摘要
随着国家运输结构不断深入调整,铁路货运发展获得了良好的发展机遇,如何通过实施有效的货运营销方式吸引货源,成为提升铁路货运在运输市场的占比,完成铁路货运增量攻坚活动的关键所在。通过阐述铁路货运营销研究现状,采用蚂蚁捕食营销作业法理论,提出铁路货运地毯式营销、网格式营销、循环式营销方法。以北京局集团公司丰台货运中心货运营销为例,对丰台货运中心采用蚂蚁捕食营销作业法应用方案进行分析,实践表明蚂蚁捕食营销作业法应用效果良好,可以为铁路货运系统营销促增量提供借鉴。
With ongoing restructuring of China’s national transportation network, the key for improving the railway industry’s performance and increasing its share in the freight market lies in implementing effective marketing strategies to attract more customers and seizing the advantageous development opportunity. Based on an overview of the current marketing strategies and supported by the ant predation theory, this paper puts forward the strategies for railway freight operation: carpet marketing, grid marketing and circular marketing. Based on the findings of a case study of Fengtai Freight Center, China Railway Beijing Group Co., Ltd., this paper concludes that the ant predation marketing strategies are effective, which is expected to offer reference for the railway industry to increase its freight volume.
作者
宛标
WAN Biao(Fengtai Freight Center, China Railway Beijing Group Co., Ltd., Beijing 102300, China)
出处
《铁道货运》
2019年第7期17-20,25,共5页
Railway Freight Transport
基金
中国铁路北京局集团有限公司科研计划课题(2018cy36)
关键词
铁路货运
蚂蚁捕食作业法
地毯式营销
网格式营销
循环式营销
Railway Freight Transportation
Ant Predation Theory
Carpet Marketing
Grid Marketing
Circular Marketing
