常州市公共交通集团公司服务营销策略研究
发布时间：2018-11-07 09:57
【摘要】：城市公共交通是保持城市活力最重要的基础设施，它是城市的动脉，是城市的第一道生产工序，也是城市精神文明的窗口。城市公交企业是以提供服务为产品的特殊的生产单位。随着经济的高速发展，在今后的若干年中，我国的服务业必将迅速成长，企业的管理者将越来越重视服务营销管理和营销研究。在这样的背景下，城市公交大客车客运单位同样也面临着城市公交客运行业的行业竞争，因此，城市公交行业应该创新经营理念，以“一切以乘客满意”为中心开展服务营销活动，实现企业的可持续发展。 本文立足于常州市公共交通集团公司的实际情况，将现代服务营销和服务营销的理论和企业营销实践相结合，学习和分析国内外其他公交企业服务营销的经验和模式，为类似于常州公交的地级市公交企业的服务营销的现状分析提供标杆。其次在广泛调查研究的基础上，深入分析常州市公共交通集团公司的内外部环境，并运用定性与定量相结合的分析方法，对常州市城市交通行业进行SWOT分析和波特五力模型分析，，明确常州公交营销管理的发展机遇和存在的问题。然后结合城市公交行业的特殊性，制定出符合常州公交未来发展的营销策略和实施办法，从而为公交企业研究市场需求开展服务营销提供一些有益的借鉴。
[Abstract]:Urban public transportation is the most important infrastructure to maintain the vitality of the city. It is the artery of the city, the first production process of the city, and the window of the city spiritual civilization. Urban public transport enterprise is a special production unit with service as its product. With the rapid development of economy, the service industry of our country will grow rapidly in the coming years, and the managers of enterprises will pay more and more attention to service marketing management and marketing research. In this context, urban bus passenger transport units are also facing the industry competition in the urban public transport industry. Therefore, the urban public transport industry should innovate its management concept. Take "all customer satisfaction" as the center to carry on the service marketing activity, realizes the enterprise's sustainable development. Based on the actual situation of Changzhou Public Transport Group Company, this paper combines the theory of modern service marketing and service marketing with enterprise marketing practice, and studies and analyzes the experience and model of other public transport enterprises at home and abroad. It provides a benchmark for the analysis of service marketing of prefecture-level public transport enterprises similar to Changzhou bus. Secondly, on the basis of extensive investigation and research, the internal and external environment of Changzhou Public Transport Group Company is deeply analyzed, and the qualitative and quantitative analysis method is used. In this paper, SWOT analysis and Porter's five-force model analysis of Changzhou city traffic industry are carried out to make clear the development opportunity and existing problems of Changzhou public transportation marketing management. Then combined with the particularity of the urban public transport industry, the author formulates the marketing strategy and the implementation method in accordance with the future development of Changzhou public transport, thus providing some useful reference for the public transport enterprises to study the market demand and carry out the service marketing.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F572.88;F274
本文编号：2316002
[Abstract]:Urban public transportation is the most important infrastructure to maintain the vitality of the city. It is the artery of the city, the first production process of the city, and the window of the city spiritual civilization. Urban public transport enterprise is a special production unit with service as its product. With the rapid development of economy, the service industry of our country will grow rapidly in the coming years, and the managers of enterprises will pay more and more attention to service marketing management and marketing research. In this context, urban bus passenger transport units are also facing the industry competition in the urban public transport industry. Therefore, the urban public transport industry should innovate its management concept. Take "all customer satisfaction" as the center to carry on the service marketing activity, realizes the enterprise's sustainable development. Based on the actual situation of Changzhou Public Transport Group Company, this paper combines the theory of modern service marketing and service marketing with enterprise marketing practice, and studies and analyzes the experience and model of other public transport enterprises at home and abroad. It provides a benchmark for the analysis of service marketing of prefecture-level public transport enterprises similar to Changzhou bus. Secondly, on the basis of extensive investigation and research, the internal and external environment of Changzhou Public Transport Group Company is deeply analyzed, and the qualitative and quantitative analysis method is used. In this paper, SWOT analysis and Porter's five-force model analysis of Changzhou city traffic industry are carried out to make clear the development opportunity and existing problems of Changzhou public transportation marketing management. Then combined with the particularity of the urban public transport industry, the author formulates the marketing strategy and the implementation method in accordance with the future development of Changzhou public transport, thus providing some useful reference for the public transport enterprises to study the market demand and carry out the service marketing.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F572.88;F274
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本文编号：2316002
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