Application Of Data Mining Technology For Freight Marketing

Along with the continuous development of the social economy and expanding of transportation infrastructure, freight transport in China has undergone enormous changes. Earlier in China, trunk transport is dominated by railways, now, it has been the railway, highway, waterway, aviation and other modes of transport. Faced with the fierce market competition, railway freight needs to have appropriate marketing tools to discover the superior market and high value customers, thereby increasing their competitiveness in the market. After years of development, Data mining technology has achieved great results not only in theory, but also in application in various areas. Currently, railway freight transport system has accumulated a huge amount of data, these data imply a lot of valuable information to railway administration. Data mining techniques can be used by railway marketing department to find information from underlying data. So can they find the superior market and high value customers, and develop appropriate marketing strategies based on analysis results.Based on the huge amount of data accumulated by railway freight system not having been used in the marketing, it analyzed the current situation and the key problems of railway freight marketing, and raised the corresponding marketing needs against the key issues:market-subdivision and valued customers subdivision. Then it put forward a corresponding freight marketing decision procedure, and made programmes based on data mining to subdivide freight market and valued customers. The freight market subdividing program can help explore the superior market, and the valued customers subdivision program help find valued customers. In the end, it mined practical data based on the former program, raised corresponding strategies according to the results. It helped analyze the demands of the freight transport market, and provide constructive suggestion.It was based on the practical research on the railway freight transportation market, the marketing system, the marketing programme based on data mining, practical case and marketing suggestions can all provide constructive suggestions for railway freight marketing.