我国城际高速铁路客票营销策略研究

Study on Ticket Marketing Strategies of Inter-city High-speed Railway in China

选取400 km以内的城际高速铁路作为研究对象,针对城际高速铁路客票营销在客票类型、服务内容、销售渠道、客票销售管理方面现状及存在不足,提出通过建立旅客大数据库,围绕"提升旅行体验"和"提高收益"2个目的,实现客票种类多样化,丰富基础服务内容、推广增值服务,拓展客票的销售渠道,优化票额的智能预分,既要实现全方位的客户营销,还要对旅客实行精细化服务管理,不断完善城际高速铁路的营销策略,从而推动城际高速铁路的良性循环式发展。

Taking the inter-city high-speed railway less than 400 km as study object, targeting with the status and problems existing in the aspects including ticket types, service contents, selling channel and ticket selling management, this paper puts forward that： realize diversification of tickets through establishing passengers large database and centering on 2 objects of ＂improving travel experience＂ and ＂increasing benefits＂; enrich the contents of basic service and promote value- added service; develop selling channel of tickets; optimize the intelligent presorting of seats; realize all-round customer marketing and implementing refined service management for passengers; and continuously improve the marketing strategies of inter-city high-speed railway, so as to promote sound circulating development of inter-city high-speed railways.