深圳铁路客运市场营销策略研究

发布时间：2018-06-13 07:10

本文选题：深圳铁路客运市场 + 市场细分　；参考：《西南交通大学》2012年硕士论文

【摘要】：铁路客运是一种大众化、大容量、全天候的客运方式,对我国广阔的国土面积和较低的国民人均收入有极强的适应性,长期以来在我国的综合运输体系中占有着极其重要的地位。但是随着我国市场经济体制的不断发展和完善,国民经济的快速发展,客运市场的竞争日益激烈,发展势头强劲的航空客运和公路客运对铁路客运的冲击愈来愈大,特别是高速公路的发展使公路客运在短途占尽了优势,而长途市场则由于航空客运票价的市场化,折扣机票使航空客分担不断上升。铁路客运在这种极其被动的条件下,需要有一套完善的营销策略以抗击强烈的市场冲击,因此,铁路客运营销方面的研究具有十分重要的现实意义。市场营销的概念和各种营销手段早已融入了各种普通商品的销售过程之中,公路和航空客运由于市场化程度较高,在其客运产品中也有较为广泛的应用,成效显著。其基本原理是根据市场需求、特征或行为对市场进行细分,开发不同的产品,并针对不同的购买群体组合不同的营销策略以增强产品购买吸引力。由于企业资源有限,企业的目标市场只能定位在数量有限的细分市场之上。所以,必须对每一个细分市场的吸引力程度进行评估,集中企业优势资源,重点增强一个或数个最具优势的细分市场产品,并采用对应可控的组合营销策略,才能创造最大的顾客价值和企业利润。本文以交通运输系统分析和现代市场营销等理论为理论依据,以对深圳铁路客运市场的调查数据和需求分析为基础,按乘客的特性、出行距离和出行时间对铁路客运市场进行了市场细分,并给出了目标市场定位,确定了“优先发展中短途客运市场,充分发展长途和部分中途客运市场,适度发展超短途和部分短途客运市场”的总体营销战略,并在此基础上提出了产品、价格、促销和分销一体化的组合营销策略。文章借助SWOT分析法对深圳市铁路客运发展中外部和内部、优势和劣势、机会和威胁等各个方面情况做出了分析,并综合SWOT分析得出的四种发展战略,指出深圳站必须抓住目前铁路大发展的契机,发挥铁路客运优势,克服铁路自身的种种弊端,适应市场价格竞争机制,以旅客服务为核心,努力开发新产品,改善运输产品服务质量,完善购买渠道和售票机制,才能方便和满足旅客需求,树立铁路客运企业形象,并最终实现铁路客运的长期可持续发展。最后,论文指出,铁路运输作为我国目前最主要的客运出行方式,只要能够充分认识和发挥自身的优势,遵循和利用市场规律,在客运市场中采取合理有效的竞争策略,针对市场展开营销,就能够在客运市场的激烈竞争中分得自己应有的市场份额和丰厚的利润,铁路客运的前景依然广阔。
[Abstract]:Railway passenger transport is a popular, large-capacity, all-weather mode of passenger transport, which has a strong adaptability to the vast land area and low per capita income of the people in China. For a long time in our country's comprehensive transportation system occupies the extremely important position. However, with the continuous development and improvement of the market economy system, the rapid development of the national economy, the increasingly fierce competition in the passenger transport market, the impact of the strong development of air passenger transport and road passenger transport on railway passenger transport is becoming more and more serious. Especially the development of highway makes the highway passenger transport take advantage of short distance, while the long-distance market is due to the marketization of air passenger fares, discount tickets make the airline passengers share rising. In this extremely passive condition, railway passenger transport needs a set of perfect marketing strategies to resist the strong market impact. Therefore, the research on railway passenger transport marketing has very important practical significance. The concept of marketing and various marketing methods have already been integrated into the sales process of various ordinary commodities. Because of the high degree of marketization, road and air passenger transport has also been widely used in its passenger transport products, with remarkable results. The basic principle is to subdivide the market according to the market demand, characteristics or behavior, develop different products, and combine different marketing strategies according to different purchasing groups in order to enhance the purchasing attraction of products. Because the enterprise resources are limited, the target market of the enterprise can only be positioned on a limited number of market segments. Therefore, it is necessary to evaluate the attractiveness of each market segment, to concentrate the enterprise's superior resources, to focus on enhancing one or more of the most advantageous market segments, and to adopt a corresponding controllable combination marketing strategy. In order to create the maximum customer value and corporate profits. Based on the theories of transportation system analysis and modern marketing, and based on the survey data and demand analysis of Shenzhen railway passenger transport market, this paper is based on the characteristics of passengers. The travel distance and travel time subdivide the railway passenger transport market, give the target market orientation, determine "give priority to developing the short-distance passenger transport market, fully develop the long-distance and part of the halfway passenger market," On the basis of the overall marketing strategy of developing ultra short distance and part short distance passenger transport market, the combined marketing strategy of product, price, promotion and distribution is put forward. With the help of SWOT analysis, this paper makes an analysis of the external and internal aspects, advantages and disadvantages, opportunities and threats in the development of railway passenger transport in Shenzhen, and synthesizes the four development strategies obtained by SWOT analysis. It is pointed out that Shenzhen station must seize the opportunity of the great development of railway at present, give full play to the advantages of railway passenger transport, overcome all kinds of disadvantages of railway itself, adapt to the market price competition mechanism, take passenger service as the core, and make great efforts to develop new products. Only by improving the service quality of transportation products and perfecting the purchasing channels and ticket selling mechanism can we meet the needs of passengers, set up the image of railway passenger transport enterprises, and finally realize the long-term sustainable development of railway passenger transport. Finally, the paper points out that railway transportation is the most important passenger transportation mode in our country at present, so long as it can fully understand and give play to its own advantages, follow and utilize the market law, and adopt reasonable and effective competitive strategy in the passenger transport market. Aiming at marketing, we can get our own market share and rich profit in the fierce competition of passenger transport market, and the prospect of railway passenger transportation is still broad.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F532;F274

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