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随着人们工作节奏的加快和生活质量的提高,传统的铁路已经不能适应旅客运输的需要。到2016年底,高铁运营里程已突破2万公里,居世界第一,占世界高铁总里程的60%以上。高铁与其他铁路共同构成的快速客运网已基本覆盖50万以上人口城市。高铁里程的不断扩大,高铁与民航、公路客运的市场竞争日趋激烈。研究高铁客运市场营销策略,对于促进铁路多元化经营、提高高铁产品市场竞争力具有重要现实意义。随着运输资源的不断优化以及客运市场竞争的加剧,客运营销的作用也将越来越重要。在机遇与挑战面前,提高自身服务以及进行适当的营销是我国高铁自身发展的正确途径。本文结合高铁客运市场营销工作实际,对我国高铁运输市场营销现状和营销环境进行分析,提出适合高铁营销策略的建议。
With the acceleration of people's working pace and the improvement of quality of life, the traditional railway can no longer meet the needs of passenger transport. By the end of 2016, the high-speed rail operation mileage has exceeded 20,000 kilometers, ranking first in the world and accounting for more than 60% of the total mileage of high-speed railways in the world. The rapid passenger transport network formed by high-speed railways and other railways has basically covered over 500,000 population cities. High-speed rail mileage continues to expand, high-speed rail and civil aviation, road passenger transport market competition is fierce. Studying the marketing tactics of high-speed railway passenger transport is of great realistic significance for promoting railway diversification and improving the market competitiveness of high-speed rail products. With the constant optimization of transportation resources and the intensified competition in the passenger transportation market, the role of passenger transportation marketing will become more and more important. In the face of opportunities and challenges, improving their services and marketing is the right way for the development of China's high-speed railway itself. In this paper, the actual work of high-speed rail passenger marketing, marketing of high-speed rail transport in China's current situation and marketing environment analysis, put forward recommendations for high-speed rail marketing strategy.