Marketing Strategy Problems And Countermeasures Research Of The Freight Center Of Beijing

In recent years,with the continuous adjustment of the national economic structure,the economic growth rate has slowed down,and the demand of transportation market has changed a lot.As a result of supply-side reform and the decrease capacity policy on industry,the main freight,to railway,such as coal,steel,metal ore and others,has been declining year by year.During the decade between 2007 and 2016,rail freight turnover decreased by 0.02% and freight volume increased by 6%.At the same time,the national comprehensive transportation system(including cargo,railways,aviation and water transport)increased by 85.5% and freight volume increased by 95.7%.On June 15,2013,the Railway Company of C hina reforms officially on freight organization,Beijing freight center was established on the same time,with freight organization reform deepening,the degree of marketization of railway freight is getting deeper and deeper,competition with other modes of transport is also increased.Therefore,how to face this serious challenge and seize the opportunity of development must be studied and analyzed,especially about the railway freight marketing strategy.Due to Beijing freight center special geographical location,and it has strong representative in the railway freight system,the research of marketing strategy for Beijing freight center has very important practical significance.In this paper,the marketing strategy of Beijing freight center is systematically studied in five chapters.Chapter 1 is the introduction,through the analysis of the topic background and clear research purpose,as well as the research ideas and research methods,the full text is introduced.C hapter 2,which carried the important theory of marketing and the research present situation briefly,focused on the STP theory,the theory of 4 ps,PEST analysis method and the railway freight marketing research status at home and abroad over view description.Chapter 3 is the marketing environment analysis for Beijing Freight Center,firstly it give a comprehensive description of the situation of Beijing freight center,and introduces the research objects from four aspects: basic situation,or ganizational structure,personnel situation and equipment situation.And then,respectively,using PEST analysis and Michael Porter's Five Forces Model to analyze its external marketing environment,from four aspects,marketing ability,production ability,financial ability,organization ability,to analyze the internal marketing environment.Finally,to identify with the method of SWOT analysis the strengths,weaknesses,opportunities and threats of Beijing freight center,by using the method of combinatio n analysis to find out the most favorable freight strategic initiatives for Beijing Freight Center.Then in the chapter 4 puts forward the marketing strategy,Beijing Freight Center is connected with practice points category traffic volume forecast in the first place,then use the STP analysis method according to the market segmentation,target market selection and market positioning of three steps gradually research conforms to the actual of Beijing Freight Center is analyzed with the marketing strategy.Last chapter 5 is the Beijing freight center marketing strategy analysis,through the market marketing strategy analysis method,which analyze from product,price,channel,promotion and customer relationship five aspects,respectively discusses the marketing strategy of Beijing Freight Center current situation,existing problems,put forward a series of corresponding improving measures.It is hoped that the marketing theory and analysis method applied in the research process of this paper will be helpful to the future development of Beijing Freight Center,and that maybe beneficial to the development of the whole railway freight marketing.