The Study Of The Marketing Strategies Of Shanghai Shentong Rail Transit Project

Rail transit is the main part of the public transit in the large and medium-sized cities. Shanghai must develop the rail transit system with the big carrying capacity including light rail and subway, in order to afford most of the passenger transport tasks. Shanghai Shentong Group Co., Ltd. is a large-scale enterprise group specializing in the investment, construction and operation management of the rail transit, and is also responsible for the investment, construction and operation of Shanghai rail transit.This paper studied the marketing strategies of the Shanghai Shentong rail transit project. First, it analyzed the marketing environment of Shanghai Shentong rail transit project by SWOT model. Second, it studied the market segmentation, selection of target market and market positioning of this project by the target market strategy theory, especially focused on the marketing strategy of this project. Finally, it offered the safeguard measures for the marketing strategy of Shanghai Shentong rail transit project according to the service environment, the whole process service, meticulous management and brand culture etc. aspects.The results of this paper can be the references for the marketing work of Shanghai Shentong rail transit project.