Research On Marketing Strategy Of Passenger Transport Business Of Bureau B Group

Long-term since,our country railroad occupies the dominant position,is a more traditional way of management and business philosophy,and therefore did not occupy the initiative position in the market,while accelerating the process of enterprise reform,B group continuously improve product quality and service quality,but instead reduces the original market share,and passenger revenue is always in a state of loss.Facing the current severe market situation and fierce competition environment,changing the marketing strategy of railway passenger transport business has become the key factor for B Bureau Group to win the market.Therefore,this paper takes Bureau B group as an example to study its passenger transport business marketing strategy.In the process of research,we use literature analysis method,PEST method,Porter’s five forces model and other methods to study the marketing macro environment and marketing competition of B Bureau Group’s railway passenger transport business.The analysis shows that,whether from the perspective of government policy support or economic development,it is conducive to the rapid development of railway passenger transport business.By using the questionnaire survey to analyze the existing problems of B Bureau Group’s passenger transport business marketing,it is found that the main problems are the unreasonable product structure of passenger transport business,the relatively solidified price system,the relatively narrow ticket sales channels and the relatively single marketing means.At the same time,the paper analyzes the marketing strategy of B Bureau Group’s passenger transport business by using STP and 4P theory,and then puts forward the product strategy of highlighting economic benefits,adjusting the overall structure of transport products,opening evening departure and morning arrival trains,opening fast,quasi high speed and high-speed trains,achieving the goal of "morning departure and evening return" and opening various special trains to produce special products,and implementing floating upward positioning.And for publicity,public relations,sales promotion and other aspects of the development of the corresponding strategy.Finally,in order to ensure the effective implementation of B Bureau Group’s passenger transport business marketing strategy,take marketing management idea as safeguard measure:take passenger information as safeguard measure;With passenger relationship management as the guarantee;in the personnel guarantee,it proposes to strengthen the staff professional training In order to provide valuable guidance and suggestions for the marketing work of railway passenger transport business of bureau B group.