Research On Marketing Strategy For Harbin-europe Block Train Of HAO International Logistics Co.,LTD.

HAO International Logistics Co.,Ltd.is an international railway container transport service company that is established under the “The Belt and Road” age background."HAO Block Train" is a set of the China-Europe International Railway Freight Class to Harbin as the distribution node,is an important transport channel connecting China-Europe economic and trade exchanges.Since the first launch on June 13,2015,the company has intensified its marketing efforts and actively organized the cargos in Heilongjiang province and other provinces to adapt to the normal situation of departing on every Saturday.At present,HAO International Logistics Co.,Ltd.has also taken the initiative to participate in the market competition in order to stand out when the government subsidies is none.However,the "HAO Block Train" is still faced with the problems of weak marketing concept,the target market is vague,single marketing strategy,customer relationship management system has not been built yet,making the "HAO Block Train" lose chance in the competition,as a result of slow process is brand construction.Therefore,how to solve the above problems,relying on the "HAO Block Train" transport products to meet the diversified logistics needs of the market to achi eve "HAO" brand market-oriented goals,in order to achieve profitability,is placed in front of the company managers need to solve The important question.Based on modern marketing theory,this paper analyzes the present situation and problems of the "HAO Block Train" and clarifies the research framework and ideas.Using PEST analysis method,to analyze the macro-marketing environment on the "HAO Block Train" from the political,economic,social and cultural,science and other aspect,to analyze the micro-marketing environment from the industry environment and competitors and other aspects,and identified the opportunities and threats,advantages and disadvantages of the "HAO Block Train" in the market competition.Using the STP theory to subdivide the markets faced by the "HAO Block Train",to analyze the needs of different market customers,combined with the advantages and disadvantages of HAO International Logistics Co.,Ltd.and "HAO Block Train",select the appropriate target market,market competitive positioning,Based on this,put forward the "HAO Block Train" marketing mix strategy,product strategy,price strategy,promotion strategy,channel strategy,tangible display strategy,service process strategy and service personnel strategy etc.,to solve the marketing dilemma faced by "HAO Block Train".Simultaneously,put forward the measures to ensure the implementation of marketing strategy.In the context of the current national strategy,"HAO Block Train" have unprecedented policy environmental advantages,as soon as possible to get rid of the dependence on government subsidies into the market operation of the track,is the "HAO" and its similar international transport enterprises of the top priority.It is hoped that the research of this paper will have some reference value and practical guidance to the marketing management of international railway container transport service enterprises,and promote the healthy and sustainable development of the industry.