铁路运输调度是铁路日常运输组织的指挥中枢，分别代表各级领导组织指挥 日常运输工作。强化调度集中统一指挥是确保运输安全、保证客货运输及国家 重点运输、提高客货服务质量的需要。当前我国铁路运输调度系统发展十分迅 速，但是企业之间的营销也尤为激烈。只有改善服务营销，为客户创造价值，提 供良好的服务，才能够在激烈的市场竞争当中取得铁路运输调度系统的营销优 势。 文章以该公司为案例，利用了 SWOT 分析法、PEST 分析法和 STP 分析法，对 该公司铁路运输调度系统的服务营销进行了研究，文章首先回顾了服务营销的相 关理论，并且对文章研究的相关分析工具进行了介绍，随后对该公司服务营销的 相关情况进行了描述分析，对该公司铁路运输调度系统的服务，营销的宏观环境 和微观环境进行了分析，同时利用 SWOT 分析法分析了该公司铁路运输调度系统 营销的优势、劣势、机遇和挑战，利用 STP 分析法对该公司铁路运输调度系统的 营销进行了市场的细分和定位分析，最后提出了服务营销的改进策略，文章的研 究发现， （1）从宏观环境而言，文章铁路调度系统目前面临着良好的国家政策支持， 经济的迅速发展也为铁路的调度系统的营销带来了良好的机遇，随着铁路调度系 统的技术日趋成熟，铁路交通系统发展机遇大好。从微观环境而言，目前公司内 部形成了较为完善的管理方式，并且企业的基本财务能力较好，服务营销模式已 经较为成熟，铁路调度系统的服务营销，整体上面临着较好的内外部形势。 （2）论文对该公司铁路调度系统的客户以及需求特征进行了描述分析，将公 司的客户按照经济实力，客运和货物量分成不同的类别，提出要按照客户的实际 需求，对企业的产品和营销方式进行改善，以更好适应市场的需要，用户的需要。 （3）该公司需要制定长期服务的客户需求策略，并且制定完善的服务营销考 核指标，提升服务营销绩效，与此同时要根据客户的综合性需求，对客户的个性 需求，制定出有针对性的服务营销策略，另外还需要秉承为客户创造价值的理念， 注重客户关系的维护，利用先进的 CRM 系统对客户进行跟踪性的分析，改进服务 营销策略。 关键词，调度系统；服务营销；客户价值II ABSTRACT Railway transportation dispatching is the command center of railway daily transportation organization, which organizes and directs daily transportation work on behalf of leaders at all levels. Strengthening centralized dispatching and unified command is the need to ensure transport safety, ensure passenger and freight transport and state key transport, and improve the quality of passenger and freight service. At present, China's railway transportation dispatching system is developing very rapidly, but the marketing between enterprises is particularly fierce. Only by improving service marketing, creating value for customers and providing good service, can we gain the marketing advantage of railway transportation dispatching system in the fierce market competition. Taking the company as an example, this paper makes use of SWOT analysis, PEST analysis and STP analysis to study the service marketing of the company's railway transportation dispatching system. Firstly, this paper reviews the relevant theories of service marketing, and introduces the relevant analysis tools of the article. Then, it describes and analyses the relevant situation of the company's service marketing, and makes a description of the company's service marketing. The service, macro-environment and micro-environment of railway transportation dispatching system are analyzed. At the same time, the advantages, disadvantages, opportunities and challenges of railway transportation dispatching system marketing are analyzed by SWOT analysis method. The marketing of railway transportation dispatching system is subdivided and positioned by STP analysis method. Finally, the improvement strategies of service marketing are put forward. The research found that: (1) In terms of macro-environment, the railway dispatching system in this paper is currently facing good national policy support. Rapid economic development also brings good opportunities for the marketing of the railway dispatching system. With the maturity of the technology of the railway dispatching system, the development opportunities of the railway transportation system are good. From the micro-environment, the company has formed a relatively perfect internal management mode, and the basic financial ability of the enterprise is better, the service marketing mode has been more mature, the service marketing of railway dispatching system, as a whole, is facing a better internal and external situation. (2) The paper describes and analyses the customer and demand characteristics ofIII the company's railway dispatching system, divides the company's customers into different categories according to their economic strength, passenger transport and cargo volume, and proposes to improve the enterprise's products and marketing methods according to the actual needs of customers, so as to better meet the needs of the market and the needs of users. (3) The company needs to formulate customer demand strategy for long-term service, and formulate perfect service marketing assessment indicators to improve service marketing performance. At the same time, it needs to formulate targeted service marketing strategy according to the comprehensive needs of customers and their individual needs. In addition, it also needs to uphold the concept of creating value for customers, pay attention to the maintenance and utilization of customer relations. Advanced CRM system can track customers and improve service marketing strategy. Key words: Dispatching system; Service marketing; Customer valueIV 目 录 摘要..............................................................I ABSTRACT...........................................................II 目 录.............................................................IV 第一章 绪论........................................................1 1.1 研究背景与意义...............................................1 1.1.1 研究背景 ...............................................1 1.1.2 研究意义 ...............................................1 1.2 文献综述.....................................................2 1.2.1 国内研究现状 ...........................................2 1.2.2 国外研究现状 ...........................................3 1.3 研究方法与内容...............................................5 1.3.1 研究方法 ...............................................5 1.3.2 研究内容 ...............................................5 1.4 论文结构.....................................................5 第二章 调度系统发展历程及北羊公司简介..............................8 2.1 调度系统发展历程 ............................................8 2.1.1 调度系统的历史背景 .....................................8 2.1.2 调度系统的发展过程 .....................................8 2.1.3 调度系统总体设计和主要功能 .............................9 2.1.4 调度系统收入情况 ......................................10 2.1.5 调度系统营销发展的瓶颈 ................................12 2.2 北羊公司概况................................................13 2.2.1 公司主要产品介绍 ......................................13 2.2.2 组织架构 ..............................................16 2.2.3 从业人员构成 ..........................................16 2.3 北羊公司发展历程............................................17 2.4 北羊公司经营现状............................................17 2.5 本章小结....................................................19V 第三章 北羊公司调度系统的环境分析.................................20 3.1 调度系统发展的 PEST 分析.....................................20 3.1.1 国家政策及铁总政策对调度系统的影响 ....................20 3.1.2 经济发展对调度系统的影响 ..............................21 3.1.3 社会环境的变化对调度系统的影响 ........................22 3.1.4 技术变化对调度系统的影响 ..............................24 3.2 调度系统的微观环境分析......................................25 3.3 北羊公司调度系统发展的 SWOT 分析.............................30 3.4 本章小结....................................................32 第四章 北羊公司调度系统的 STP 分析.................................34 4.1 调度系统市场需求细分........................................34 4.2 调度系统目标市场选择........................................38 4.3 调度系统市场定位............................................40 4.4 本章小结....................................................41 第五章 北羊公司调度系统服务营销 7P 分析.............................42 5.1 调度系统 7P 分析.............................................42 5.2 调度系统服务理念............................................45 第六章 北羊公司调度系统的服务营销改进策略.........................48 6.1 长期服务客户需求策略........................................48 6.2 满足客户综合性需求策略......................................49 6.3 为客户创造价值的策略........................................51 6.4 顾客关系维护的策略..........................................53 6.5 本章小结....................................................55 结 论.............................................................56