Analysis Of Freight Marketing Strategy On The Qinghai-Tibet Railway Company

With the development of national economy and the advancement of science and technology, aviation, railways, highways and other transportation modes are built vigorously, and furtherly improve the existing single transportation to modern logistics efforts. In particular, the rapid development of the express industry, making people have higher expectations and requirements on the transport and logistics business in the time limit, price, service and other aspects.From the point of view of the comprehensive transportation system, railway is good at long distance transport and bulk cargo transport, but after the adjustment of economic structure, the demands of the coal, iron ore and other cases are decline,and the industrial products become sophisticated, product weight and volume are decreased. Above reasons make the part of the customer choose air and road transportation, because they are more suitable for the goods transportation, the decline of the total volume of rail freight is the trend. From 2012 to 2015, Rail freight volume decline for 4 consecutive years, so in 2013 Railway Corporation implement a series of reforms, and ?the railway "135" development plan?also put forward, in 2020 national rail freight must be reach 42 million tons, average annual growth must reach to 4.3 percent. But In the current economic development of the new normal, completing this goal is a big challenge.Therefore, facing the increasingly serious national railway freight situation, Railway Bureau must find their own advantage and insufficiency, through the analysis to find out the deep-seated roots, using existing resources to solve problems, in order to provide a reliable guarantee for railway marketing and logistics work.The paper is based on these theories,such as market economy, logistics management, transport marketing and railway development, and by investigating the customers and the surrounding Logistics Park of Qinghai Tibet railway company, we grasp the customer demand for goods transport, furtherly understand the current situation of existing freight products, charging mechanism and freight services in the logistics market, and coordinate management unit and enterprise. After the comprehensive analysis of the main competitors, according to the freight transportation development and logistics park construction situation of the two provinces, we find out their advantages and disadvantages, through the establishment and analysis of the game model, we make the accurate judgement for the Qinghai Tibet Railway Company, in a single product, price policy, marketing methods three aspects have big problems, so we must make the freight marketing strategy suitable for the Qinghai Tibet Railway Company.