高速铁路客户价值评价指标体系与营销策略研究

发布时间：2018-03-06 13:24

本文选题：高速铁路　切入点：客户价值　出处：《铁道运输与经济》2014年02期 　论文类型：期刊论文

【摘要】：基于客户价值的高速铁路客户分析及高速铁路客运市场营销策略研究,对准确把握旅客的期望和价值需求具有重要意义。通过阐述铁路客户价值的定义和评价标准,根据当前价值与潜在价值,将高速铁路旅客分为高价值客户、高保留客户、高潜力客户和低价值客户。在此基础上,建立高速铁路客户价值指标体系衡量高速铁路客户价值,针对不同的高速铁路客户群体提出相应的营销策略。
[Abstract]:The customer analysis of high-speed railway based on customer value and the research of high speed railway passenger transport marketing strategy are of great significance to accurately grasp the expectation and value demand of passengers. Through expounding the definition and evaluation standard of railway customer value, According to the current value and potential value, high speed railway passengers are divided into high value customers, high reserve customers, high potential customers and low value customers. On this basis, the customer value index system of high speed railway is established to measure the customer value of high speed railway. Aiming at different high-speed railway customer groups, the corresponding marketing strategy is put forward.
【作者单位】：中国铁道科学研究院运输及经济研究所;
【基金】：铁道部科技研究开发计划项目(2011X014-C)
【分类号】：F532.6;U293.1

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