【摘要】：長(zhǎng)期以來(lái),我國(guó)鐵路都采用客貨共線的運(yùn)輸組織模式,鐵路貨運(yùn)能力受限,我國(guó)鐵路運(yùn)輸發(fā)展受到制約。隨著《中長(zhǎng)期鐵路網(wǎng)規(guī)劃》的實(shí)施和客運(yùn)專線的逐步建成,我國(guó)主要繁忙干線將實(shí)現(xiàn)客貨分線,貨運(yùn)能力將逐步得到釋放；同時(shí),國(guó)民經(jīng)濟(jì)迅速發(fā)展使我國(guó)現(xiàn)代貨物運(yùn)輸市場(chǎng)需求呈現(xiàn)空前的增長(zhǎng),這為鐵路貨運(yùn)的發(fā)展帶來(lái)了新契機(jī),而各種交通運(yùn)輸方式之間的激烈競(jìng)爭(zhēng)也迫使鐵路貨運(yùn)企業(yè)必須加速自身改革,制定合理的營(yíng)銷策略以適應(yīng)市場(chǎng)需求的變化。如何在客貨分線新形勢(shì)下制定合理的貨運(yùn)營(yíng)銷策略已成為我國(guó)鐵路貨運(yùn)亟待解決的問(wèn)題。 本文首先對(duì)我國(guó)鐵路貨運(yùn)市場(chǎng)的現(xiàn)狀和市場(chǎng)營(yíng)銷環(huán)境作了分析,結(jié)合客貨分線后貨運(yùn)市場(chǎng)的發(fā)展趨勢(shì)闡述了既有線鐵路貨運(yùn)需求和供給特征,并利用ARIMA模型對(duì)我國(guó)鐵路貨運(yùn)分品類貨物的貨運(yùn)量進(jìn)行了預(yù)測(cè),并在此基礎(chǔ)上對(duì)客貨分線后的鐵路貨運(yùn)市場(chǎng)進(jìn)行了細(xì)分和定位。在利用SWOT分析法對(duì)我國(guó)客貨分線后鐵路貨運(yùn)市場(chǎng)營(yíng)銷的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅作全面分析的基礎(chǔ)上,根據(jù)客貨分線后鐵路貨運(yùn)營(yíng)銷的指導(dǎo)方針和發(fā)展思路,對(duì)貨運(yùn)產(chǎn)品的設(shè)計(jì)及組織進(jìn)行了重點(diǎn)研究,分別從組織形式、貨物品類、產(chǎn)品層次、時(shí)效性及開(kāi)行方式這五個(gè)方面對(duì)貨運(yùn)產(chǎn)品作了設(shè)計(jì)和開(kāi)發(fā)。論文從建立靈活的運(yùn)價(jià)體系、完善營(yíng)銷渠道、加大促銷力度、提高人員素質(zhì)及服務(wù)質(zhì)量等方面為營(yíng)銷活動(dòng)提出了建議,為客貨分線后鐵路貨運(yùn)部門制定貨運(yùn)營(yíng)銷計(jì)劃提供了定性與定量的依據(jù)。最后,分析了廣州鐵路(集團(tuán))公司貨運(yùn)市場(chǎng),并對(duì)廣州鐵路(集團(tuán))公司的貨運(yùn)營(yíng)銷工作提出了建議。圖17幅,表9個(gè),參考文獻(xiàn)60篇。
[Abstract]:For a long time, the railway of our country has the transportation organization mode of passenger and cargo co-linear, the freight capacity of the railway is limited, and the development of railway transportation in China is restricted. With the implementation of the long-and medium-and long-term railway network planning and the gradual completion of the passenger dedicated line, the main busy main line of our country will realize the passenger and cargo distribution, and the freight capacity will be gradually released; at the same time, the rapid development of the national economy has made the market demand of the modern goods transportation in our country unprecedented growth, This has brought a new opportunity for the development of railway freight, and the fierce competition among various modes of transportation also forces the railway freight enterprises to accelerate their own reform and develop a reasonable marketing strategy to adapt to the change of market demand. How to develop a reasonable freight marketing strategy under the new situation of passenger and freight distribution has become a problem to be solved urgently in China's railway freight. In this paper, the present situation and the marketing environment of the railway freight market in China are analyzed, and the freight demand and the supply of the existing railway freight are described in the light of the development trend of the freight market after the distribution of the passenger and cargo. In this paper, the freight volume of China's railway freight is predicted by means of the ARIMA model, and the railway freight market after the passenger and cargo distribution is subdivided and determined on the basis of the above. Based on the analysis of the advantages, disadvantages, opportunities and threats of the railway freight marketing after the distribution of passenger and cargo in our country by using the SWOT analysis method, the paper focuses on the design and organization of the freight product based on the guidelines and the development of the railway freight marketing after the distribution of the passenger and cargo. The products are designed and opened from the five aspects of the organization form, the category of the goods, the product level, the timeliness and the mode of operation. The paper makes a suggestion to the marketing activities in the aspects of establishing flexible freight rate system, perfecting the marketing channel, increasing the promotion strength, improving the quality of the personnel and the quality of service, and providing a qualitative and quantitative basis for the development of the freight marketing plan for the railway freight department after the distribution of the passenger and cargo. Finally, the freight market of Guangzhou Railway (Group) Co., Ltd. is analyzed, and the freight marketing of Guangzhou Railway (Group) Co., Ltd. is put forward Discussion. Figure 17, Table 9, Ref.60
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F532.6;U294.1

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