基于顾客价值的高速铁路市场营销策略研究

发布时间：2017-12-31 19:37

本文关键词：基于顾客价值的高速铁路市场营销策略研究　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会主义市场经济体制的不断完善,全国运输市场结构也发生着巨大的变化。在高速铁路快速发展的新形势下,铁路旅客运输企业要想抓住机遇,迎接挑战,就必须树立现代经营理念,健全市场营销策略,积极参与市场竞争。自上世纪80年代顾客价值理论的兴起至今,顾客价值理论已成为管理、特别是市场营销研究领域一个日益引起重视的理论。作为一名“产学研”模式下培养的工程硕士,笔者深入高速铁路生产一线,结合铁路运输企业的实际情况,将顾客价值理论运用到高速铁路的市场营销策略研究中,力图增加高速铁路的市场份额,提高企业效益。虽然顾客价值已成为众多学者和企业家关注的焦点,成为21世纪企业竞争优势的新来源。然而,时至今日,应该说关于顾客价值的研究尚处于初级阶段,因为目前国内外学者对顾客价值的概念,以及顾客价值究竟应包含哪些内涵尚存在不同意见。在本文的研究中,作者对顾客价值的发展以及内涵进行梳理后,首先提出了高速铁路顾客价值的概念,然后在此概念的基础上进行了大量的调研并运用数理统计等理论知识,开发了高速铁路的顾客价值测量表,进而结合顾客价值测量的模型和方法对高速铁路顾客价值进行了测量,为制定高速铁路市场营销策略提供了理论和数据支撑。最后,本文根据高速铁路顾客价值的研究成果,对高速铁路运输市场进行了SWOT分析,并从产品策略、服务策略、价格策略、渠道策略等方面提出了高速铁路的市场营销策略。
[Abstract]:With the continuous improvement of socialist market economic system, the national transportation market structure has undergone great changes. In the new situation of the rapid development of high-speed railway, the railway passenger transport enterprises to seize the opportunity, meet the challenge, it is necessary to establish a modern management idea, perfect marketing strategy, and actively participate in market competition. Since the rise of the last century in 80s, the theory of customer value, customer value theory has become the management, especially the marketing research field an increasingly attention theory. As a "research" training mode of engineering master, the front line of high speed railway production, combined with the actual situation of Railway transportation enterprises, using the theory of customer value to market research the marketing strategy of high-speed railway, high-speed railway to increase market share, improve the efficiency of the enterprise.
Although it has become the focus of many scholars and entrepreneurs pay attention to customer value, become a new source of competitive advantage in twenty-first Century. However, today, it should be said that the research on customer value is still in the initial stage, because the current domestic and foreign scholars on the concept of customer value, and customer value should include what meaning there are different views. In this paper, the development and connotation of customer value after carding, first proposed the concept of high-speed railway customer value, then based on the concept of a lot of research using mathematical statistics and theory of knowledge, the development of customer value measurement table of high-speed railway, and then combined with the model and method of customer value the measurement of high speed railway customer value measurement, provide theoretical and data support for the formulation of the marketing strategy of high speed railway market. Finally, this paper According to the research results of high-speed railway customer value, SWOT analysis of high-speed railway transportation market is carried out, and the marketing strategy of high-speed railway is put forward from the aspects of product strategy, service strategy, price strategy and channel strategy.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F532

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