Study On The Marketing Strategy For Railway Freight Under The Capacity-Enlargement

Railway Transport Business is one special and independent material-producing department, and one important infrastructure involving in developing economy and improving the materialization and collectivization standard of living. However, with the developing of economic construction and the increasing of economic level, railway transport can't meet the needs from national economy developing. So, at present, the first thing that railway contraction department should do is to enlarge the transportation capacity by technical progress. The Capacity-Enlargement strategy and marketing strategy could make the transportation organization be better. It not only be good for the increasing of organization ability and transportation capacity, but also, could make railway be more competitive in the transportation market. And also, railway transport could be more efficient, fast, safe, and then it could accelerate the fast railway net to be built and impel the modern transportation style to be made, and promote the economy development.This thesis has carried on one beneficial exploration of the marketing strategy for railway freight under the Capacity-Enlargement, as follows:Firstly, it analysed the current situation of the rail freight in our country,that is freight capacity and transportation volume can not meet. Then,it forecasted the volume of rail freight, and make the marketing position. Secondly, it introduced influence of rail freight made by Passenger Dedicated Lines:after Passenger Dedicated Lines finished, passenger-goods rail line could release great transportation capacity, and also it could impel the railway container industry to grow explosively. According to the marketing condition of rail freight, the SWOT analysis method detailed competition analysed the current rail freight in china's internal strengths and weaknesses and external opportunities and threats,and based on this carries on the match. It could make the rail freight be more strategic in the marketing competition, pointed out that the marketing strategy of railway freight.And then, according to previous analysis,it told us several rail marketing strategy under the capacity-enlargement, such as:Product, Price, Place and Promotion., and related measures in other areas.Finally, taking Chengdu Railway Bureau as an case study.