南宁局集团公司铁路货运营销大数据应用研究  

A Study on Application of Big Data of Railway Freight Marketing at China Railway Nanning Group

作　　者：陈小辉 杨莉 CHEN Xiaohui;YANG Li(Freight Department,China Railway Nanning Group Co. Ltd.,Nanning 530029,Guangxi,China)

机构地区：[1]中国铁路南宁局集团有限公司货运部,广西南宁530029

出　　处：《铁道货运》2019年第4期14-19,共6页Railway Freight Transport

基　　金：中国铁路总公司科技研究开发计划课题(2017X010-L);中国铁道科学研究院集团有限公司科研项目(2018YJ162)

摘　　要：为加强铁路货运营销信息化建设,构建基于大数据应用的货运营销新模式,从加强市场分析研判、强化客户关系管理、发展铁路现代物流、优化运力资源配置和提高货运收益管理等方面,分析铁路货运营销大数据。在阐述中国铁路南宁局集团有限公司货运营销数据应用分析的基础上,提出推进铁路货运营销大数据应用对策,即建立货运大数据应用平台、优化整合社会资源、优化内部运输组织、加强复合型人才队伍建设、优化货运营销机制、实施营销定制化服务,为构建基于大数据应用的货运营销新模式提供参考。To promote application of information technologies in railway freight marketing strategies and build a new freight marketing model based on big data,this paper studies the railway freight marketing data from the aspects of strengthening market research,analysis and prediction,improving customer relationship management,developing modern railway logistics,optimizing allocation of transportation resources and upgrading freight revenue management. Based on an overview of application analysis of freight marketing data of China Railway Nanning Group,to provide reference for constructing a new freight marketing model based on big data,this paper puts forward the following strategies: establishing a freight big data application platform, optimizing and integrating social resources,improving internal transport organization,promoting cultivating versatile talents,upgrading the freight marketing mechanism and offering customized services.

关 键 词：大数据 铁路运输 货运营销 决策支持系统 优化对策 

分 类 号：U294.1[交通运输工程—交通运输规划与管理]