石家庄南站零担货运市场营销策略研究.pdf

河北工业大学
硕士学位论文
石家庄南站零担货运市场营销策略研究
姓名:郭常顺
申请学位级别:硕士
专业:工商管理
指导教师:郭继鸣
20060401
河北工业大学工商管理硕士(MBA)学位论文


石家庄南站零担货运市场营销策略研究

摘要

近年来,我国交通运输领域发展迅猛,随着市场竞争的日趋激烈,运输市场逐渐打破垄
断。铁路零担货物运输企业面临来自公路等运输方式的巨大挑战,市场份额不断下降。石家
庄南站是以铁路零担运输为主的大型国有企业,是华北地区重要的铁路交通枢纽。目前零担
运量大幅度下滑,企业营销工作至今依然滞后于整个货运市场的发展,全面加强企业营销工
作已势在必行。
论文共分六个部分。第一章绪论中主要论述了文章选题的现实意义。第二章系统归纳总
结了现代市场营销理论和铁路市场营销理论的基本理论体系和主要观点。第三章和第四章从
铁路零担货物运输市场面临的宏观环境出发,分析了石家庄市零担货运市场发展的现状、特
点以及铁路零担货物运输面临的形势,通过对石家庄南站内部环境的分析,并认真分析了历
年的统计数据,指出了石家庄南站内部存在的不足,并采用 SWOT 分析方法深入分析了货运
市场的竞争态势。第五章对铁路货运市场进行了细分,分析了各种运输方式目标市场的确定。
第六章作为论文的重点,主要应用现代市场营销理论对石家庄南站的货运营销策略进行了研
究,制定了营销策略。

【关键词】铁路零担货物运输,营销策略,物流









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石家庄南站零担货运市场营销策略研究


STUDY ON THE MARKETING STRATEGY OF RAILWAY
BREAKBULK CARGO TRANSPORT FOR SHIJIAZHUANG
SOUTH RAILWAY STATION

ABSTRACT

In recent years, transportation munication are under rapid development in China.
Planned economy directed monopoly in the market of breakbulk cargo transportation by railway
system has been broken down by the current petition. Breakbulk cargo transportation
companies are experiencing unprecedented challenges from highway transportation and other
means as well, resulting in panies’ shrinking market share. The Shijiazhuang south
railway station, the hub of railway transportation munication in North China, has been one
of the largest state-owed enterprises whose major businesses are breakbulk cargo freight
transportation and travelers’ transportation. The marketing strategy in the Shijiazhuang south
railway station till now still lags behind the development of nation’s whole freight market. It is
imperative that the SRBB start pany’s marketing strategy systematically.
The thesis consists of six chapters. The first chapter stated the importance of the chosen topic.
The second chapter systematically summarized the modern theories on marketing strategy and the
basic theories and mainstream viewpoints of railway