Research On The Marketing Strategy Of Railway Passenger Transport In Jinan Region

Ji’nan railway passenger station belonging to the Ji’nan Railway Bureau,located in Shandong Province,is located in Beijing and Shanghai,Jiaoji route two interchange,with the introduction of the Beijing-Shanghai high-speed railway,the geographical position is more and more important,is one of the important railway transportation hub and large passenger station,under the jurisdiction of the JiNan East Railway Station.As the Ji’nan Railway Bureau under the jurisdiction of the main station,is not only an important window to show the image of the railway,but also an important gateway for foreign exchange in Shandong,Ji’nan.Ji’nan passenger station to walk every step will receive intense attention of each society,under the care of their superiors,received strong support from Shandong province and Ji’nan City,is the Ji’nan Railway Bureau key support station.At present,the railway ushered in the rapid development of the historical opportunity,the railway transport capacity will rapidly increase,at the same time,the railway investment and financing efforts to increase production and operation,increasing the value of assets,the pursuit of economic efficiency and rapid increase of the railway,railway transportation accounted for market share to increase transportation income.While the rapid development of Ji’nan area shipping,road transport,the railway is facing fierce competition in the railway transport capacity is greater than the volume of hitherto unknown,time,area will continue to increase,which requires the railway through effective marketing to increase transport,the railway marketing capacity need to be improved.We should segment the market according to the market demand,characteristics or behaviors,develop different products,and combine different marketing strategies for different buying groups,so as to enhance the attractiveness of product purchase.Because of the limited resources of the enterprise,the target market of the enterprise can only be located on a limited number of subdivision markets.So,must attractiveness for each market segment evaluation,centralized enterprise resource advantages,enhance the focus on one or a few of the most advantage of the product market segments,and the corresponding marketing strategy combination control,in order to create customer value and enterprise profit maximization.The first chapter is the introduction of the paper,which is the background and significance of the research.The second chapter focuses on the theory of marketing,marketing environment,marketing strategy and marketing mix strategy theory,and then compares the domestic and foreign research status of railway marketing strategy.The third chapter of the Ji’nan Railway Bureau passenger marketing situation,marketing environment,market selection,marketing strategy analysis,is characterized in the market macro environment analysis using the PEST analysis,analysis of internal and external environment through SWOT analysis.The STP theory is used in the market choice analysis,and the 4P theory is chosen in the marketing mix strategy.The fourth chapter mainly according to the existing Ji’nan railway passenger market marketing problems,strengthen the reform of the Ji’nan Railway Bureau,provide scientific internal mechanism of market selection,optimization of the corresponding countermeasures from four aspects of the passenger market environment,innovation of marketing mix strategies.The fifth chapter is the limitations and prospects,indicating the limitations of the research and the prospects for the future development trend of railway passenger transport.As long as we can fully understand and give full play to our advantages,abide by and take advantage of the market rules and take effective and competitive strategies in the passenger transport market,we can get our share of the market share in the fierce competition of the passenger market,and the prospect of railway passenger transportation is still broad.