Research On The Marketing Strategy Of Jinan Railway Freight Major Clients

With the rapid development of Chinese economy,the demand of freight market has showed unprecedented growth trend.The demand growth of freight market undoubtedly brings new opportunities to the development of railway freight and the competition of freight market is also increasingly fierce.However,confronted with the opportunities and challenges in the transport market,Jinan Transportation Co.Ltd's transport volume has been declining.The drawbacks of its unbalanced transport structure,outdated management mechanism and poor service awareness are increasingly prominent.In view of the current fierce competition of freight market,how to improve the competition ability of the cargo transportation industry of Jinan Transportation Co.Ltd.is a problem to be solved.With Jinan Transportation Co.Ltd.as the research object,this paper studies its marketing strategy for key customers in freight to promote the transformation of its freight marketing to modern logistics marketing.The main research work of this paper is as follows:(1)Summarize and conclude relevant theories of the key customers marketing,mainly including key customers theory,service marketing theory,and SWOT analysis,so as to provide a solid theoretical basis for the follow-up study.(2)The thesis analyzes the basic transport information of Jinan Transportation Co.Ltd and the status quo of the key account marketing.The former includes four aspects,namelyJinan Transportation Co.Ltd's profile,transport volume and transport structure features;the latter includes three aspects,namely the key account's basic situation,key account strategic marketing strategy and key account marketing implementation effect.(3)The SWOT Analysis of Jinan Transportation Co.Ltd's transport marketing environment.The thesis mainly analyzes the strengths,weaknesses,opportunities and threats of the company's transport marketing environment and chooses the key account strategy based on the conclusion.(4)Study the freight service quality gap of Jinan Transportation Co.Ltd.and develop the corresponding marketing strategies according to the service quality gap model theory.(5)Formulate the corresponding strategy guarantee measures in order to ensure the smooth implementation of the developed marketing strategies,including improving key customers marketing system,strengthening the transport capacity security mechanism,establishing key customers management mechanism,optimizing freight product system,promoting business innovation,driving the informationization strategy development.