Research On Service Marketing Improvement Strategy Of Dispatching System Of Beiyang Company

Railway transportation dispatching is the command center of railway daily transportation organization,which organizes and directs daily transportation work on behalf of leaders at all levels.Strengthening centralized dispatching and unified command is the need to ensure transport safety,ensure passenger and freight transport and state key transport,and improve the quality of passenger and freight service.At present,China's railway transportation dispatching system is developing very rapidly,but the marketing between enterprises is particularly fierce.Only by improving service marketing,creating value for customers and providing good service,can we gain the marketing advantage of railway transportation dispatching system in the fierce market competition.Taking the company as an example,this paper makes use of SWOT analysis,PEST analysis and STP analysis to study the service marketing of the company's railway transportation dispatching system.Firstly,this paper reviews the relevant theories of service marketing,and introduces the relevant analysis tools of the article.Then,it describes and analyses the relevant situation of the company's service marketing,and makes a description of the company's service marketing.The service,macro-environment and micro-environment of railway transportation dispatching system are analyzed.At the same time,the advantages,disadvantages,opportunities and challenges of railway transportation dispatching system marketing are analyzed by SWOT analysis method.The marketing of railway transportation dispatching system is subdivided and positioned by STP analysis method.Finally,the improvement strategies of service marketing are put forward.The research found that:(1)In terms of macro-environment,the railway dispatching system in this paper is currently facing good national policy support.Rapid economic development also brings good opportunities for the marketing of the railway dispatching system.With the maturity of the technology of the railway dispatching system,the development opportunities of the railway transportation system are good.From the micro-environment,the company has formed a relatively perfect internal management mode,and the basic financial ability of the enterprise is better,the service marketing mode has been more mature,the service marketing of railway dispatching system,as a whole,is facing a better internal and external situation.(2)The paper describes and analyses the customer and demand characteristics of the company's railway dispatching system,divides the company's customers into different categories according to their economic strength,passenger transport and cargo volume,and proposes to improve the enterprise's products and marketing methods according to the actual needs of customers,so as to better meet the needs of the market and the needs of users.(3)The company needs to formulate customer demand strategy for long-term service,and formulate perfect service marketing assessment indicators to improve service marketing performance.At the same time,it needs to formulate targeted service marketing strategy according to the comprehensive needs of customers and their individual needs.In addition,it also needs to uphold the concept of creating value for customers,pay attention to the maintenance and utilization of customer relations.Advanced CRM system can track customers and improve service marketing strategy.