Research On Passenger Transport Service And Its Brand Value Assessment Of Ordinary Train

In recent years,China’s railway construction represented by high-speed rail is developed rapidly.Railway is the main transportation in China for the advantages of large capacity,all weather and low cost.Meanwhile,railway passenger transport is the main service provided by the railway.Compared with high-speed rail,the development of the ordinary train in China is not optimistic,facing the problems of single service,poor economic efficiency and low attendance rate.In the experience economy era,the passenger travel demand has changed which requires the passenger service provided by ordinary train cannot be limited to the point-to-point displacement,but should pay attention to the passengers through the whole travel process.The ordinary trains’ service should meet passengers’ real demand and create a personalized and unique experience journey.Based on the theory of passenger experience value,this thesis proposed an innovative service mode for ordinary train in the experiential economy,and studied the relationship between passenger service quality and passenger experience value.This thesis analyzed external situation,motivation and innovation of experience-oriented service mode under framework of SMI(Situation-Motivation-Innovation),and proposed the development vision of the model according to the status.This thesis based on innovative service mode,summarized brand train special service efficiency model.The thesis stablished brand value evaluation model of innovative passenger service mode with the conception of maximum brand equity method.Improved model fits better for practical experience of ordinary train.At last,this thesis used the method of on-the-spot investigation of Lanzhou Railway Bureau’s ordinary trains to issue questionnaires,collected passengers’ real experience and demand.Then used brand value evaluation model to measure the brand value of innovative passenger service mode.Based on "Maijishan" brand train’s data,calculated the brand value of the train and tested the practical significance brought by the model.Finally,this thesis proposed suggestions for the construction and upgrading of innovative passenger service mode of ordinary train.The research results of this thesis help to promote the construction of the innovative passenger service mode of ordinary train.Using maximum brand equity method to measure the brand value of the mode,which provides a strong support for the sustainable development of the innovative passenger service mode.