Research On Marketing Strategy Of Harbin Railway Bureau Freight Center

With the rapid development of social economy,logistics modes are constantly changing,and the traditional railway freight industry is facing opportunities and challenges in the new logistics mode.Railway freight to keep pace with the times,we must keep up with the development of modern logistics industry trends,in the process of logistics to seize market share,railway freight enterprises should strengthen the marketing work,to develop an appropriate marketing strategy of railway freight,play advantage,enhance the market competitiveness of railway freight transport.In the paper,the current marketing situation of Harbin Railway Bureau Freight Center is analyzed through PEST analysis,STP analysis and 4p marketing mix marketing analysis method.Some problems in its marketing are found out,namely,single service function,inflexible price setting,non-standard channel establishment,and backward promotion means.Besides,the external marketing environment faced by Harbin Railway Bureau Freight Center is analyzed.By combining with the related theory of marketing strategy,its market positioning is identified.In addition,in terms of marketing strategy,Harbin Railway Bureau Freight Center needs to develop more kinds of service,enhance scattered freight share,expand the containerization transport,promote service innovation ability,constantly optimize price strategy,realize diverse transportation products pricing system,reform the billing method of specified paths,and enhance negotiation project management,reform main channels of freight,develop freight forwarding and actively conduct e-commerce activities.Moreover,as for promotion strategies,Harbin Railway Bureau Freight Center needs to strengthen advertising promotion,enhance the online promotion and optimize sales promotion strategy.In order to ensure the smooth implementation of its marketing strategy,some security measures of above marketing strategy are proposed for Harbin Railway Bureau Freight Center,namely,to promote the standardization of safety management,promote standardization of field work,perfect the scattered cargo express service platform,and improve perfect marketing system construction.From the current and long-term,relying on existing railway resources in our country,make scientific marketing strategy,accelerate its transformation to the modern logistics is the objective demand of China's integrated transport and logistics system,is an important strategic choice of railway freight transportation reform and development,but also play the advantage of railway,an important strategic measure to build a harmonious railway.