Study On The Marketing Strategy Of Chongqing Railway Passenger Transportation Market

The railway is regarded as the national important infrastructure. It is a kind of popularization, large capacity, all-weather means of transportation, and occuppies the important position in the comprehensive transportation system for a long time. However, with the quick development of national economy and the socialist market economy system of our country reaching to maturity gradually, the competition of the market of passenger-transport is becoming fiercer, the development in such transportation trades is powerful such as the civil aviation, highway ,etc, especially the quick emergence of the expressway, whose network size becomes the tendency surrounded big and tangible , bringing the enormous impact to passenger transport of the railway. Therefore, the research about railway conveyance business enterprise should have count for much realistic meaning to the marketing strategy that the vigorous market competition.The market marketing idea and the marketing organization have been already made use of extensively abroad, and its result shows obvious. Its basic principle is to subdivide into market to have the dissimilarity demand, characteristic or behavior of each subdivide a market, develop a different product, and adopt to correspond the market marketing combination to come to contented dissimilarity to purchase community. The limited resources makes the business enterprise be able to choose to subdivide a market limitedly. Therefore have to estimate the attraction degree that each one subdivides a market, the target market fixed position of the business enterprise at an or many subdivide a market, outstanding enter the competitive advantage that should subdivide the market product, and adopt a the set can control of the military tactics marketing means, create the biggest customer value and business enterprise performance.According to the analytical means of the transportation system and the basic theories of modern market marketing, and according to the market research and the needs analysis, and travel time, passenger property, average route of travel, passenger structure and so on, the article carries on market segmentation, targeting and positioning, makes sure the total marketing strategy of maintaining long-distance transportation based on its capacity, leading middle-distance transportation based on its speed advantage , contest short-distance transportation based on its low price, innovating based on its high quality", and puts forward the product development, the price management, the brand design on this foundation, the sale organization and a series of marketing mix strategy.On the basis of the SWOT analysis, it points out Chongqing railway sub- administration must hold the development opportunity tightly, exertive itself advantage, overcome unwell should compete of various irregularities, set up to take passengers as the idea of the center, and commence from the strategies, such as product, price, outlet and promotion... etc., diligent development new product, make a good brand management, adopt to float the ticket price and variety to sell vividly, and adopt various promotion means, publicize the railroad advantage, set up the business enterprise image, then can be able to make the business enterprise realization keep on a development.And points out, within quite long historical period, the railway will be elected the conduct way by the heads of a lot of passengers. If the service quality is done a little better, the scientific marketing method is introduced again, and make the feasible development strategy at the same time, the railway absolute magnitude and market share in comprehensive transportation will all rise, we believe that the prospect of railway transport of passengers of China will be very wide.