Research On Marketing Strategies Of Container Service Of Railway And Sea Combined Transport Of Z Company

Multimodal transport is a combined transport mode commonly used in Western developed countries.Sea-railway multimodal container transport has outstanding advantages such as wide covering range,environmental friendly,convenient and efficient,which are gradually recognized by cargo owners.Company Z,affiliated to the National Railway Group Corporation,is the management entity of the national monopoly railway container transportation.Since the development of the railway-sea container transport service,Company Z has provided shippers with rail and sea container domestic section and the entire transport,including freight forwarders with rail-sea combined container non-stop train transportation,bulk shipping,loading and unloading,storage,digging,packing,cargo storage and door-to-door logistics services.In recent years,the volume of rail-sea combined transportation has continued to rise,but it only accounts for less than 10% of social container transportation.The main reason is that the mode of rail-sea combined transport,service level and service quality need to be further improved.Therefore,this paper focuses on company Z's international rail-sea combined container pattern and its service marketing strategy.By analyzing the company Z 's rail-sea combined container marketing environment and the main influencing factors,the paper will formulate a 7Ps service marketing combined strategy which is suitable for the company's development.First of all,through understand the theories,especially the definition and connotation of service marketing after referring to a large number of documents,and then expounds the research results of international container logistics transportation and logistics services.After the in-depth investigation of the current marketing strategy of company Z rail-sea container transportation services,I find that the existing model is relatively simplex and passive,relying solely on products or price strategies for sales,which is unadapted to the market development.Based on the analysis of the marketing environment and main influencing factors,customer needs and target markets of company Z's rail-sea container transportation service by using the PEST model and the enterprise micro-environment model,I choose the company Z's typical foreign trade service product of rail-sea transportation—Kunming Tobacco Project.By comparing and researching the transport mode prices and time effectiveness of three different combination of logistics service model,high seas combined transport(railway box),rail-sea combined transport(sea container),rail-sea combined transport(railway box),the price of rail-sea combined transport(railway box)mode is the most economical in conclusion.According to the flower of service model,this paper uses the 7Ps marketing combined strategy to analyze the company Z's rail-sea combined transport container transportation which is based on price,involving product,promotion,channel,personnel,process management and tangible display strategies and gives relevant suggestions.Thus we will design a practical rail-sea multimodal transport container service marketing combined strategy.Meanwhile,according to a brief prediction of the future industrial development,it is concluded that the formulated service marketing combined strategy can meet the needs of company Z's future development.This paper has the following innovations: First,combining with the writer's personal work experience,the paper studies international rail-sea container transportation from the perspective of service marketing which is relatively rare in previous research results.Second,comparing the prices of different combination mode in the typical project,through different combinations of typical projects,the rail-sea combined container service marketing combined strategy formulated by 7Ps can involve the three most important factors in the logistics service products that customers are most concerned about,including economy,timeliness and safety.This paper hopes to provide other companies in the logistics transportation industry with the marketing combined strategy as a reference.There are 26 figures,15 tables and 56 references.