Research On Key Issues Of Rail Freight Marketing Under E-business Environment

As an important mode of transportation in modern logistics market, rail freight madegreat contribution to the development of transportation industry in our country.Nowadays, China railway freight carries out marketing with e-business as thebreakthrough point, in the facing the fierce competition of logistics market, this isundoubtedly the inevitable choice of adapt to the developing situation of logistics.Solving the key issues of rail freight marketing under e-business environment is notonly an important breakthrough of rail marketing management at this stage, but alsoan important base point of accurate positioning of rail in the logistics market.Carrying out marketing under e-business environment is a more advanced marketingmanagement ideas and methods, but rail freight is a new thing both in thedevelopment of e-business and marketing, and the various problems of it aregradually revealed. So far, there are not many scholars engaged in this research.Therefore, we analysis and found the key issues of rail freight marketing undere-business environment and research the business management module to solve theproblems based on the deep understanding of e-business and marketing and absorbingthe experiences of advanced national from the point of the rail freight development.Through a lot of field investigation and data analysis, this paper studied the key issuesof rail freight marketing under e-business environment from the following aspects:(1) Through the analysis of the basic concept and the connotation of e-business andmarketing, the paper found out the relationship between e-business and marketing andlaid the foundation for the next step research on marketing activities under e-businessenvironment.(2) The paper analyzed the impact of e-business for marketing, summarized thepattern and experience of foreign advanced railway company in marketingmanagement, and pointed out the prospect of rail freight marketing under e-businessenvironment.(3) Aim at current present condition of China railway freight, the paper summarizedthe problems of marketing: Lag of marketing idea, lack of marketing subject; Marketing awareness is not strong, lack of market analysis; Simple types of products,lack of core products; Simple service method, lack of service innovation. Then thepaper proposed some marketing management models to solve the key issues, such as:To optimize of marketing management system, to perfect the marketing system; Tocreate a market analysis module, to change marketing idea; To create product designmodule, to create the core products; To create customer service module, to meetcustomer demand.(4) The paper tracked the market research and marketing of Shenyang RailwayBureau, analyzed the method of marketing organization, understood the basic demandof Shenyang Railway Bureau, analyzed the problem of carrying out marketing, andlaid a foundation of solving the key issues of rail freight marketing under e-businessenvironment.(5) In combination with the actual situation of Shenyang railway freight logisticsmarket, the paper analyzed the practical function of marketing management modelbased on e-business environment in detail, and in what way to use e-business modulein order to carry out marketing activities.