Research On Marketing Strategy Of QiQihar High-speed Railway Station

Since China's first operation of CRH D-series high-speed trains with a speed of 200 to250 km/h on April 18,2007,China's railway passenger transport is undergoing earthshaking changes.Medium and Long-term Railway Network Planning in China has carried out a long-term and systematic planning for the construction and operation of the high-speed railway,which plays an important influence on Chinese social economy,politics,culture and people's livelihood.As the northernmost high-speed railway station in China,Qiqihar South Station plays an irreplaceable role in connecting the two main cities of Heilongjiang Province,which are Qiqihar and Harbin.Its subordinate Harbin-Qiqihar passenger dedicated line closely connects the main industrial cities in Heilongjiang Province,namely Harbin,Daqing and Qiqihar,building the important “Harbin-Daqing-Qiqihar industrial corridor”.Therefore,the marketing work of High-speed Railway Station in Qiqihar should be well carried out to enhance the service experience of passengers and stimulate the passenger flow of Harbin-Qiqihar passenger dedicated line.By the comparative analysis of various transport modes in Qiqihar area,the thesis analyzes the marketing share changes of passenger transport in Qiqihar area and determines the competition status of its market.In addition,it analyzes and compares the current passenger transport marketing measures in Qiqihar south station,finds out the shortages of Qiqihar south station in passenger transport marketing as well as improves them,in order to realize the share of passenger transport market in Qiqihar and create a new chapter for the development of Harbin-Qiqihar passenger dedicated line.The thesis mainly makes concrete analysis on the current situation of the transport industry in Qiqihar,and uses 7P marketing theory,competence factor theory and other theoretical tools to conduct a detail analysis on the railway transport,road transport and air transport industry in Qiqihar.It also provides a comprehensive analysis on the current situation in terms of price,products,channels,strategies,participants,processes,as well as physical evidence.With analysis and comparison,the thesis finds out several key factors affecting the marketing strategy of transport industry,and further analyzes various modes of transport with these elements.According to the comparison,it finds out the main problems of the high-speed railway station in Qiqihar in the aspect of passenger transport.In addition,with the research on the current situation of high-speed railway operation in major European countries,the thesis summarizes the advantages of foreign high-speed railway transport.Finally,it puts forward the specific strategy which should be adopted in the future marketing for the high-speed railway station in Qiqihar.What's more,it researches how to improve the marketing service consciousness of high-speed railway station in Qiqihar,which not only improves the high-speed railway image of China,strengthens the construction of Asian Continental Bridge between China and Europe,as well as plays an important role forthe economic development and market prosperity of the whole Northeast,but also makes up for the research gap on station service in railway passenger transport in China.Therefore,the research topic of the thesis has a good theoretical and practical value.