Research On Service Strategy Of Jinan Public Transportation Group Co.,Ltd.

In recent years,with the continuous development of the economy,more and more people use private cars to travel,which leads to urban road congestion and a significant increase in automobile exhaust emissions.Urban public transport has unique advantages in saving road resources,fuel resources,environmental protection,etc.Therefore,modern metropolises at home and abroad focus on establishing a first-class public transport service system to fundamentally alleviate urban congestion and resource waste.Jinan Public Transportation Group Co.,Ltd.,as an enterprise providing public transport travel services,continuously improves the attractiveness of public transport by optimizing service marketing strategies,providing high-quality travel services for Jinan citizens and making basic guarantee for the construction of resource-saving and environment-friendly society in Jinan.This article embarks from the Jinan Public Transportation Group Co.,Ltd.,development present situation.Firstly,the concept and connotation of "Service Marketing","Service Marketing Management","service marketing mix" and "service quality" are defined and analyzed.Secondly,using SWOT analysis and porter's five forces model,the paper analyzes the Development Status of Jinan Public Transportation Group Co.,Ltd.,this paper makes clear the present situation of Jinan Public Transportation Group Co.,Ltd.,the advantages and disadvantages of the development of the company,the development opportunities,and the threats in the process of the development of the company,and analyzes the present situation of the service marketing of the company.Thirdly,the customer service satisfaction questionnaire is designed for the company's service operation,and the analysis is made by using the fuzzy comprehensive evaluation to get the overall feedback from the passengers on the current service situation,it reveals the relationship between Customer Satisfaction and service marketing.In addition,select advanced domestic and foreign cities of public transport service marketing cases for comparison,from which to obtain local operation can learn from the advanced experience.Finally,integrated the above research results,put forward the relevant strategies of service marketing.The research results of this paper are beneficial to improve the service quality and market competitiveness of enterprises,and constantly increase the share rate of publictransport travel.It is not only of great practical significance for the future development of enterprises,but also will strive to build enterprises into domestic famous public transport enterprise brands.