我国铁路客运专线营销探讨

Discussion on Marketing of Passenger Dedicated Lines in China

铁路客运专线在我国刚刚起步,发展前景广阔,但也面临着投资大等问题,满足和吸引更多旅客,提高运营管理效率是其核心问题。从市场营销4P的角度,把铁路客运专线作为整体,探讨如何做好铁路客运专线基础营销工作,即从铁路客运专线市场细分入手,分别探讨产品(服务)、价格、分销和促销等策略,提出针对铁路客运专线营销的具有可操作性和前瞻性的策略。

Passenger dedicated lines have just been put into operation in China. It has good development prospects, but is also faced with problems such as great investment. To meet and attract more visitors and im- prove the efficiency of operational management are its core issues. This article, from the perspective of marketing 4P, taking the passenger dedicated lines as a whole, discusses how to do a good job in basic marketing of dedicated lines work. This paper also discusses the strategies of products （services）, price, distribution and promotion from market segmentation of the passenger dedicated lines, and proposes operational arid prospective strategies of passenger dedicated lines marketing.