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铁路货运向现代物流转型发展的过程需要成熟的货运营销人才队伍来支撑。货改以来,铁路货运营销人才队伍的建设工作相对滞后,不能完全适应市场竞争。分析了广州货运中心货运营销队伍建设基础薄弱和不完全适应外部市场需求的现状,介绍了采取明确培养目标、健全管理制度、创新培养模式、逐层递进搭建人才梯队等措施,打造货运营销人才队伍的具体实践经验。针对货运营销仍然滞后于物流大市场的问题,提出了招募高级营销将才、建立独立的营销薪酬与激励机制、创建大数据营销体系等对策,为铁路货运改革向纵深推进提供保障。
The process of the transformation of railway freight transport to modern logistics needs a mature team of freight transportation marketing personnel to support it. Since the cargo reform, the construction of the railway freight transportation talent team lags behind and can not fully adapt to market competition. This article analyzes the present situation that the construction of freight transportation marketing team in Guangzhou Cargo Center is weak and incompletely adapted to the needs of the external market. Measures such as clear training objectives, sound management system, innovation and training mode, step by step construction of talent echelon, etc. are introduced to build a platform for freight marketing talents The team’s specific practical experience. Aiming at the problem that freight marketing still lags behind the large logistics market, some measures are proposed, such as recruiting senior marketing talents, establishing independent marketing compensation and incentive mechanism, and creating a big data marketing system, so as to provide guarantee for the railway freight forwarding reform in depth.