文档介绍：河北工业大学
硕士学位论文
北京铁路局石家庄车站货运业务服务营销策略研究
姓名:许素芹
申请学位级别:硕士
专业:工商管理
指导教师:刘宏
20061001
河北工业大学工商管理硕士(MBA)学位论文
北京铁路局石家庄车站货运业务服务营销策略研究
摘要
本文根据石家庄车站的改革发展及货运业务服务现状,结合当前运输业的竞争环境进
行分析,研究石家庄车站货运业务服务营销策略。
本文运用实证研究方法,将市场服务营销理论与企业的运营相结合,通过市场调研以
及对石家庄车站的微观环境的分析,着力研究面对竞争激烈的市场,石家庄车站如何运用
服务营销战略获得利润最大化,增强企业对市场变化的应变能力。
本文首先对铁路货运业务宏微观环境、现状进行了调查、分析,研究石家庄车站的微
观货运市场,并对石家庄车站的货运情况进行了深入细致的研究,分析石家庄车站的货运
流程,对石家庄车站当前的货运服务营销体系进行剖析,找出不足。最后结合有关理论制
定了石家庄车站货运服务营销策略及实施办法。
通过本文可以了解当前铁路货物运输经营情况、当前铁路改革方向;掌握石家庄车站
的内部环境,向第三方物流的转化过程及服务流程的完善过程;了解以客户管理为中心的
服务营销策略及完善信息化服务系统。
关键词:服务营销策略,铁路,货运,石家庄车站
I
北京铁路局石家庄车站货运业务服务营销策略的研究
Research of Peking railroad bureau Shi Jia Zhuang station
freight transportation business service marketing strategy
ABSTRACT
This text according to the service present condition of the Shi Jia Zhuang station freight
transportation business, the reformation of the Shi Jia Zhuang station freight transportation
business develops the condition, joining together petition environment of the current
forward agent proceed the analysis, studying the Shi house Change station freight transportation
business service marketing strategy.
This text makes use of the substantial evidence research method, carries with business
enterprise the market service marketing theories to camp bine together, passing the market
the investigation and to the environmental analysis in tiny view of the Shi Jia Zhuang station, put
forth effort the research face the vigorous market petition, how the business enterprise
make use of the service marketing strategy the winning the profits maximizes, strengthening the
business enterprise to change to the market of adapt to changes text proceeded the
inquisition, analysis to the great tiny view in business in freight transportation in station
environment, present condition first, studying the tiny view frei