Passenger Marketing Strategy Of Guangzhou Railway Group Company Under Two-level Organization Structure

As the market economy system of our country upholds and improves, the railway transport system is going under constant reform. The implementation of the three-level Organization Structure on 18th,2005 undoubtedly marked a major advance in this process. As a result of the n direct-management section system, adjustments must be made in all aspects concerning the railway transport reform, including developing new marketing strategies for railway passenger transport, which is a must in order to win a market share in face of the fierce competition..This dissertation aims at formulating suitable and appropriate marketing strategies and marketing modes for Guangzhou Railway Corporation through thoroughly analysis of its passenger transport market after the implantation of the direct-management section system so as to further enhance its market competitiveness. Meanwhile this paper bases itself on marketing theories and business strategy theories and delves into the present situation of passenger transport market of Guangzhou Railway Corporation. By applying SWOT method, it systematically analyzes the internal and external environment of Guangzhou Railway Corporation including potential opportunities, and possible threats, emphasizing on the analysis of the competitive strength of highway, waterway and airway passenger transport and their impact on railway passenger transport. Moreover, based on the above analysis, the quintessence of marketing theory and marketing strategies, this paper nails down the target market for Guangzhou Railway Corporation by subdividing its passenger transport market. Besides, it designs various marketing strategies for Guangzhou Railway Corporation passenger transport market in accordance to its characteristics from different perspectives, such as products, price, distribution channels, and promotional techniques and so on. In addition, this thesis also sheds light on how to put those marketing strategies into effect, which is of practical guiding significance for Guangzhou Railway Corporation to increase its market share in the passenger transport market and obtain favorable benefits. Beyond all these, this paper also makes predictions about the passenger flow and discusses how to optimize the allocation of passenger transport resources on the basis of the study of the characteristics of passenger flow.