Research On Marketing Strategy Of Lanzhou Railway Container Company

With the rapid growth of the national economy, the speed of the circulation of commodities is accelerating, China’s modern logistics industry has a rapid development, the railway freight volume is increasing year by year. In order to conform to international standards, to speed up the turnover of goods, improve transport efficiency, to ensure the safety of goods, door to door to achieve the full logistics, China has begun to develop railway container transport, railway container transport volume growth, China railway container companies also ushered in the development of nearly ten years. But as China’s highway, road network is increasingly perfect, highway, route and other means of transport have a huge impact on railway freight, including the container, railway freight transportation is a major challenge. To this end, the Chinese railway in 2013 ushered in the largest ever freight reform, the Ministry of Railways and the separation, the establishment of the National Railway Bureau and the Railway Corporation. As the railway company’s fully owned company, but also the national railway container business operators, China Railway Container Transportation Company in the business model from the original railway container transportation into ordinary logistics company, the role of a huge change, so that the company lost the monopoly advantage, as its subsidiary of Lanzhou branch also faces a huge challenge. Therefore, it is very important to analyze the environment of Lanzhou branch company and make the corresponding marketing strategy.In this paper, discuss China Railway Container Transport Co., Ltd. Lanzhou branch’s marketing strategy and security system. First of all, through the PEST method at the macro environment of Lanzhou Railway Container Companies in the economy, policy, law, technology, social and cultural environment factors are analyzed; then the railway container logistics industry was analyzed with the Potter five forces model, key competitors analysis industry, systematically discusses the main competitors in the railway industry container logistics in northwest area; then use SWOT analysis method to analyze the company competitive advantage, disadvantage, opportunities and threats, determine the development strategy of the company; using the STP theory of market segmentation, find the target market, according to the market positioning of Lanzhou container company market positioning strategy; through 4P, 4C marketing method refinement in the product, price, channel, promotion and other aspects of marketing strategy, and based on the foreign mature container transportation Advanced experience, combined with the characteristics of the development of domestic container, formulate marketing strategy to implement the security system, so that the smooth transformation of the company, in the northwest of the logistics industry to occupy a place.Through the use of marketing management, business management, strategic management and other aspects of knowledge of Lanzhou railway container company marketing strategy research, analysis of the current situation and the company’s environment, develop marketing strategies to adapt to the development of the company, to solve the problems in the reform of marketing, and promote the development of the company in the Northwest Railway container transport market faster and better.