Research On Marketing Strategy Of Chongqing Railway Passenger Transport

Railway transportation plays an important role in our country and even in the transportation industry all over the world.It has made great contribution to the economic development of our country.In recent years,due to the adjustment of national macro policies,the former Ministry of Railways separated the government from the enterprise,established China Railway Corporation and assumed the responsibilities of the former Ministry of railways.China Railway Bureau Group Co.,Ltd.under China Railway Corporation has been reformed one after another.The reform has broken the special status of railway,making it more fair to compete with highway and civil aviation,but the competition is also more fierce.Compared with railway transportation,highway transportation is more convenient and flexible in short-distance travel;compared with railway transportation,civil aviation transportation is more time-consuming,fast and satisfactory in long-distance travel;all of the above reasons bring great challenges to railway passenger transportation.Firstly,this paper investigates and analyzes the domestic and foreign railway passenger transport marketing,especially the existing problems of China’s railway passenger transport marketing.Then using the theory of passenger transport marketing as the theoretical basis,combined with the current situation investigation,relying on the gray model prediction method,the paper analyzes the current situation and demand of Chongqing railway passenger transport market,and forecasts the passenger traffic volume,passenger turnover and development trend of Chongqing highway,railway and civil aviation in the next four years.The SWOT analysis method is used to analyze the advantages and disadvantages of the current marketing environment of Chongqing railway passenger transport in detail.The analysis results show that the demand of passenger transport market is large,but the current capacity is limited,so we need to work in the marketing to meet the needs of passengers as much as possible.Chongqing,as the only municipality directly under the central government in Southwest China,is of great significance to his research.Through the research on the typical urban railway passenger transport market,it is helpful to put forward specific marketing strategies forChongqing railway passenger transport,and even to provide reference for the marketing strategies of various railway bureaus and groups in China.By analyzing the product,price,promotion and distribution of passenger transport marketing strategy,this paper puts forward feasible marketing mix strategy.The demand of Chongqing passenger transport market is very large.As long as we can make full use of our own advantages,seize the favorable opportunities,respect the market operation rules,and take reasonable development strategies,we can base ourselves on and continuously expand market share in the fierce market competition.