Railway Marketing Strategy Research In Condition Of The On-time Freight Sending System

Railway has been playing the role of the main artery in China’s national economy, it’s also the infrastructure of any country. All these make it of great significance in transportation industry in our country. With the high-speed development of economy, there have been a series of changes in transportation, especially in civil aviation, highway, the shipping area. All these bring out the market share shrinking and stagnant difficult position of railway transportation. It’s getting worse with the rapid development of passenger transportation logistics. And furthermore, railway itself has completed the transition from the sellers’ market into buyer’s market in the context of physical system. In the present instance, it’s very important for the railway interests to seek the method of marketing and to further compete for a place.This paper is based on the comprehensive reading of literature at home and abroad. Firstly,the state of current railway is analyzed to speculate how the railway is to develop. Secondly,the context and reasons of physical system and its influence on railway freight marketing is discussed. On the basis of the analysis of railway freight transportation under the new situation of macro and micro environment, freight marketing strategy under the condition of physical system is made in the fourth chapter, it’s hard-core of this paper. SWOT is used here to analyze the internal and external market environment of railway transportation. Target market and a set of development strategy for marketing is confirmed based on the earlier studies. All these provide a certain theoretical support for transportation practices.