| According to the situations, such as rail freight market share decline, laggard marketing sense, structural imbalance, conflict between demand and capacity, much more processes and poor awareness, in Guang-Mei-Shan railway, this article carries through the study with a series of methods such as literature search and analysis, field research, expert advices, comparative investigations and examples analysis. It also brings forward the theories of rail freight target markets, customers and pricing mechanism relating to the law of development of market segmentation, target market, customer service and price management. Analyzing the Guang-Mei-Shan rail freight market with the SWOT analytical method, this paper sets forth the superiorities of network, region, resources and system, and points out the obstacles of concept, traditional railway mechanism, capital and products. The railway is facing not only the opportunity such as market demand expanding, external opportunities for goods, but also the severe competition challenges. Those facts further clarify the Guang-Mei-Shan railway's freight market segmentation and target markets. Based on the practices with service quality, visual image recognition, marketing reform, marketing information technology, customer service, price leverage, and the practice such as cement loss case of transport, and combined with the new changes in the freight railway, this article proposes Guang-Mei-Shan marketing objectives and put forwards many assumes, including the establishment of marketing groups, development of new products and freight forwarding agents, customer service process re-engineering, implementation of norms and flexible pricing, optimizing allocation of resources and improving the efficiency of goods, development of e-business and concrete steps basing on building information platform. Those methods provide many solutions for Guang-Mei-Shan freight problems and offer useful study to speed up railway cargo development. |
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