铁路货运客户需求与营销方法分析

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1、ABSTRACTABSTRACT：Chinese的班traffichasbeenaseller-orientedmarketforalongtime．Thecapacityisnotabletomeetthedemandfordecades，whilerailwayfreightserviceislimitedbycapacityandallocatedbyfixedplan,notreallymarketoriented．ChineseRailwayshasdoneaseriesofmarketingresearchonfreighttrafficinrece

2、ntyearsandmadesomeachievements，however,nosystematicandcomprehensiveresearch011customerdemandshasbeendone．WithtlleimplementationoftheMiddleandLongTermRmlwayNetworkPlan,by2020，theoperatinglengthofChineseRailwayswillbeOVer120，000km，freighttrafficwillbeseparatedfrompassengertrafficonmain

3、trunklines，andrailwaycapacitywillgenerallymeetthedemandofsocial—economicdevelopment．Howtotakethebestadvantageofthereleasedcapacity,changerailwaytrafficfromaseller-orientedtoabuyer-orientedmarket,andincreasetheshareofrailwayintransportmarket，areessentialtotheprocessofincreasingrailway

4、benefit，modernizingrailwaysystemandspeeduprailwaysounddevelopment．Insuchaprocessofchanginganddeveloping,itisquiteimportantandnecessarytoanalyzevariouscustomerdemandsandbringforwarddirectivemarketingmethods．Thisarticlemakesadeepanalysisofrailwayfreightcustomerdemandsandmarketingstatus

5、，whilegivessuggestionsOnhowtoimproverailway确咖marketingundernewsituationbasedOHmarketingtheoryandmethods．KEYWORDS：railway确gbttraffic，customerdemands，marketingCI．ASSNo：目录中文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．iiiABSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯iv1弓l言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

6、⋯⋯⋯⋯⋯⋯⋯．11．1研究背景和意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。l1．2研究目标与相关理论基础⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。41．2．1研究目标⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41．2．2相关理论与方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41．3研究内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．52我国铁路货运客户需求特点分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．72．1我国铁路货运的货物结构特点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．1大宗物资运输占货运总量的绝大部分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．2集装箱货物所占比重小

7、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．72．1．3远距离运输的货物比重大⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯82．2我国铁路货运客户细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯82．2．1根据货主运输规模细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．2根据货主所属行业细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．3根据货物运输条件细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．4根据货物运输时效性细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．5根据运输产品价值细分⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．102．3我国铁路货运客户需求特点分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．1O2．3．1货运

8、量需求呈现逐年增长的特点