Study On The Marketing Policies In Frieight Transportation Adopted By The Shijiazhuang South Railway Station

With the rapid development of highway, waterway, and air transportations, competition in the freight transportationation market is growing even fiercer. Market share of railway freight transportation is suffering losses year on year, and railway freight transport enterprises are under increasing pressure. For a long time, the management system of railway stations for freight transportation is out-dated and working personnel are lack of marketing consciousness. Railway freight transportation services are prone to problems in quality and adaptiveness, and can't meet the increasingly strict demand of customers, thus fail to adapt to the increasingly competitive market. The designing of railway freight transportation services that meet the requirement of the market will affect the outcome of marketing policies for railway freight transportation services, which will further determines the fate of the reform going on in railway freight transportation services and its role in the comprehensive transportation system. Based on the field study of the South Railway Station of Sijiazhuang in Hebei Province, marketing policies proposed in this paper for railway freight transportation services are of practical significance.Based on field study and comprehensive literature review, analyses are carried out for the current condition and existing problems of the South Railway Station of Shijiazhuang. After analysing the existing railway freight transportation services, the paper generalises their advantages and disadvantages. Freight transportation market situation of the Shijiazhuang area is also analysed in the paper, and detailed classification of freight transportation market demands are carried out. Positioning of target market for the South Railway Station of Shijiazhuang is determined according to its situation, and proposals for the design of its railway freight transportation services are put out. To ensure streamlined implementation of the marketing strategies proposed, mechanisms for feedbacks, pricing and mesures to ensure transportation capacity are considered at the final part of the paper.With the proposal of"frog-leaping development"of railway transportation, the implementation of brand-new management mechanism called"stations and railway segments under direct administration of railway bureaus", and the carrying out of restructuring in a view to enhance productivity, emphasis of work for railway freight transportation departments should be shifted from the previous concentration on"traffic organization"to"meeting market demands". Study of this paper are of reference value and practical significance for railway stations to adapt to market demands, optmize their freight transportion service arrangements and step up reforms on management in order to prevail in the fierce market competition.