Research On The Freight Transport Product And Marketing Strategy Of Existing Railway Lines Under The Separation Of Passenger And Freight Traffic

For a long time, railway lines are used for mixed passenger and freight traffic in China, which limits the railway freight transport capacity and the development of railway transport. With the implementation of the "Mid-to-Long Term Railway Network Plan" and the construction of passenger special line, the separation of passenger and freight traffic will come true for most of the railway corridors. Then the railway freight transport capacity will gradually be released. Meanwhile, economy’s swift development in our country urges the Chinese modern freight transport market demand to present the unprecedented growth, which has brought new opportunities for the development of the railway freight transport. Besides, the fierce competition between all kinds of transportation modes also forces railway freight transportation enterprise to reform and make a reasonable marketing strategy. So it is urgent for railway to develop a reasonable marketing strategy under the separation of passenger and freight traffic.Firstly, this paper analyzes the current situation of China’s railway freight market and its marketing environment. Then, the cargo freight volume is predicted by using the ARIMA method and the segments and positions of the railway freight transport market under the separation of passenger and freight traffic is discussed. Thirdly, the strengths, weaknesses, opportunities and threats of the railway freight marketing are analyzed by the method of SWOT. According to the guidelines and ideas of railway freight marketing under the separation of passenger and freight traffic, the design and organization of the railway freight transport product is studied. Some suggestions for the railway freight marketing are put forward from the aspects of establishing a flexible price system, improving marketing channels, increasing sales promotion, improving service quality and so on, which provides qualitative and quantitative basis for the railway freight transportation enterprise to make railway freight marketing plans under the separation of passenger and freight traffic. Finally, this paper analyzes the freight market of Guangzhou Railway (Group) corporation and gives some suggestion for its freight marketing. The paper consists of17figures,9tables and60references.