The Research On Railway Freight Relationship Marketing Strategies Based On Customer Value

Rail is an important artery of economic development, rail freight transport marketing is the integral part. With the deepening of reforming and opening up, comprehensive transportation system is gradually improving, road, shipping, sea transport and other modes of transport have achieved rapid development in recent years, the transport market are constantly improving, which gives railway freight enterprises great opportunities and challenges. In a competitive transportation market, because of the lack of effective transport capacity and system, they unable to adapt to the market development and deepening reform of the railway’s development needs. Relationship marketing as an important part of railway transport enterprises, affecting the management level and competitiveness, therefore our rail freight business should establish a scientific, standardized and efficient relationship marketing system, which is to enhance the core competence of the rail freight.With the advent of growing competition in the marketing and customer age, relationship marketing strategies focus on customer value and bring value to its creation as the basis for customers to establish, maintain and deepen relationship. In creating value for customers is becoming a core competence competitive market environment, the rail freight business should be based on customer value and it as a guide to create superior to the competition as a means to win customer satisfaction and customer loyalty, which is the key to implementing rail freight where relationship marketing strategy.The value of customer relationship marketing theory and rail freight study the relevant literature, the rail freight relationship marketing and customer value summarizing the theory, then the theory of the relationship between customer value and rail freight with relationship marketing discussions to explore between them the association points and a meeting point, build a customer value-oriented relationship marketing framework,on the basis to determine the relationship between the work of railway freight companies marketing system; then for freight XX station brief relationship marketing situation analysis and understanding of the freight station relationship marketing basic information on XX station after customer value drivers identification and evaluation conducted qualitative and quantitative empirical research showed that customers value XX station cognitive gap between themselves and the customer perception, identify the station is a pressing problem; Finally, based on the theoretical framework of relationship marketing rail freight to customer value-oriented, according to the empirical findings presented to the customer value-oriented rail freight relationship marketing strategy.