Study On Multi-aspect Of Marketing Management Model In The Freight Railway Transport

With the development of socialist market economy and further promotion of reform and opening-up, especially when "the eleven fifth" planning of our country have established and have being carried out, it is made the market of railway transport face enormous challenge and opportunity. So the major direction of study on railway transport is how to change the situation of the proportion of railway transport in various kinds of transport modes dropping year by year when the keen competition environment of freight transport market had been formed.Through comparing and using the economics theory, viewpoint and methods of market, the text analyses main factors and objective factors of the railway transport market share which drops in past several years, and proposes some thoughts about the reform of railway freight transport, namely the application of rational sciential marketing methods, the establishment of the marketing strategy and tactics of market, and regarding the development of logistics as breach, confirming the market goal and expanding the market share, in this way the development of railway freight transport can be out of its present predicament. In addition, the text expounds emphatically that new mode of the marketing system of railway freight transport and strategy of railway freight transport development adopting foreign new technical, and proposes assumptions and suggestions about reformation of the freight rate frame, improvement of the service quality and optimization of transportation. Combining philosophy of logistics the text also proposes how the railway freight transport can be made sure noncongestion and transport quality and that it is important to train and import managerial talents of logistics.The text takes partial statistical data of Railway Bureau of Huhehot as an example, and analyses the remarkable achievements after the railway bureau has taken a series of measures about marketing since several years ago. All of these indicate that managers should study the development strategy of the railway freight conscientiously, use the logistics service idea in an all-round way, improve the management frame and operating mechanism of railway freighttransport, accelerate systematic construction of logistics informationization and standardization of the railway freight, realize the strategic shift from transport services to logistics service of the railway freight as soon as possible, and scientifically choose a suitable marketing mode for railway transport, in order to make it harmoniously develop and mutually promote with highway transport, water way transport and air transport, so the railway freight transport can be play enormous potentiality and benefit.