The Reserch On Railray Freight Marketing Innovation Based On Customer Value

Transport is an important content of necessary in social economy, and contemporary developed transport system has become an important material base what have made socialeconomy works normally.As socialism market economy developing and the reform deepen,railroad transport market has been faced tremendous challenges and chances,but marketingstatus of railway at the present,can’t fit for marketing economy and the need railway’sdevelopment itself at all.Freight marketing obviously lags compared with passenger transport,and freight transport of railway is losing bigger and bigger marketing share as the transportmarketing’s competition becomes stronger and stranger.If the marketing management ofrailway freight enterprises had been developed scientific and standard,it should be executedmarketing innovation strategies,and improve the capabilities of market adaptability,so as tomould the core-competition capability of transport enterprises of railway.Satisfying customers’ needs is the final intention of enterprises’production and management,the best method is to provide requisite value for customers what includematerials and spirits.Customer value theory is the deeper and more general research tocustomers,and no other than the enterprise’s cognition of customer value close to thecustomers’themselves,marketing would be a way to satisfy the need of customers’.Thisthesis provides marketing innovation projects and advises on HaRbin Railway Department’sfreight transport enterprise base on CV so as to look forward to provide a new angle ofrailway’s freight transport enterprises’development and to come into effect for marketingpractice of the whole railway’s freight transport system.The first work of this paper is on the base of reading a lot of documents what related tocustomer value to review and concordance numerous research accomplishment,and conclude the methods and theories that would be examples for this paper;afterward research thecharacters of railway freight,so set forth the closed relationship between CV and railwayfreight marketing,so confirm the necessary and feasibility that apply the theory of CV torailway freight marketing;after that the marketing of HaRbin railway freight was analyzedform the actuality,customers and competitors to recognize its condition be faced;then we quantitative and qualitative positive research the importance and perceive value of HaRbinrailway freight CV,the research outcome revealed the CV gap between customers’cognition and freightenterprise cognition,and find the urgent problems to resolve;finally,the paper put forward the marketinnovation model and strategies based on CV theories and according to positive research.