Its Supporting Technologies

With economic development, China entered a new round of railway build, a large number of railways for passenger will be built, the 80%-90%of the capacity of the existing railway will be used for freight, and the ability of rail freight will increase significantly. The rail freight market will changed from sellers in dominant to buyers in dominant. Facing competition from the highways, waterways and aviation, the railway must take all measure in customer marketing, to maintain their market share and enhance market competitiveness. This article is based on marketing theory, customer relationship management theory and the actuality of customers marketing of China rail freight and includes the following content:Firstly, customer-focused marketing must understand the characteristics of customer needs. In this paper, we analyzed the structure of railway freight cargo and the general characteristics of customer demand in both quantitative and qualitative.Secondly, the marketing aim and strategy framework are based on demand characteristics of China's rail freight customers. We expatiated this strategy in product strategy, organizational strategy, intelligent marketing, external collaboration strategies, and pricing strategies and the evaluation and improvement of marketing.Thirdly, aimed at the rail freight customer marketing strategy, we introduced the call center, e-commerce, data warehousing and online analytical processing and its application in rail freight customers marketing to support the customers marketing strategy.