试论我国铁路客运市场促销策略

Discussing the Promotion Tactics on RailwayPassenger Transport Market

从产品生产者和产品消费者之间的沟通，企业与相关层次的联系及市场经济的竞争，论述了铁路客运企业运用促销策略的必要性；同时分析了铁路企业促销的三项功能；根据促销理论与我国铁路客运企业的实际，提出了促销策略和实施手段。

From the angles of linking up producers and consumers, enterprises getting in touch with corresponding levels, and the competition existing in market economy, the author discussed the necessity for railway passenger transport enterprises to use promotion tactics; meanwhile, the three functions of promotion were analyzed for railway enterprises; on the basis of promotion theory and the reality of railway passenger transport enterprises, the promotion tactics and enforcement measures were given.