上海申通集团轨道交通项目营销策略研究

发布时间：2018-12-12 22:47

【摘要】：轨道交通是大中型城市客运公共交通的主要组成部分。上海必须发展大运载量的包括轻轨交通和地铁在内的轨道交通体系,用来承担大部分的客运任务。上海申通集团有限公司是一家融轨道交通投资、建设和运营管理为一体的大型企业集团,是上海轨道交通投资建设和运营的责任主体。本文以上海申通集团轨道交通项目的市场营销策略为研究对象,首先运用SWOT分析模型,分析了上海申通集团轨道交通项目的营销环境；其次运用目标市场策略理论,研究了上海申通集团轨道交通项目的市场细分、目标市场选择和市场定位；论文运用市场营销组合理论,重点研究了上海申通集团轨道交通项目的市场营销策略；最后论文从服务环境、全过程服务、精细化管理和品牌文化等方面提出了上海申通集团轨道交通项目营销策略实施的保障措施。论文的研究成果对上海申通集团轨道交通项目的市场营销工作具有一定的借鉴意义和参考价值。
[Abstract]:Rail transit is the main component of large and medium-sized city passenger transport. Shanghai must develop mass transit systems, including light rail transit and subway, to undertake most of the passenger transport tasks. Shanghai Shentong Group Co., Ltd. is a large enterprise group which integrates the investment, construction and operation management of rail transit, and is the main body responsible for the construction and operation of Shanghai rail transit. In this paper, the marketing strategy of Shanghai Shentong Group rail transit project is taken as the research object. Firstly, the marketing environment of Shanghai Shentong Group rail transit project is analyzed by using SWOT analysis model. Secondly, using the theory of target market strategy, the paper studies the market segmentation, target market selection and market positioning of Shanghai Shentong Group rail transit project. Based on the theory of marketing combination, this paper focuses on the marketing strategy of Shanghai Shentong Group Rail Transit Project. Finally, the paper puts forward the guarantee measures of the implementation of the marketing strategy of Shanghai Shentong Group's rail transit project from the aspects of service environment, whole process service, fine management and brand culture. The research results of this paper have certain reference significance and reference value to the marketing work of Shanghai Shentong Group Rail Transit Project.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F572.88

【共引文献】