The Research Of Chengdu Railway Bureau Marketing Policy In Modern Logistics Competition

Chengdu Railway Bureau is a large state-owned enterprise affiliated to the Ministry of Railways of the People’s Republic of China. It is in charge of 12 national trunk railways,10 national railway branch lines and 6 joint-venture railways, with operating length of 6236 kilometers, the fixed assets of 215.2 billion yuan, the total number of 115000 employees,53 transport stations,16 non-transport enterprises and 571 stations. In 2013, the whole bureau had sent 149 million tons goods and achieved diversified business income 63.6 billion yuan.The author through deep analyzed about the present development situation of Chengdu Railway Bureau logistics business based on marketing related theory, and the paper focused on marketing strategy which could help enterprises to reverse the passive situation and expand the market shares in increasingly fierce logistics market competition under the new situation. The paper first introduced the present situation and background of railway freight marketing development, and analyzed the significance and purpose of developing railway marketing strategy in modern logistics competition; Secondly, logistics market demand conditions of three provinces in the Southwestern which Chengdu Railway Bureau located were predicted in the paper, and the target market was made clear for enterprises to carry out further marketing; Thirdly, with the aid of strategic analysis tools such as SWOT, PEST, etc. the paper analyzed the advantages and disadvantages, opportunities and threats of the present logistics business competition environment, and identified the strategic direction of further expanding the markets; Finally,4C marketing theory and customer-oriented approach were introduced to analyze the problems which caused by Chengdu Railway Bureau did not conform to local logistics development. And the paper put forward freight marketing related sales strategy, channel strategy, product strategy, price strategy and service strategy for Chengdu Railway Bureau.After deep analyzing and researching of Chengdu Railway Bureau logistics business development present situation and market competition environment, the paper pointed out the deficiencies in logistics marketing of Chengdu Railway Bureau, determined the target market for enterprises to further expand market shares, and developed matched sales strategy, service strategy, product strategy and price strategy which has a certain reference for enterprises to accelerate the railway go into the market and modern logistics transformation.