Research On Market Analysis And Pricing Method Of 20ft 35t General-purpose Container Transportation

With the steady progress of the structural adjustment of China’s freight transportation and the gradual release of railway freight transportation capacity,railway container transportation gradually highlights the dual advantages of railway transportation and container transportation,and is increasingly being valued by China National Railway Group Co.,Ltd.At this stage,the mainstream domestic railway container type is the 20 ft standard container,but there is a serious waste of volume and load capacity when the container is circulated in China’s inland areas.As a result,the20 ft 35t general-purpose container was developed and put into the market.Compared with the 20 ft standard container,the 20 ft 35t general-purpose container has the advantages of being able to make full use of the volume and load capacity of the container,but problems such as high transportation prices and low marketing levels have led to a low market share.Therefore,formulating scientific and reasonable transportation prices and marketing strategies based on the actual conditions of 20 ft 35t general-purpose container transportation has become an important topic that needs to be studied urgently.This thesis relies on the relevant topics of China Railway Container Transport Co.,Ltd.,through field research,has an in-depth understanding of the current situation of 20 ft 35t general-purpose container transportation and customer needs,and conducts research from the following aspects.(1)This article analyzes the current situation of the 20 ft 35t general-purpose container transportation market,and studies the macro and micro development environment of the container transportation,its own advantages and disadvantages,development opportunities and threats,etc.,and subdivides the container transportation market,select the target market and conduct market positioning,and draw the conclusion that its target source of supply coincides with that of the 20 ft standard container and is more competitive in the market than the 20 ft standard container.(2)This article studies the pricing principles,strategies,and ideas of the base price2 of 20 ft 35t general-purpose container transportation,and builds a two-stage pricing model on this basis.At the same time,it considers the minimization of the generalized transportation cost of the freight owner and the maximization of the income of the railway container transportation department,and carries out the transportation cost and income analysis,and designs the solutions.(3)According to the actual delivery situation of 20 ft 35t general-purpose container,take the container train running between "Wuchang-Wangjiayingxi" as an example to conduct empirical research,set parameters and use genetic algorithm,iterate 500 times.The solution result is analyzed,and the influence of the value of the relevant parameter in the solution algorithm is analyzed.(4)Based on the above market analysis,combined with the 4Ps marketing mix theory to design a marketing strategy for 20 ft 35t general-purpose container transportation,it mainly describes the price strategy,product strategy,channel strategy and promotion strategy from several aspects,and gives marketing strategy that can help increase the market share of the 20 ft 35t general-purpose container transportation.