Research On The Freight Marketing Strategy Of Nanning Railway Bureau

With recent adjustment of the economic structure and economic growth slow-down,the structure of transportation demand of the whole society has changed significantly.Due to the structural reform of supply as well as cutting the excessive capacity of high consumption and high emission industries,the volume of railway transport,which was highly dependent on bulk cargo,such as metal,minerals,iron and steel and coal etc.,went down year on year.In 2015,total freight transported by railway was 3.358 billiontons,which was 455 million tons less than previous year,down by 11.9%.The volume of freight has decreasedfor two consecutive years.In contrary,with the rapid development of the Internet,the transport of high value-added cargo that was not reliant on railway,such aswhite goods,parcels and goods in bulk,increased tremendously,as a result,the market share of railway transport also declined.On June 15th,2013,China Railwayofficially implemented the reform of freightbusiness.Following the reform requirements,every railway bureau re-organized its own freight business by separating the marketing and sales function in an independent department.With the continued reform of freight transport,and with the huge change of procedures and processes,Nanning Railway Bureau took the advantage of the reform to innovate management and operation system,and to define better and more flexible marketing strategy which is more practical and competitive to win bigger market share.Nanning Railway Bureau was also confronted with internal gap of competition awareness and marketing timeliness,and with external challenges from prosperous highway and waterway transport.The Bureau was pushed to trulyspend efforts on marketing strategy and competitionawareness so as to catch up with the evolving market situation.This paper studied the freight business of Nanning Railway Bureau.It used theories of marketing to perform SWOT analysis and to set forth the fact of present problems ofthe marketing&sales initiatives.It clarified the target market and proposed marketing strategy accordingly,which aimed to provide a valuable reference for Nanning Railway Bureau to increase marketing capabilities for its freight business.