The Research On Menghua Railway Freight Marketing Based On Timely Transport

In recent years, with China’s economic restructuring and the pace of adjustment of industrial structure accelerated, the freight transport market has been greatly changed. Bulk cargo volume decrease, high added value and LTL freight volume continue to increase, prompting for quick transport of goods, mobility, timeliness and other aspects have higher requirements. However, railway transport organization and the concept of freight marketing lag behind at present, unable to meet the diverse needs of cargo transport market for personalized and in-time requirements. At the same time, highway with its speed and the advantages of flexible shunt rail traffic which contain a large number of short-haul and a section of long-distance traffic, railway supply is constantly losing, freight volume and market share continues to decline. Therefore, combining railway reality and future trends, to adapt to changes in market demand for freight and snatch transport market share, the study of Menghua railway freight marketing strategies and implement measures under the conditions of timely transport organizations is crucial and necessary.This paper introduces the basic situation of the freight market and theory of freight marketing,analysis and propose organizational philosophy and transport organization mode based on timely transport. In summing up domestic and international freight marketing experience and based on the development situation of rail freight, it use SWOT to analyze Menghua railway marketing strategy under the conditions of timely transport. Through segmenting the timely transport freight market, positioning and designing appropriate shipping products and based on the brand, price, place and promotion aspects,the paper study the timely freight transport marketing strategies and specific implementation measures, construct timely transport organization mode and Menghua railway marketing strategy adapted to market demand. Finally, the paper constructs Menghua railway freight transport marketing strategy based on the conditions of timely transport.