基于顾客价值理论的铁路货运营销创新研究

Research on Innovation of Railway Freight Marketing based on Customer Value Theory

阐述顾客价值理论与铁路货物运输营销的密切关系,对铁路货运顾客价值重要性及感知评价等进行定性和定量的实证研究,最后提出基于顾客价值的铁路局货运营销创新策略。

This paper expounds the close relationship between customer value theory and railway freight transport marketing, and makes qualitative and quantitative research on customer value essentiality and perceptive evaluation of railway freight transport. In the end, the paper puts forward the strategies on innovation of railway freight marketing based on customer value.