运用服务包理论创建铁路运输品牌产品

Utilize the Service Package Theory to Construct Railway Transportation Well-known Brand Product

运用西方服务营销学中关于服务包的最新研究成果,结合铁路运输的实际情况,提出铁路运输品牌产品的生产和消费,有必要引进扩展的服务包概念;并具体探讨了需创建的铁路运输品牌产品扩展的服务包的理论模型和内涵,指出了它对铁路提高和创新运输品牌产品质量的重要意义和作用。

By utilizing the newest research result of applied service package in western service and marketing, and in combination with the actual situation on railway transportation, the essay brings forward the view that it is necessary for production and consumption of railway transportation well-known brand product to import the concept of extended applied service package theory, meanwhile the essay also explores in detail the theory mode and content of extended service package for railway transportation well-known brand product, pointing out its significance and effect to improve and innovate the quality of well-known brand product.