摘要
随着铁路运能的逐步释放和运输市场的竞争加剧,铁路物流面临更加严峻的考验。积极开展铁路物流网络营销,有利于完善铁路物流营销服务管理体制,为铁路物流发展创造新的经济增长点。在分析铁路物流网络营销现状的基础上,利用SWOT分析法对铁路物流开展网络营销的优势、劣势、机会和威胁进行定性分析,找出影响铁路物流网络营销的相关因素,再运用AHP法开展定量研究,建立SWOT-AHP模型,在定量分析的基础上找出影响铁路物流网络营销的关键性因素,为铁路物流网络营销提供策略和建议。
Railway logistics faces serious challenges in the market after the railway transport capacity is released. Internet-based marketing strategies help improve the marketing management of railway logistics by creating new economic growth. With an elaboration on the current status, the paper uses SWOT analysis to qualitatively determine factors that influence the internet-based marketing environment, including strengths, weaknesses, opportunities and threats. Combining with the AHP method which is applied to conduct quantitative researches, this paper builds a SWOT-AHP model that helps identify the key factors in the internet-based marketing for railway logistics.
作者
李一龙
LI Yi-long(Transport Management Department, Hunan Vocational College of Railway Technology, Zhuzhou 412000, Hunan, China)
出处
《铁道运输与经济》
北大核心
2017年第12期91-95,共5页
Railway Transport and Economy
基金
国家自然科学基金重大项目(71390332)
关键词
铁路物流
网络营销
SWOT
AHP
营销策略
Railway Logistics
Internet-based Marketing
SWOT
AHP
Marketing Strategies
