Research On The Marketing Strategy Of S High-speed Railway Passenger Transport Based On The Improvement Of Customer Satisfaction

The establishment of China Railway Corporation in 2013 marked the transition of railway enterprises from a single political function to a state-owned enterprise with political and economic functions.In response to the government’s policy of separating government functions from enterprises,China Railway Corporation(CRC)officially changed its name to China National Railway Corporation(CNR)in 2018 in order to enhance the competitiveness of railway enterprises in the transport market.The reform of corporation system in the railway industry forces the railway enterprises to compete with others in the transport market.Therefore,it is imperative to study the marketing of the railway enterprises.S high-speed railway is an important railway transportation hub in North China,with main trunk lines including Beijing-Guangzhou,Shijiazhuang-Dezhou and Shijiazhuang-Taiyuan.It plays a role in promoting the development of logistics and economy and enhancing regional people flow and cultural radiation.Research on the marketing strategy of S high-speed railway passenger transport based on the improvement of customer satisfaction,is in order to further improve the marketing development direction and service strategy of S high-speed railway,enhance its competitiveness in the transport market.This paper uses induction method,questionnaire investigation and case study.It summarizes the domestic and foreign relevant marketing and customer satisfaction of railway passenger transportation marketing literature.It takes S high-speed passenger transportation as the research object,combing its marketing status from the perspective of improving customer satisfaction through questionnaires to passengers,and focus on the company’s present situation of the high-speed rail passenger transportation marketing strategy.It is found that there are some problems to be solved in the marketing measures of S high-speed railway passenger transport,including fewer marketing products to choose,disconnection between marketing channels and market reality,lag behind in marketing means and ideas,and neglect of marketing participants.It further analyzes the causes of the current situation of marketing,including the lack of clear market positioning,imperfect marketing services,narrow marketing channels,lack of attention to high-speed rail brand,lack of attention to customer relationship.Aiming at the existing problems of high-speed railway passenger transport marketing,this paper puts forward targeted improvement suggestions,and improves the passenger transport efficiency of S high-speed railway by adopting STP strategy,product optimization strategy,distribution channel strategy,service channel strategy,brand marketing strategy and other measures.And put forward to strengthen the enterprise marketing management,the establishment of customer information database,strengthen customer relationship management and other measures as the guarantee of problem optimization strategy.From the perspective of development,it is very necessary to study customer satisfaction for high-speed railway passenger transport enterprises,but the road is more difficult.This paper,taking S high-speed railway as an example,combined with its marketing practice,explores the common problems existing in passenger transport marketing of high-speed railway enterprises,summarizes the optimization strategies,and provides help for China’s high-speed railway enterprises to improve customer satisfaction and loyalty,build a good passenger transport brand image,and increase the competitiveness of high-speed railway enterprises in the transport market.