Research On Service Quality And Marketing Strategy Of Daxi High-speed Railway

Daxi high-speed railway is the first high-speed railway opened in Shanxi Province.Since its opening in July 2014,it has become one of the most frequently used means of transportation for passengers at various stations along the route with its advantages of high safety coefficient,fast running speed and high ride comfort.However,with the continuous increase of passenger traffic volume of DaXi high-speed railway,the passenger service quality of DaXi high-speed railway has been stagnant,which can not meet the increasing service demand of passengers.In order to better meet the needs of passengers for the service quality of DaXi high-speed rail,this paper studies the service quality and marketing strategy of the passenger transport market of DaXi high-speed rail,and finds out the passenger transport of DaXi high-speed railway The reasons for the low quality of market service,and targeted marketing strategiesIn this paper,1 000 passengers are investigated in Taiyuan South Station of Daxi high speed railway in the form of questionnaire,and the obtained data are analyzed quantitatively by SERVQUAL model to find out the gap between the expectation of passengers and the actual service,and the qualitative analysis of service quality gap model is used to find out that the passenger service quality of Daxi high-speed railway is not high After the existence of the specific gap.Then,according to the quantitative analysis and qualitative analysis,the paper finds out six problems existing in the service quality of DaXi high-speed rail passenger transport market,such as insufficient overall service ability of service personnel,lack of integrity of service,decentralized management of service brand,insufficient ability of management personnel,non seamless service and lack of passenger management and management mechanism.Finally,according to the problems existing in the service quality of the passenger transport market of DaXi high-speed railway,combined with the actual situation of the high-speed railway,the paper proposes to improve the overall service ability of the service personnel of the high-speed railway,enrich the passenger service projects of the high-speed railway,shape the service brand of the passenger transport market,strengthen the construction of the management capacity of the high-speed railway,optimize the service process of the passenger transport market of the high-speed railway Six promotion strategies,such as passenger relationship management in passenger transport market of high-speed railway,play a guiding role in the service quality of passenger transport market of DaXi high-speed railway,and promote the passenger service of high-speed railway to a higher level.