Research On The Marketing Strategy Of Yinchuan Railway Freight Center In Lan Zhou Railway Administration

With the rising of the national economy in our country, the society produces a lot of transport demand, animating the whole logistics industry with the rapid development of modernization and industrialization. However, restricted by system reason, the slow development of railway transport of goods for a long time in our country, in the carriage of goods by aging, carriage of goods by product category is more and more difficult to meet the needs of customers, the existing customers constantly reduce, the new customer training hard embarrassing situation. Continues the railway enterprise goods transport organization reform, but reform process forward slowly and gradually left behind by other freight sort, the possibility of loss of the position of the "rail boss" at any time.In 2013, revocation of the People’s Republic of China ministry of railways under the state council, set up the national railway bureau and China railway corporation, implements the separating from the system and mechanism. Railway carried out a large number of reform measures, but the railway freight enterprise is still struggling, continuing losses. With the rapid development of economy and the wide application of Internet technology, the whole society continues to increase the total freight shipping market and the scale expands unceasingly, but the railway freight market share decline rapidly, shrinking. As a result, the plight of the railway freight enterprise reversed transmission the transformation development, changing ideas, really set up to economic benefits as the center, the transportation around the marketing concept, deepen the reform of the freight enterprise, adjust and improve the marketing strategy.Yinchuan in lanzhou railway administration freight center located in the center of the "area" grand strategy, and provides a good environment for the development of enterprise and opportunity comes once in a blue moon. Yinchuan cargo center should seize the opportunity, for those routes, out of the woods. This article will use the SWOT analysis to the lanzhou railway administration researches in yinchuan marketing situation of the cargo, and combined with the cargo business development trend, major customers, and competitors such as multi-angle analysis,find out the problems existing in the freight transportation marketing, thus further from aspects such as product, price, distribution and promotion, formulates the corresponding to the enterprise marketing strategy, and scientific management methods and management mechanism, to speed up the pace of its reform, by improving the service facilities, improve the service mode, explore the implementation of more effective marketing strategy, the mass transfer efficiency, efforts to improve market competition ability, to expand the company’s share of the transportation market and to seek an effective and reliable way.