摘要
充分利用铁路货运大数据,对于实现铁路货运业务的智能管理与决策,推进铁路货运向现代物流发展具有重要意义。为有效弥补传统营销模式的不足,分析铁路货运营销现状及存在的问题,提出在大数据时代应充分利用自身的数据资源。整合目前铁路现有的各种信息平台(系统)的信息资源,建设铁路大数据综合信息平台,设计铁路货运大数据综合信息平台的基本构架及营销系统的功能。最后,以中国铁路哈尔滨局集团有限公司为例,提出基于大数据的铁路货运营销方案,即优化营销手段、精准分析货运市场、改善客户关系管理、建立科学的定价模型、优化95306铁路货运电子商务服务系统,为决策部门制订营销策略提供依据。
Taking full advantages of the big data of railway freight transportation is of great significance for railway freight enterprises to implement intelligent management and decision-making, upgrading railway freight to the modern logistics. To overcome the limitations of the traditional marketing mode effectively, this paper argues that the railway industry should make the best of the big data era, based on its analysis of the current railway marketing strategies and their problems. Therefore, this paper has further establishes an information platform of railway freight transport by integrating the relative information networks into a comprehensive one with marketing function. To conclude, taking China Railway Harbin Group Co., Ltd. as an example, this paper puts forward several marketing strategies based on big data to the decision-maker for reference： optimizing marketing tools, implementing precision market analysis, improving customer relation management, establishing a reasonable pricing model and upgrading 95306, an e-commerce service system of railway freight.
作者
武中凯
尹传忠
颜阳
高文慧
WU Zhong-kai;YIN Chuan-zhong;YAN Yang;GAO Wen-hui(Operation and Development Department,China Railway Harbin Group Co.,Ltd.,Harbin 150006,Heilongjiang,China;School of Transport and Communications,Shanghai Maritime University,Shanghai 201306,China)
出处
《铁道货运》
2018年第10期28-32,共5页
Railway Freight Transport
基金
中国铁路总公司科技研究开发计划课题(2017X009-J)
关键词
铁路货运
大数据
营销策略
综合信息平台
Railway Freight
Big Data
Marketing Strategies
An Integrated Information Platform
