Study On The Marketing Strategy Of Railway Freight To Modern Logistics Development

In the beginning of the 21 st century, some scholars have pointed that railway freight must begin marketing itself in order to achieve sustainable development. However, the share rate of railway's freight turnover in nationwide has descended from 47.5% to 16.9%. On June 15 th, 2013, China Railways Corporation begin carrying out reformation in railway freight. And railway administrations in nationwide start to combine railway freight and modern logistics, aiming at looking for comprehensive marketing strategies and improving its competitiveness in the market.Firstly, the paper analyses the current situation of railway freight in our country from railway's freight market and works of marketing, including the variation of the railway fright's market share rate and the varieties of goods, the problems in marketing and the direction of developing railway freight marketing. It can be known by comparing the freight volume of railway, highway and water transport that reformation of railway freight is extremely urgent. Secondly, the paper point out the necessity of railway freight to develop modern logistics. And its strengths, weaknesses, opportunities and threatens are analyzed. Moreover, two main strategies for developing modern railway logistics are proposed. One is to develop multimodal transport with transport agents; the other is to utilize freight yards as logistic centers. The paper also gives suggestions on detailed measures for railway transportation providers to launch marketing. In terms of issues on the quality of freightage, which is an important part of marketing, the paper provides detailed analysis and accordingly points out the direction for its future development.In the end, two cases are proposed. The first is the loss of cement transport in Meizhou area, which brought large economic loss in this area due to inadequate marketing in 2005. Combining the real situation, corresponding suggestions had been adopted in the next few years. The second case is on the transformation of Deshan freight yard toward a modern logistic center. Detailed strategies and implementing procedures are provided here. In a word, only by breaking the current operating system and building a new brand of railway transportation service can modern railway logistics be truly established.