Research On Marketing Strategy Of Scattered Goods Transportation In L Bureau Group Company

The rise of electronic commerce has led to a sharp increase in the volume of scattered freight.In order to maintain the market share of railway freight transportation,expanding the share of railway scattered cargo transportation is the only way for China Railway Corporation to further develop.Therefore,with the continuous efforts of China Railway Corporation,the railway freight transportation organization has been reformed many times,and the abandoned scattered cargo transportation mode has been operated again.With the rapid development of the Internet,customers’ demand for the transportation of scattered goods is becoming more and more diversified.It is an urgent problem for railway transportation enterprises to formulate a marketing strategy which can effectively expand the market share of scattered cargo transportation and meet the development of modern economy and the change of market environment.This paper studies the marketing strategy of the L Group Company Limited railway freight transportation.Firstly,the related theories adopted in this research are described,including STP theory,Four Ps of Marketing,SWOT and five force model.At the same time,this paper analyzes the general situation of the L Group Company Limited and gives the definition,classification,characteristics of scattered goods.Combined with the relevant data for the last five years of the L Group Company Limited railway freight transportation,the current status of the scattered goods transportation is explained.Secondly,this paper uses PEST theory to study the external environment of scattered cargo transportation from four aspects:politics,economy,culture and technology.Market competitiveness is analyzed,which is based on the five force model.Combined with the macro environment and the opportunities and threats in the transportation process,the SWOT matrix is plotted.Through the internal environment analysis of the resources and core competitiveness,the advantages and disadvantages of the L Group Company Limited scattered goods transportation are summarized,which provides a theoretical basis for formulating the enterprise marketing strategy below.Then,the present market situation of the L Group Company Limited is analyzed in depth.Combined with the results of current marketing practice,such as the decline of market share and the low level of customers’ awareness of brand,this paper points out that the scattered cargo transportation market of the L Group Company Limited has low positioning accuracy,single product strategy,inflexible pricing mechanism,lack of innovation in marketing channels,and lagging promotion methods.In order to solve these problems,marketing optimization strategies is formulated by using market segmentation,re-determination of target market selection and relocation of transportation market.Finally,from the basic management,capital budget,human resources,customer relations and other aspects of the L Group Company Limited,the marketing strategy guarantee system for the scattered goods transportation market is formulated.This paper uses the basic theories of marketing management and transportation marketing.Starting from the aspects of improving the market competitiveness of railway scattered cargo transportation and meeting the needs of different customers for railway cargo transportation,the marketing strategy of railway scattered freight transportation is formulated,which is in line with the normal economy and the development of modern logistics.The marketing strategy provides an important reference value for L Group Company Limited to expand the market share of scattered cargo transportation.