论文标题:珠三角地区铁路货运现状分析与营销对策探讨
Pearl River Delta Railway Freight Transport Actuality Analysis and Marketing Countermeasure Research
论文作者
论文导师 张梅青,论文学位 硕士,论文专业 工商管理
论文单位 北京交通大学,点击次数 68,论文页数 59页File Size911K
2006-11-01论文网 http://www.lw23.com/lunwen_950541542/
Pearl River Delta;Railway Freight Transport;Market Share ;Marketing Strategy
在经济总量上升的背景下,近年来广铁集团,尤其是珠三角地区的铁路货运却呈下滑趋势,其中既有客观原因,也有主观原因。客观原因是随着珠三角地区产业结构调整,铁路垄断货物减少,竞争货物增多,加上铁路还受计划经济体制的束缚,要承担大量的社会性和公益性职能;主观原因是外部环境已经发生了很大变化,但我们的经营理念、管理体制、营销机制以及服务水平都适应不了市场的需要。 2003年6月,铁道部部长刘志军提出了实现铁路跨越式发展的战略目标。结合实际,广铁集团公司确定了跨越式发展的总体思路、发展重点和主要措施,强调要充分发挥广铁集团地处以广州为中心的珠三角地区的地缘优势、市场优势和政策优势,力争三至五年,扭转发展滞后的局面,争当铁路跨越式发展的“领头羊”。 为了实现这一战略目标,必须对珠三角地区铁路货运的发展状况和发展方向作全面、系统的深入研究。 本论文从论证珠三角铁路货运的发展战略入手,详细分析了珠三角地区货物运输的市场现状,铁路货运目前所处的内外部竞争环境,以及目前广铁集团公司所采取的营销策略的利弊,指出珠三角铁路货运虽然面临很好的外部机会,但也存在许多的内部劣势。当前应该抓住发展机遇、克服自身不足,加快建立符合市场经济要求、能为工商企业提供全方位优质服务的货运条件,才能在竞争中立于不败之地。在此基础上,提出珠三角铁路货运提高市场份额的营销策略设想和建议:即重塑管理体制,构建适应市场经济运作的管理机制;优化运输组织管理;完善产品结构;加强铁路物流信息化建设,大力开展电子商务。
Despite of the increase of overall economic volume, Guangzhou Railway Group Corporation (GRC) has been experiencing a descending railway freight transport in recent years, which is particularly obvious in the Pearl River Delta region. The objective reason for that is the fact that the railway industry has long been bound by the system of planned economy and must shoulder much social and commonweal functions, while the subjective reason is the business notion, managerial system, marketing mechanics as well as the service quality of the railway industry can not adapt to the needs of the market along with the rapid-changing outside environment. In June 2003, Mr. Liu Zhijun, Minister of the Railways put forward the strategic objective of fulfilling a forward-leaping development of Chinese railways. Taking into consideration of its actual situation, GRC accordingly established its blueprint for realizing a forward-leaping development, which was to take the geographic, market and policy advantages of GRC being located in the Pearl River Delta region with Guangzhou as its center and to reverse its lagged-behind situation of development within three to five years so as to achieve the goal of taking the lead in railway forward-leaping development. In order to fulfill the strategic objective , it is necessary for GRC to conduct a comprehensive and systematic research on the current situation and development of railway freight transport in the Pearl River Delta region. The essay starts with the argumentation of development objective of railway freight transport in Pearl River Delta region and analyses in detail the environment which is experiencing both internal and external competitions. The author then points out although there are many good external opportunities for developing railway freight transport in Pearl River Delta region into a modern logistic industry, there do exist many internal disadvantages. The only way to win the competitions is to grasp the opportunity of development, get over the internal deficiencies, and speed up the establishment of a modern logistics service system, which shall suit the requirements of market economy, be in line with the international standard, and can provide a full-scale quality services to industrial and commercial enterprises. Based on that, the author further puts forward a step-by-step development strategy for rapidly developing railway freight transport in Pearl River Delta region into a modern logistic industry and fulfilling its sustained development. Besides, the author brings forward a number of ideas and suggestions for the
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