Mass Customization Marketing Strategies for China Railway Freight Transportation Service

Yuhua Guo


Service marketing theory is used to study mass customization marketing strategy for China railway freight
transport. This research puts forward that, identification and profitability are the requisitions; customization
ability of production system, rapid delivery system in between production systems and external organizations,
and information support systems are the critical issues to success. With these basis’s, four important aspects are
proposed to support mass customization for China railway freight transport: to identify and determine the
customers who are supplied customized production, to form service differentiation through product design
innovation and service process diversification, to realize railway production intensification, mass production and
standardization operation, to provide quick information for customization marketing with informatization

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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