Study On The Marketing Policies In Freight Transportation Adopted By Beijing Railway Bureau

The railway is the artery of the national economy and railway freight transportationation is regarded as a primary component of the freight transportationation market. With the rapid development of other transport modes and ever-more fierce competition in the transportation market, railway administrations, as undertakers in the transportation organization, are faced with increasing challenges. Especially in recent years, the railway transportation has transformed from seller's market to buyer's market with its market share suffering year-to-year losses. In March 2005, railway administrations at regional level were annulled and the Ministry of Railways adopted a new type of management machnism in which stations and segments of the national railway system are under direct management of different railway bureaus, with the overall restructuring in line with the mechanism to enhance productivity. In this context, the key to survive in the fierce competition is that effective marketing policies should be formulated and innovation should me made in marketing management for the railway transportation sector. Taking Beijing Railway Bureau as the background, this paper is of practical significance in studying its marketing strategies.Beijing Railway Bureau is in a very important position in the freight transportationation of the whole railway system. Based on field study and the documents referred, this paper investigates the current condition and exiting challenges as well as opportunities of Beijing Railway Bureau. By employing techniques of investigating on marketing policies in freight transportationion, including anlysing the freight transportation market and determining target market, and forecasting of market demand, the paper conducts anlyses and forcasts based on the current condition of railway freight transportation of Beijing Railway Bureau. On this basis the paper then proposes strategies of market positioning and railway service reform for the Beijing Railway Bureau. Finally, the paper puts forward the ensuring measures on marketing, organization of freight transportation and train operation in order to effectively implement the marketing strategies. The paper studies the freight marketing policies of Beijing Railway Bureau based on its condition, and can help railway transportion enterprises meet the market demand and enlarge their market shares.