< The basic countermeasures and strategies of railway freight marketing are preliminarily discussed. It is considered that the basic strategies for developing railway freight marketing are to establish marketing system, improve marketing organization, reform existing system, enhance competition awareness, develop quality service, simplify transportation procedures, implement brand-name strategy and fully participate in marketing.

At present, the competition in the national freight transport market is fierce, and various modes of transport, such as railways, highways, water transport, aviation and pipelines, are actively seizing the market. According to statistics, in 1996, the freight volume of the whole society accounted for 12.5%, 75.9% by road and 9.8% by waterway. The freight volume of railway is only 1/6 of that of highway, only slightly stronger than that of waterway. In the early days of reform and opening up, 1978, the freight volume of railways accounted for 43.2% of the total freight volume in China, 26 times that of highways and 2.48 times that of water transport.

The decline in the share of railway freight volume is mainly due to the inadaptability of railway freight to the development of market economy, in addition to the reasonable division of labor among various modes of transportation. In order to change this situation and reproduce the advantages of railway freight, we must make great efforts to do a good job in railway freight marketing and obtain the maximum economic benefits at the lowest cost. According to the investigation and study in recent years, the author thinks that the basic strategy of railway freight marketing should be composed of the following aspects.

1 Establish marketing system and improve marketing organization.

At present, the marketing work of railway freight department is in its infancy, and the marketing system adapted to the market economy has not yet been established. The organization of railway freight department should be said to be a management organization formed under the system of integration of government and enterprise in the planned economy era. Therefore, to do a good job in freight marketing, we must establish a freight marketing system that adapts to the market economy and improve the marketing institutions.

1.2 change the current multi-level management system

Across the country, increase the number of railway bureaus, cancel the first-level institutions of railway sub-bureaus, reduce management levels, and let railway bureaus directly manage stations and sections to improve work efficiency. ?

1.2 Establish a bureau-level marketing agency.

The marketing organization should be established at the level of the railway bureau to completely change the current situation that the railway bureau only engages in management. The marketing department of the railway bureau can be set as the passenger and freight marketing department, which consists of passenger marketing center, freight marketing center, dispatching command center and equipment support center. Relevant personnel in the original transportation, passenger transport, freight transport, dispatching, maintenance, public works, electricity, vehicles, statistics and other offices belong to the above centers respectively. The rest of the staff and planning, labor, finance, income, personnel and other offices belong to the management department.

(1) The freight marketing center consists of the marketing department and the enterprise management department. The marketing department should be equipped with experienced marketing personnel, responsible for the investigation and development of the transportation market, keep abreast of market trends, and regularly put forward information analysis and countermeasures of the transportation market. The relevant personnel of the original bureau, such as cargo counting, cargo handling and cargo management, are the backbone of this marketing department. Enterprise management departments should determine and adjust transportation plans according to market information, strengthen transportation organization, adjust transportation capacity at any time according to market demand, adjust loading quantity and flow direction, adopt flexible operation plans and charging policies, and vigorously increase transportation income.

(2) The Equipment Support Center is responsible for the integrity of locomotives, vehicles, lines, communications, signals and station equipment, and fully guarantees the provision of high-quality transportation products.

(3) All departments should determine their respective responsibilities, assessment and reward and punishment systems. Each post should establish a post responsibility system. In other words, all the staff in the bureau should work around the word "marketing".

1.3 Establish a station-level marketing organization.

At the station level, a feasible marketing organization should also be established according to the above principles. The concrete idea is that freight business offices can be established as an important part of freight marketing system. The station can also combine the development of enterprise management of railway freight yard, reform the existing transportation management system, integrate the main business with "diversified management", take the market as the guide, strengthen the marketing work, completely change the rigid management mode and monopoly thought formed in the planned economy for decades, and gradually form a freight marketing system that combines with the main business and adapts to the development of market economy.

2. Establish a marketing mechanism?

2. 1 Establish an incentive and restraint mechanism

For freight marketing personnel, we can combine the work of "separating government from enterprises" and "reducing staff and increasing efficiency", openly recruit them inside and outside the road, and choose the best posts, and implement the full piece-rate wage system. The income of marketers is linked to marketing benefits, and personal salary is calculated according to the quantity of marketing and the assessment of marketing income. Goods recruited by people outside the marketing team will be rewarded according to the quantity. For machinery, engineering, electric power, automobile and other marketing support departments and other management departments, the total wages are linked to marketing income and their own cost control targets, and the liquidation assessment method is implemented.