構(gòu)筑營銷創(chuàng)新戰(zhàn)略打造哈局運輸品牌的企劃研究.pdf

1、西南交通大學(xué)碩士學(xué)位論文構(gòu)筑營銷創(chuàng)新戰(zhàn)略打造哈局運輸品牌的企劃研究姓名：楊樹森申請學(xué)位級別：碩士專業(yè)：交通運輸工程指導(dǎo)教師：杜文2001.12.1西南交通大學(xué)碩士研究生學(xué)位論文第1I頁AbstractTheproblemofrailwaytransportationmarketingisnotonlyastrategicproblembutalsoatacticaloneTheprimarythingmimedtostrategicpr

2、oblemistoconstructmarketinginnovationstrategy；whiletheprimarythingrelatedtotacticalproblemistocreatethe‘‘exquisiteproductandfamousbrand”ofrailwaytransportationmarketingFromthesituationcurrently，becauserailwayenterprisesw

3、erestronglyinfluencedbytraditionalplannedeconomyandthetimewhentheyputthemarketingstrategyinpracticewaslate，也eyhavebeenusedtofulfillmandatoryplanandhavebeenaccustomedtoconformismUnderthecircumstancethatthecompetitionintra

4、nsportationmarketisverydrastic，iftherailwayenterpriseswanttoachievemoremarketshare，theywillhavetogooutfromthetraditionalthinkingmodeandsurvivebycreating“famousbrand”soastoobtainthesupremebenefitsFirstofall，thispaperstudi

5、esthetheoriesofmarketing，transportationmarketingmanagement，transportationanditscharactertransportationdemandanalysis。andso蚰Meanwhile，afteranalyzedthetransportationmarketsituationofHarbinRailwayBureauitputsforⅥardthestrat

6、egicframeofmarketinginnovationThen，combiningthetransportationmarketsituationofHarbinRailwayBureauandpracticeofeconomyattractionareaitstudiesthemarketingstrategyandhowtocreatetransportation“famousbrand’’emphatically，which

7、makesmodernmarketingtheorygetpractisedandappliedfutlyduringthecourseofcreatingrailwaytransportationbrandThetheoreticalstudiestoconstructingmarketinginnovationstrategy，tocreatingtransportationbrandandthepracticeofthispape