Research Of Hada High Speed Railway Marketing Strategy Based On Passengers’ Satisfaction

Under the premise of the rapid development of the world economy and China’s economy,fundamental changes have taken place in the external market faced by the railway.Railway passenger transport sector is strongly under the pressure of road,air and other modes of transport,the competition in the transport market is increasingly fierce.With the rapid development of high-speed railway in China,HaDa railway faces many opportunities and challenges.In order to actively participate in the competition in the transportation market and promote the passenger service of Harbin high-speed railway to improve its competitiveness and sustainable development,it is necessary to put forward effective and targeted service marketing strategies based on the actual needs of passengers.The theory of customer satisfaction degree and marketing theory are supported on the basis of the study of relevant literature at home and abroad.From the perspective of passenger transport development,macro and competitive marketing environment,this paper analyzes the marketing environment of Harbin high-speed railway.In combination with the big high speed rail actual marketing present situation,from the Angle of the passenger demand to set up a more comprehensive,for large high speed rail passenger transportation marketing customer satisfaction evaluation system,based on the design and production of the questionnaire,survey data collection processing,learned that passengers for high-speed rail,marketing customer satisfaction as the satisfaction,but also has the very big disparity from very satisfied.Based on the IPA analysis of the survey data and the evaluation results of satisfaction,this paper summarizes the marketing problems of hat high-speed rail,such as inelasticity of ticket prices,narrow ticket channels,lack of integrity of passenger products and services,lack of brand construction and the urgent need to strengthen passenger relationship management.In view of the above problems,specific marketing promotion strategies are proposed: comprehensively upgrading passenger rail products,establishing competitive service system,establishing multistage high-speed rail ticket system,improving and widening the ticket channels of high-speed rail,shaping the passenger market brand and strengthening passenger relationship management.