I 摘要 改革开放以来，在党中央、国务院的正确领导下，我国铁路事业取得长足发 展。但是由于权力过于集中，铁路企业的市场主体地位仍需强化，经营机制也有 待完善。2011年4月，铁道部宣布将施行多元化经营战略发展，要求转变铁路 发展方式，实施多元化经营战略，全方位占领市场，在服务经济社会发展和广大 人民群众的同时，多渠道地提高铁路企业的经济效益。因为铁路媒体具有独特的 资源优势，各地区铁路局纷纷组建了传媒公司，负责铁路媒体资源的开发与经营。 随着传媒行业的竞争越来越激烈，加之面临市场经济的下行压力，铁路传媒 企业经营状况每况愈下。本文在市场营销理论的框架下，利用文献研究法、案例 研究法以及总结归纳法等研究方法，以KM铁路传媒公司为研究对象，对其营 销环境及现有营销策略进行了分析。首先，利用SWOT理论，4Ps理论深入分析 KM铁路传媒公司所处的营销环境，发现了KM铁路传媒公司存在产品组合缺 乏多元化，产品质量有待提升；价格体系不完善、产品价格偏高、价格结构有待 优化；营销渠道不健全、管理能力薄弱；促销方式单一、促销活动缺乏创新等问 题。其次，结合整合营销理论、STP理论对KM铁路传媒公司进行市场细分、目 标市场选择及市场定位，明确了KM铁路传媒公司的发展方向。结合以上分析， 提出KM铁路传媒公司市场营销策略的改进建议，提升其营销能力与效率，有 助于提高KM铁路传媒公司市场占有率，增强其核心竞争力。最后，提出加强专 业化的人才队伍建设，完善客户关系管理模式，积极探索创新产品营销模式，加 强企业间的合作，利用新媒体技术整合传播辐射力等保障措施。 本文旨在通过优化营销策略，让KM铁路传媒公司在市场环境低迷，市场 竞争激烈的大环境中找到营销突破点，实现经营效益的稳步增长。同时也希望通 过本文的研究能够为铁路传媒企业及其他交通运输媒体企业在市场营销实施过 程中提供有效的参考意见。 关键词：铁路传媒；SWOT分析；4Ps理论；营销策略 Abstract II Abstract Since the reform and opening up, China Railway has made great progress under the correct leadership of the CPC Central Committee and the State Council. However, due to the excessively centralized management, there were some problems existing in railway enterprises, the dominant position needs to be strengthened，the operating mechanism also needs to be improved. In April 2011, the ministry of China Railway announced that it would implement the development of diversified business strategy, requiring the transformation of the railway development mode, the implementation of diversified business strategy, all-round market capture, while serving the economic and social development and the broad masses of the people, improve the economic benefits of railway enterprises through multiple channels. Because of the unique resource advantages of railway media, various regional railway bureaus have set up media companies to be responsible for the development and operation of railway media resources. The railway media enterprises' state of operation are getting worse and worse with the increasingly fierce competition in the media industry and the downward pressure of the market-oriented economy. Under the framework of the marketing theory, this paper analyzes the marketing environment and existing marketing strategies of KM Railway Media Company by using the methods of literature research, case study and summary- induction. Firstly, the SWOT theory and 4Ps theory are used to deeply analyze the marketing environment of KM Railway Media Company, and it is found that the product portfolio of KM Railway Media Company lacks diversification and product quality needs to be improved. The price system is imperfect, the price of product is too high and the price structure need to be optimized. The form of promotion activity is simple, promotion activities lack of creativity and other problems such as imperfect marketing channels and weak management ability. Secondly, Combining with STP theory and Integrated Marketing Communications theory, clear the Abstract III development direction of KM Railway Media Company, Based on the above analysis, put forward the suggestions for improving the marketing strategy of KM Railway Media Company, in order to improve its marketing ability and efficiency, which is conducive to improving the market share of KM Railway Media Company and enhancing its core competitiveness. Finally, specific measures were put forward to ensure the implementation of marketing strategies from the aspects of building professional teams, strengthening customer relationship management, actively exploring innovative product marketing mode, strengthening cooperation with relevant enterprises for railway brand-building, and integrating the force of communication and propagation with the advantages of new media technology. This paper aims to make media company K find a marketing breakthrough in the sluggish market environment and fierce market competition by optimizing its marketing strategy, so as to achieve a steady increase in operating efficiency. Meanwhile, I hope that the study of this paper can provide effective reference for railway media enterprises and other transportation media enterprises in other regions in the process of marketing implementation. Key words: Railway Media; SWOT Analysis; The Marketing Theory of 4Ps; Marketing Tactics 目录 IV 目录 摘要 ............................................................................................................ I Abstract ...................................................................................................... II 第一章 绪论 ........................................................................................... 1 第一节 研究背景 ....................................................................... 1 第二节 研究意义 ....................................................................... 2 第三节 研究内容与目的 ........................................................... 3 一、 研究内容 ..................................................................... 3 二、 研究目的 ..................................................................... 4 第四节 研究方法及技术路线 ................................................. 4 一、 研究方法 ..................................................................... 4 二、 技术路线 ..................................................................... 5 第五节 创新点 ......................................................................... 5 第二章 理论基础与研究现状综述 ....................................................... 7 第一节 理论基础 ....................................................................... 7 一、 营销理论基础—“4Ps”理论 ....................................... 7 二、 STP理论 ..................................................................... 9 三、 SWOT分析模型 ........................................................ 9 四、 整合营销传播理论................................................... 10 第二节 国内外研究现状综述 ............................................... 10 一、 国外研究现状综述................................................... 10 二、 国内研究现状综述....................................................11 三、 研究现状评述 ........................................................... 12 目录 V 第三章 KM铁路传媒公司市场营销现状与存在的问题 ................. 14 第一节 KM铁路传媒公司基本情况介绍 ............................ 14 一、 KM铁路传媒公司人员构成情况 ........................... 14 二、 KM铁路传媒公司基本业务情况 ........................... 18 三、 KM铁路传媒公司经营情况 ................................... 19 第二节 KM铁路传媒公司现有营销策略简述 .................... 21 一、 KM铁路传媒公司现有产品策略 ........................... 21 二、 KM铁路传媒公司现有价格策略 ........................... 23 三、 KM铁路传媒公司现有渠道策略 ........................... 24 四、 KM铁路传媒公司现有促销策略 ........................... 24 第三节 KM铁路传媒公司营销现状分析—SWOT分析 ... 26 一、 KM铁路传媒公司的优势 ....................................... 26 二、 KM铁路传媒公司的劣势 ....................................... 28 三、 KM铁路传媒公司的机会 ....................................... 29 四、 KM铁路传媒公司的威胁 ....................................... 31 五、 SWOT分析结论 ...................................................... 33 第四节 KM铁路传媒公司营