摘要
运用市场营销理论的SWOT分析法,分析铁路物流市场营销的内部优势、内部劣势、外部机会和威胁,提出铁路物流市场营销策略,即进一步稳定大宗物资运量、加强铁路物流信息联网、适当开展促销活动的SO策略,采用现代物流企业先进管理方式、全面实施"互联网+"行动计划、改进装卸技术水平的WO策略,加强与其他运输方式合作、全力推广集装箱物流、制订特色物流方案等的ST策略,以及建立高效率的营销队伍、完善激励机制、引进先进物流企业的管理经验等的WT策略,从而更好地为经济社会服务。
By using the SWOT analysis of marketing theory, this paper analyzes internal advantages and disadvantages as well as external opportunities and threats of railway logistic marketing, and puts forward the strategies of railway logistic marketing, including： the SO strategies, such as further stabling transport volume of bulk cargo, strengthening the networking of railway logistic information and suitably developing promotional campaign; the WO strategies, such as applying the advanced management modes of modern logistic enterprises, fully implementing ＂Internet＋＂ action plan and improving the loading and unloadding technology level; the ST strategies, such as enhancing cooperation with other transport modes, fully promoting container logistics and drawing up special logistics program; and the WT strategies, such as building high-efficient marketing team, improving excitation mechanism and introducing the management experience of advanced logistics enterprises, all of these will provide better service for economic society.
出处
《铁道运输与经济》
北大核心
2016年第1期6-9,共4页
Railway Transport and Economy
基金
教育部高校人文社科规划基金项目(15YJAZH091)
江西省高校人文社会科学重点研究基地研究项目(JD1574)
华东交通大学校立科研课题(13GD04
13GD05)
