Research On Passenger Business Competitive Strategy Of Chengdu Railway Bureau In High-Speed Railway ERA

The sudden emergence of high-speed railway technology improves the competitive strength of railway transport enterprises between airlines and highway enterprise.The substitution of traffic industry competition will intensify. In the fierce market competition, the passenger transport business of chengdu railway bureau is facing many transport enterprises encircling. Only to develop the passenger transport business competitive strategy both using its advantages to seize opportunities and overcoming weaknesses to resolve threats, successfully break through the tight encirclement, capture the market high ground,chengdu railway bureau diversified management strategy can be layed a solid foundation.Based on strategic management theory, this paper adopts the combination of micro and macro, qualitative and quantitative analysis method, multi-level multi-angle to make thorough research on the cause of the chengdu railway bureau passenger competitive behavior, sought to explore a kind of the most suitable competitive strategy.First, this paper analyses and evaluates effects of chengdu railway bureau passenger transport business external environment from the national policy, macroscopical economy, social culture, technology environment and industry environment, that the passenger cause of the chengdu railway bureau is facing steady and rapid development of china’s economy, the state attaches great importance to the modernization of the railway, speed up technological progress to accelerate the competitiveness of the market and other good opportunities, is also facing a variety of transport modes to develop the positive competition, the negative impact of "7.23" EMU serious traffic accident, to enhance the bargaining power of customers, difficulties in corporate finance environmental and other challenges. Secondly, through expert research, analysis derives critical success factors for the transport sector is advanced and reliable equipment, product development and innovation, quality control, ability to develop the market, the level of economies of scale, ability to control costs, fund-raising capacity etc. Again, the use of core competence theory, in which the company’s internal environment were analyzed that the cause of chengdu railway bureau in passenger has economies of scale, high level of attention to corporate management and technological innovation, security, energy, environmental features and other advantages, but also face higher financing obstacles, the staff ideological and cultural level and professional skill to be improved, poor market development ability, poor progressiveness and reliability of equipments, limited capacity and uneven distribution and other disadvantages. Then, by building the SWOT analysis model of the cause of chengdu railway bureau in passenger, the paper investigate the cause of the passenger should be taken to the competitive strategies,and use program evaluation matrix to determine the competitive strategy of chengdu railway bureau passenger transport business for overall cost leadership/differentiation strategy.Finally, the paper focus on propaganda, organization to ensure, resources support, cultivation of core competencies, marketing strategy, transportation organizations, and other aspects of the passenger business of chengdu railway bureau to support implementation of the strategy measures, and makes recommendations of implementation of the strategy evaluation and control.