高铁快运市场定位分析及经营策略研究

Market Positioning and Operation Strategy Research of CRHE Express

高铁快运进入市场较晚,目前仍处于业务发展初期,市场份额偏低,业务扩张需要更加灵活、更有针对性的经营策略。从多维度对高铁快运目标客户进行细分,明确高铁快运应优先争取的目标市场及品牌定位,从知名度、认可度较低、激烈市场竞争压缩业务增长空间、两端取派能力不足剖析高铁快运发展面临的主要问题,最后基于前文分析,提出了高铁快运初期经营策略。

CRHE express accessed to market relatively late,and is in its early development stage with low market share.It business expansion needs more flexible and targeted business strategies.First of all,this paper subdivides the target customers of CRHE express from different angles to seek the target market that CRHE express should give priority to and define the brand positioning of CRHE express.Then,it analyzes the main problems faced by the development of CRHE express,that is,low popularity and recognition,compressed growth space because of fierce market competition,and insufficient ability to pick and dispatch.Finally,based on the previous analysis,this paper puts forward the operation strategy of CRHE express in the early stage.