试论铁路旅客运输服务的营销战略

Studying the Marketing Strategy of Railway Passenger Transport

面对激烈的市场竞争和复杂多变的运输市场环境 ,依据服务产品品牌差异化和服务产品增长理论 ,从客运服务的基本特征入手 ,综合市场和服务 ,提出通过强化铁路基础设施、提高服务水平、扩大市场占有份额等市场渗透战略 ,提高客运组织水平 ,增强竞争力、开发城市轨道运输等新服务战略和服务多元化、市场多元化等客运经营战略 ,达到铁路客运长期生存和持续。

In view of the intense market competition and complex, changeable transport market environment, on the basis of brand differentiation of service product and the theory of service product growth, starting with the basic characteristics of passenger transport service, the author put forward such passenger transport marketing strategies as strategy of market infiltration which means strengthening the railway infrastructure, improving the service quality, raising the market occupation rate, strategy of developing new services such as the urban track transportation, the improvement of passenger transport organization, strategy of service pluralism and market pluralism, etc. from the aspects of market and service. Thus the railway passenger transport service may exist and develop sustainably and stably.