Research On Freight Transport Service Marketing Strategy Of China Railway Nan Chang Group

In recent years,with the rapid development of the Internet economy,the rapid advancement of infrastructure construction and the good demand of industrial production and people’s lives,social logistics plays an active role in the national economy.The new technology,equipment and concept of logistics enterprises have been closely integrated with the development of national modernization,and "transportation power" has become a brand-new postcard for the rejuvenation of the Chinese nation since modern times.China Railway Corporation is also actively adapting to social development,and puts forward the goal of achieving world-leading railway transport safety and management level.China Railway NanChang Group,Ltd.has established a freight acceptance service center through reforming and optimizing the organization,reducing the links between departments,specializing in the centralized acceptance of freight business,major customer maintenance,freight marketing and other work.Although the management of freight marketing has been strengthened,the relevant freight service regulations have been revised and improved,the acceptance mode of freight business has been optimized,and the service mode of railway freight business has been expanded so as to enhance the marketing ability and level of railway freight transport,the overall marketing ability of freight transport service is still inadequate,there are many unreasonable aspects in service marketing,and the performance of freight marketing is not outstanding enough.To achieve the expected benefits,we hope to change the current situation and improve the market competitiveness by improving the level of service marketing.This paper has consulted a lot of research materials about service marketing theory.Firstly,combined with the basic situation of NanChang Group Company,the macro environment of service marketing is analyzed by PEST tool.Based on the existing marketing strategies of NanChang Group,the problems of NanChang Group’s goods service marketing are found through questionnaire survey.SWOT tool is used to analyze the micro-environment of NanChang Group’s service marketing,and WO strategy combination is selected.Finally,according to the 7PS service marketing mix theory,the NanChang Group Company has put forward the service marketing strategy from multiple perspectives.This paper hopes to study the freight service marketing of China Railway NanChang Group.and combine the changes of market demand under the new situation,deeply study the current situation of freight service marketing,summarize and analyze the shortcomings,and put forward corresponding service marketing strategies around the "7P" theory,hoping to provide reference for improving the level of freight service marketing of NanChang Group.and improving the quality of service marketing.And use for reference.At the same time,it has played a promoting and supplementary role in improving the marketing strategy of freight transport service and the theoretical research of service marketing for railway enterprises.