摘要
在对加强铁路货运营销体系建设的必要性进行分析的基础上,研究和探讨了构建铁路企业货运营销体系的基本框架及主要内容,并提出了当前应当采取的对策建议,即:以市场化为导向,切实转变营销理念;以品牌化为标准,构筑有竞争力的铁路货运产品;以网格化为途径,实现营销区域全覆盖;以规范化为目标,营造铁路货运营销价格优势;以网络化为核心,全面提升铁路营销服务水平;以职业化为手段,大力提升营销人员能力与素质。
This articles is on the basis of the analysis of the necessity to strengthen rail freight marketing system, and discuss the basic framework and its main content to build rail freight marketing system and proposed measures to be taken in the current. Measures include the following： market -oriented, to practical change marketing concept; brand as the standard, and to build a competitive rail freight products; grid as the way, to achieve full coverage of areas marketing; normalization as the goal, to create a rail freight marketing price advantage; network as the core, to raise the overall level of railway marketing services ; career as the means, to vigorously improve marketing staff ability and quality.
出处
《经济问题》
CSSCI
北大核心
2013年第7期77-79,共3页
On Economic Problems
关键词
铁路货运
营销
体系建设
rail freight
marketing
system construction
