A Study On Marketing Strategy Of A Railway Freight Company

Railway freight has obvious comparative advantage in mass goods transport over long distances.In China's economic take-off for the first 30 years after the great reform and opening,the demand for railway transportation of freight exceeds the supply for a long time.But in recent years,a variety of factors has inhibited the demand of railway freight,one of the most important factors is the stagnant growth of China's GDP in recent years,the demand of bulk commodities(coal,crude oil,etc.)are weak.Also,the highway transportation with the gradual perfecting condition of trunk road and so on.On the other hand,the railway itself has gradually advanced its high-speed rail network,and the effective implementation of the "passenger and cargo diversion" has increased the railway transportation capacity.Under the interweavement of the mentioned factors,the future of the rail freight market will falls into a situation of supply exceeds demand for a long period of time.A railway freight company is a subsidiary of Shenyang railway administration,this article has found many marketing problems in the study of the company's marketing strategies including:freight product system is imperfect,the freight hidden fees due to too many charging items,price adjustment mechanism has rigidified,imperfect channel,lack of market sales promotion strategy and means,personnel lack of market consciousness,service consciousness,competition consciousness,tedious service process and so on.This paper argues that the company should optimize its marketing strategy.As competition of the freight market has intensely increased,A railway freight company should abandon the "monopoly" way of thinking,and adapt to the "customer oriented" market environment,develop effective marketing strategies,and rely on the powerful execution for practice.The purpose of this study is that,based on the marketing strategy management theory knowledge and the research of the future of the railway industry to analyze in-depth of the A railway freight company current existing problems in the marketing strategies,and to find a solution to help it to explore the right target market,develop more effective marketing strategy.Including the STP marketing strategy,and the 7 p marketing combination strategy which covers the product,price,channel,promotion,personnel,tangible demonstration and service process.In the policy background that " The revitalization of northeast old industrial base"A railway freight company need to strengthen its marketing management.In this paper,the research provides a more adaptable market marketing strategy,aims to help the company to improve its marketing strategies,to create more value for customers,for employees to provide adequate compensation and employment,and to create value for shareholders to achieve the optimal allocation of financial resources.