Marketing Development Strategy On Passenger And Freight Of Hohhot Railway Bureau

A railway is the main artery in the national economic development. It is an important national infrastructure, occupying a very important position in Chinese overall transportation system. Since the twenty-first century, with the rapid development of Chinese market economy, the development of civil aviation, road and water transport and other modes of transportation, especially the rapid development of the highway, have brought great impact to the railway passenger and freight transport market, which has caused declining of the rail passenger and freight market share, the railway has tranformed from the traditional buyer’s market to the seller’s market in the fierce competition. Therefore, marketing strategy has very important significance for the railway transport enterprises coping with the fierce market competition.On the basis of site investigation and inspecting the relevant literature, this article summarizes the situation of competition in the transport market of Inner Mongolia Autonomous Region, analyzes the competition in the market situation and market position of rail transport, then uses the regression prediction method to predict future passenger and freight traffic of the railway to provide a reference for the next step to develop the marketing strategy. Use of correlation analysis of the transport system to describe the condition and problems of passenger and freight transport marketing in detail,and on this basis, the issue segmengts and diagnoses the passenger transport market and freight market,aiming to select target markets and potential market. Use SWOT to analyze strengths and weaknesses,external opportunities and threats of passenger and freight rail for marketing environment in detai, to build the SWOT strategic analysis matrix to form a combination strategy, then use the analytic hierarchy approach to calculate and evaluate the strategy focus of the combination of implementation, draw the most excellent marketing strategy, and on this basis,combined with the modern enterprise marketing theory,it puts forward a series of marketing strategies of the railway passenger and freight traffic on the concept of development, hardware and software technology, product, price, promotion and distribution.In this paper, combined with the objective factual circumstances, it discusses marketing strategy of passenger and freight markets of railway bureau and analyze to come to the practical scientific marketing methods which is OK to meet market demand, to enhance market competitiveness and market share, so it is of the values and guidance and some reference significance.