摘要
当前铁路12306平台已经基本满足旅客购票的需求,而铁路旅客出行服务个性化需求日趋明显,为能提供更加优质便捷的出行服务,需要制定完整的运营策略。结合“互联网+”时代出行服务平台发展趋势,以及铁路12306旅客出行服务运营现状,对平台运营主要存在的问题进行分析,提出铁路12306旅客出行服务运营对策,构建铁路12306旅客出行服务运营体系,基于铁路场景推出一站式出行服务,利用会员体系完善会员激励策略,运用大数据技术提供个性化出行服务,深耕口碑运营组建铁路出行社区,依托铁路局集团公司资源加强线下运营合作,扩充服务渠道完善客服系统支撑。
At present,the 12306 railway ticketing platform has basically satisfied the needs of passengers to purchase tickets.Meanwhile,increasingly personalized needs of passengers call for better and more convenient travel service with a more competent business strategy.Based on the development trend of travel service platform in the Internet Plus era and the online operation status of travel services provided by 12306 railway ticketing platform,the main problems of platform operation are analyzed,and the concept of 12306 railway travel service operation ecosystem is proposed.Corresponding operation strategies are proposed in terms of providing one-stop travel services based on railway scenarios,improving member incentive strategies,using big data technology to provide personalized travel services,emphasizing word-of-mouth operation,constructing railway travelling community strengthening offline operation cooperation,and improving customer service systems.
作者
张锐
ZHANG Rui(Institute of Computing Technologies,China Academy of Railway Sciences Corporation Limited,Beijing 100081,China)
出处
《铁道运输与经济》
北大核心
2020年第12期71-76,共6页
Railway Transport and Economy
基金
中国铁路总公司科技研究开发计划课题(2017X001-C)。
关键词
铁路12306
旅客运输
出行服务
运营体系架构
一站式出行
12306 Ticketing Platform
Passenger Traffic
Travel Service
Business System Architecture
One-stop Travel Service
