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The Research of Marketing Strategies on Wuhan-Guangzhou High-speed Railway Passenger Transportation

Author: YangJuFeng
Tutor: LiuQing
School: Wuhan University of Technology
Course: Transportation Planning and Management
Keywords: Wuhan-Guangzhou high-speed rail Travelers wishes Marketing Strategy Service model
CLC: F532
Type: Master's thesis
Year: 2010
Downloads: 355
Quote: 0
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Abstract


With the rapid development of the national economy, the railway passenger demand and quality of transport is undergoing major changes. China's \Wuhan-Guangzhou high-speed railway linking central and southern China, is an important traffic artery, but also the development of China's railway passenger an important milestone, it is further stepping up the various links between China's central China and southern China, China's social development will make a significant contribution. Due to the Wuhan-Guangzhou high in our operations, Wu wide high-Rail's management systems and services system is still in perfect being; Secondly, travelers Wu wide high iron the adaptation needs time and high-speed rail demand lagging supply of high-speed rail, this performance for time and space on the not balanced attendance, more serious in certain the Intervals season segment showed the rate of empty seats, both tight rail capacity and high iron capacity surplus contrast. This article aims to analyze the internal and external environment of the Wuhan-Guangzhou high-speed rail operators, impact factors by the wishes of the analytic hierarchy travelers, and asked the Wuhan-Guangzhou high-speed rail passenger marketing strategy as well as build the Wuhan-Guangzhou high-speed rail passenger service mode. First elaborate high-speed rail marketing of domestic and foreign research status quo; then the Wuhan-Guangzhou high status quo conduct analysis, Wu wide high iron the operational status quo, the Wuhan-Guangzhou high marketing management status quo, the Wuhan-Guangzhou high internal and external environment and aviation marketing management of comparing four aspects Expand research, SWOT analysis of the environment of the high-speed rail. Followed by marketing expert questionnaire survey and analysis of the Wuhan-Guangzhou high-speed rail passenger willingness influencing factors influencing factors weights drawn travelers will the size and screened to determine the main factors affecting the passenger wishes, which make the proposed marketing strategy as well as service mode preparation. This article focuses on in-depth study of the marketing strategy of the Wuhan-Guangzhou high-speed railway, starting from the product strategy, proposed a combination of products and intermodal product strategy. In the high-speed rail ticketing distributors, according to the Wuhan-Guangzhou high traditional sales channels for building and of new sales channels for building two distribution mode; in the high-speed rail preferential prices, the article proposed four kinds of different status under the preferential price; promotion in the Wuhan-Guangzhou high aspects of the proposed PR marketing and guest experience to promote two ways. Finally, the Wuhan-Guangzhou high-speed rail service model study, mode of on board catering, car care delivery model, passenger transfer service model, the baggage service mode, passengers waiting service model system build. Resource optimization, and passenger transport market competition intensifies, passenger marketing will become more and more important role, in the face of opportunities and challenges, to improve their own services as well as marketing the correct way of the Wuhan-Guangzhou high-speed rail development, but also for other future high-speed rail operators to provide a reference value.

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CLC: > Economic > Transportation and economic > Rail transport and economic > China 's railway transport economics
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