Research On Quanyun Brand Construction For High-speed Train Passenger Service

Brand building is the only way to improve the service quality of high-speed rail trains.The implementation of brand construction is conducive to enhancing the loyalty of the passengers,maintaining the competitive advantage of the passenger market,increasing the popularity of the railway enterprises,promoting the sense of pride and achievement of the employees,standardizing the management behavior of the enterprises and improving the value of the enterprises.The construction of high-speed rail brand should not only improve the brand promotion and promotion activities of the high-speed train brand service promotion and related product recommendation,but also improve the image establishment,value enhancement and brand supervision of high-speed train brands.Through the research on the Quanyun brand construction for high-speed train passenger service,this paper has certain guiding significance and practical value for establishing a system of high-speed train passenger service brand.This article explores the way to build high-speed train passenger service brand from five aspects.First,it describes the market segmentation theory,positioning theory,brand value chain theory,and describes the service brand asset model,consumer selection model,management model,and lays a theoretical foundation for the follow-up problems.Secondly,combined with relevant experience of Japan’s Shinkansen,Europe Star and other foreign high-speed train service brand building,expand the research ideas of service brand building.Third,the internal and external environment of the high-speed train Quanyun service brand construction,including the status quo and problem analysis,PEST analysis and SWOT analysis,make the brand building more targeted.Fourth,put forward the positioning strategy,design strategy,communication strategy,asset promotion strategy,maintenance strategy of Quanyun brand construction,and strive to be specific and effective to the construction of the high speed railway service brand.Finally,it puts forward the safeguard measures for improving the talent team construction of the brand development,improving the brand management organization and system,and creating the high-speed train brand culture to consolidate the effectiveness of brand building.After the comprehensive use of literature analysis,model analysis,comparative analysis and questionnaire adjustment,the paper analyzes the problems of the construction of high speed railway service brand in China,and the following conclusions are drawn.1.Through SWOT analysis of high-speed train passenger service brand building,it clarifies its advantages as the advantage of transportation mode and the increase of passenger demand;the disadvantages are lack of competitiveness of price,weak promotion and promotion,gap between service quality and passenger expectation;opportunity is national policy Support,national brand advantage,and economic development;threats to game competition with other modes of transportation,passenger flow time and spatial differences.Through the above analysis,we have found out the focus and development direction of the Quanyun high-speed train passenger service brand building.2.According to the foreign high-speed train service brand construction experience and the background analysis of the Quanyun high-speed train passenger service brand construction,the paper puts forward the construction strategy of the high-speed train Quanyun service brand,which mainly includes positioning strategy,design strategy,communication strategy,asset improvement strategy,maintenance strategy to provide valuable advice for the construction and promotion of the Quanyun brand.3.Based on the analysis of the environment for brand building of high-speed train passenger transport service and the proposal of brand building strategy of Quanyun,this paper puts forward three safeguard measures for brand building of Quanyun,namely,the construction of talent team to promote brand development,the improvement of brand management institutions and systems,and the creation of high-speed train brand culture,so as to consolidate the brand building effect.