Research On Marketing Strategy Of Railway Dangerous Goods Transportation

With the recovery of industry in recent years, China’s chemical industry has developed rapidly, most of the chemical raw materials in the transport process is dangerous goods,dangerous goods transport market continues to expand. In the market, road transport accounts for 70% of the total traffic, places the dominant position. On the country, though railway have a clear advantage in the volume, distance and safety, limited by the technical conditions and too much emphasis on the impact of the concept of security, railway traffic has been relatively low, the railway sector would rather not transport, do not want to bear the huge security pressure. Nowadays, with the continuous progress of technology, the railway transport of dangerous goods has more space of development, and the decline in freight market demands the railway to seek new growth points, high-risk dangerous goods transport market has become the best choice. So, to study the marketing strategy of dangerous goods transport, open up the dangerous goods market, it’s important for increasing the railway economic efficiency and improving the competitiveness of the railway market ,it really has practical significance.This paper analyzes the status of railway transport of dangerous goods as a starting point ,using SWOT analysis ,to study the advantages and disadvantages, opportunities and threats of the development of dangerous goods transportation in China railway. Based on the previous research on the transportation of railway freight transport, this paper summarizes the China’s railway freight transport marketing system. According to the marketing theory ,the present situation and characteristics of the railway dangerous goods transportation, based on the traditional market system as the basic framework, the railway dangerous goods transportation marketing system is constructed. The system is divided into the target layer,the strategic layer, the strategy layer and the support layer. Then, on the basis of the system,the author puts forward the marketing strategy of "4P + 2M" transportation of railway dangerous goods, including market research, product strategy, price strategy, process optimization, protect strategy, customer relationship management, to make the development strategy of railway dangerous goods transportation from all aspects of market. Finally, taking the Beijing Railway Administration as an example, combined with the actual situation of the railway bureau, apply the marketing strategy to the daily production of the railway, put forward the marketing strategy about dangerous goods transportation of the Beijing Railway Administration, hoping to provide new ideas for the development of railway freight transportation.