基于波士顿矩阵法的铁路快捷货运产品结构及营销策略分析  

Analysis of railway express freight transport product structure and marketing strategy based on Boston matrix method

作　　者：帅斌[1] 汤玲玲[1] 黄丽霞[1] 

机构地区：[1]西南交通大学交通运输与物流学院,四川成都610031

出　　处：《铁道科学与工程学报》2014年第2期111-115,共5页Journal of Railway Science and Engineering

基　　金：铁道部科技计划重点项目(2012X012-F)

摘　　要：随着铁路快捷货物运输的不断发展,快运产品结构也在不断地调整。伴随着铁路货运改革的契机,如何才能更好地发展铁路快捷货物运输,已有的快运产品的产品结构是否合理,在这方面没有深入研究。本文提出铁路快捷货物运输产品主要种类,利用波士顿矩阵法对铁路快捷货运产品结构进行分析,最后确定出产品定位,再根据实际情况对不同快运产品提出产品营销策略。With the increasing development of railway express freight transportation, the express freight transportation product structure has to be adjusted constantly. Accompanied by the opportunity for railway freight reform,how to develop the railway express freight transportation better is a hot topic of deserved analysis, and there is also not any in -depth investigation of whether the existing express freight transportation product structure is reasonable. On this basis, this paper firstly proposed the main categories of railway express freight transportation products, and secondly the Boston matrix method was utilized to analyze the structure of railway express freight product. Finally, the position of product was then determined, and the strategy of new product marketing for different products was proposed according to the actual situation.

关 键 词：铁路快运产品 波士顿矩阵法 产品策略 

分 类 号：U294.1[交通运输工程—交通运输规划与管理]