高速铁路客户价值评价指标体系与营销策略研究

Study on Index System of Customer Value Evaluation and Marketing Strategies of High-speed Railways

基于客户价值的高速铁路客户分析及高速铁路客运市场营销策略研究,对准确把握旅客的期望和价值需求具有重要意义。通过阐述铁路客户价值的定义和评价标准,根据当前价值与潜在价值,将高速铁路旅客分为高价值客户、高保留客户、高潜力客户和低价值客户。在此基础上,建立高速铁路客户价值指标体系衡量高速铁路客户价值,针对不同的高速铁路客户群体提出相应的营销策略。

High-speed railway customer analysis based on customer value and the study on passenger transport marketing strategies of high-speed railway have significant meaning on accurately grasping passengers＇ expectation and value demand. This paper expounds the concept and evaluation standard of railway customer value. According to its current value and potential value, high-speed railway passengers were divided into high-value customer, high-retention customer, high-potential customer and low-value customer, and high-speed railway customer value was measured by establishing the value index system, in the end, targeting with different high-speed railway customer group, the corresponding marketing strategies were put forward.