Research On Collaborative Development Cooperation Tactics Of Railway Logistics Enterprises Based On Differentiated Marketing Strategies

Railway is officially opening the marketing operation prelude along with the mechanism reform that the State Council revokes the Ministry of Railways and establishes the China Railway Company in March,2013. To accelerate the transformation of railway transport development, railway issues "The guidance on promotion of freight organizational reform" in June at the same year. The professional transport companies and Railway Bureaus have carried out optimization and reorganization on the allocation of businesses and resources. In addition, Railway Bureaus re-optimize and integrate the railway logistics resources, construct the marketing operational railway freight centers in accordance with the two modes of the integration or separation between freight and logistics under the reform program guidance. Thus, railway logistics enterprise clusters are initially formed by the professional transport companies and railway freight centers. However, there exist outstanding problems to be solved in our railway logistics enterprises at present such as the unclear market position, undefined development model, relatively extensive operation management, imperfect collaboration mechanism and so on. By contrast with the foreign railway logistics reform and development experience, we could find the key to success of foreign railway logistics is that they have scientific overall development strategy position and then implement effective specialization and collaboration in railway logistics. Therefore, this paper conducts an exploratory study on the cooperation strategies of collaborative development among railway logistics enterprises combining with a large number of actual research and data analysis. Highlights are as follows:(1) Define the marketing development position of railway logistics services, discuss the correlation between the professional transport companies and railway freight centers from the perspective of system theory, propose differentiated market position strategies, design different hierarchies of market expansion strategy for railway logistics services based on the three dimensions of region, service, and value chain, describe the competition and cooperation relationship and differentiated target market selection, and in the end put forward the importance of collaboration.(2) Analyze the cooperation principles and relationships of collaboration development among railway logistics enterprises, design the cooperation modes of collaborative development, discuss the specific implementation process of cooperation, make a comparative analysis of attribute characteristics of all modes. Then, construct the evaluation index system to choose the most suitable cooperation mode, use comprehensive evaluation method and AHP to give the valuation results, and make a comprehensively analysis of the valuation results combining with the actual research.(3) Propose different benefit distribution methods for different cooperation modes, construct integrated benefit distribution models based on Nash Bargaining Model, Shapley Allocation Model, Quadratic Programming Allocation Model and MCRS Allocation Model. Discuss the differentiated marketing strategies, cooperation mode, cooperative implementation process and benefit distribution between China Railway Speacial Cargo Services Co., Ltd and Chongqing Railway Freight Center by taking the cooperative strategies of railway passenger vehicle logistics services for the case.(4) Discuss and build coordination mechanism of cooperation from the aspects of overall framework design, hierarchical structure design, implementation means, coordination contents and processes. Elaborate cooperative safeguards around the "quote system","standardization","information technology","regulatory system" and soon.