基于市民需求的杭州公交服务营销策略研究

The Marketing Strategies of Hangzhou Public Bus Service Based on Demand Analysis

通过对杭州城市居民公交出行现状的调查,分析了居民公交出行的需求,立足从市场的需求和乘客的期望出发树立市场营销的理念,提出了提高公交便利性、提供差异化服务和推行定制公交等公交服务营销策略,以期不断提升杭州公交服务质量,引导市民选择公交出行,提升杭州城市交通品质。

Based on the survey of the bus travel transit of Hangzhou citizen,this paper analyzed the will of Hangzhou citizen to choose bus travel transit and the differentiated demand of public bus service and put forward the marketing strategies such as to improve the public transport convenience,to customize public bus travel,to implement diversified pricing system and to reengineer barrier-free facilities so as to improve the quality of Hangzhou public bus service and guide people to choose public transit.