Research On Marketing Optimization Strategy Of High Speed Railway Passenger Transport Of China Railway Corporation

With the gradual release of the epidemic,China’s travel market will usher in new development opportunities in the future,and the travel service market,which has been dormant for three years,will still face fierce market competition.High-speed rail,as a national name card,represents the level of China’s high-end manufacturing industry.During the 14th Five-Year Plan period,the country has planned many high-speed rail construction projects,and the high-speed rail network will be further improved.High-speed rail passenger transport market will expand with the continuous expansion of line network,but it still faces dual competition from road passenger transport and civil aviation passenger transport.In short distance passenger transport,highway has become the first choice for passengers relying on low ticket price,convenient ride and numerous outlets.In medium and long distance passenger transport,civil aviation passenger transport relies on advantages such as fast speed,numerous discount tickets and guaranteed service quality.Strength reigns supreme.In the face of such a competitive environment,high-speed passenger transport is also constantly improving products and optimizing service quality.This paper takes high-speed passenger transport of railway Corporation as the main research object.First of all,it summarizes and summarizes relevant contents from the work process,field investigation and reference to relevant data and literature,analyzes the existing problems in marketing of high-speed passenger transport products,and how to solve them by combining internal advantages and resources.Based on the analysis of the current macro and micro environment,STP selection of high-speed rail passenger transport products is carried out to make the marketing strategy more targeted.Based on the research and application of product marketing strategies,emotional marketing strategies,cross-border marketing strategies and experience marketing strategies,the current product situation of high-speed rail passenger transport is optimized,and the comfortable passenger market and efficient passenger market are targeted as the target market of high-speed rail passenger transport.According to these two passenger groups,the corresponding products and services are launched.Combined with these two groups of passengers,emotional marketing is designed,and the theme marketing activities of "high-speed rail takes you to see the world" and "high-speed rail · Wisdom enjoys the world" are proposed,so that the target passengers can have emotional resonance.Through cross-border marketing,cooperation with film and television fields,hotels,scenic spots,to expand high-speed rail passenger service content.Through experiential marketing activities,enhance the relationship with passengers,show the quality of high-speed passenger transport service in an all-round way,establish the brand image of high-speed passenger transport in the mind of passengers,expand the audience,and convey the concept of high-speed passenger transport service.