铁路货运在货运市场上一直占据很大份额,随着运输市场的竞争日益激烈,物流服务的不断发展,物流企业的逐渐崛起,铁路货运的市场份额逐渐下滑,面临着很大挑战。铁路部门为了完善货运服务,进行了货运改革。铁路货运改革刚刚运行,相对于之前的货运运营以及服务方面有了一些方面的变化,还存在一些问题有待完善。随着服务行业的不断壮大与进步,铁路货运营销在铁路货运中起着重大的作用,要想铁路货运的市场不断开阔与稳固,就要重视起铁路货运营销,相对于其他物流运输机构,铁路的货运营销与之存在着区别和差距,也需要不断的完善货运营销机制。本文以沈阳铁路局为例,分析其目前还存在的营销不足与问题,根据当前经济的大环境对其存在的问题给出了一些对策和建议,使其铁路货运营销不断改善,推进营销工作,创造更多效益。 Railway freight transport has always occupied a large share in the freight transportation market. With the increasingly fierce competition in the transport market, the continuous development of logistics services, the gradual rise of logistics enterprises and the gradual decline of the market share of railway freight transport, the railway freight transport industry is facing great challenges. Railway departments in order to improve freight services, carried out the cargo reform. The railway freight transport reform has just started running. Compared with the previous freight operations and services, some changes have been made. There are still some problems to be solved. As the service industry continues to grow and progress, railway freight marketing plays a significant role in railway freight transportation. If the market for railway freight transportation is to be continuously broadened and stabilized, railway freight transportation marketing should be valued. Compared with other logistics and transport agencies, the railway There are differences and gaps between the freight marketing and the continuous improvement of freight marketing mechanism. This paper, taking Shenyang Railway Administration as an example, analyzes its existing marketing problems and problems. According to the current economic environment, some countermeasures and suggestions are given to the existing problems so as to improve the railway freight marketing, promote the marketing work, Create more benefits.