铁路客运服务有形展示策略浅探

Strategies of Visible Display of Railway Passenger Services

随着旅客运输市场的不断发育成熟，各种旅客运输方式之间的竞争越来越激烈，铁路旅客运输面临的形势日益严峻，从而要求铁路运输企业提供更好的服务产品，以满足消费者的需求。由于服务的无形性，不能实现自我展示，它必须借助一系列的有形证据才能向顾客传递相关信息，顾客才能据此对服务的效用和质量作出评价和判断。因此，服务有形展示策略成为铁路运输企业的一个至关重要的工作。本文运用服务营销的理论，对铁路旅客运输服务的有形展示策略进行了探讨。

As the passenger transport market continues to mature, the competition between various kinds of passenger transport modes is becoming more and more intense. The railway passenger transport faces an increasingly serious situation, which demands the railway transport enterprises to provide better service in order to meet consumers＇ needs. With its intangible nature, service cannot realize self-presentation. Only through a series of tangible evidences can it deliver relevant information to the customers, and thus they can evaluate and judge the effectiveness and quality of service. Therefore, the tangible demonstration strategy of service has become crucial to the railway transport enterprises. In this paper, based on the service marketing theory, the author discusses the tangible demonstration strategy of service in railway passenger transport.