论文标题:西南铁路客运市场需求分析及产品营销对策研究
Analysis on the Demands of Railway Passenger Transportation Market in Southwest China and Countermove of It"s Product Marketing
论文作者 肖建明
论文导师 熊天文,论文学位 硕士,论文专业 交通运输
论文单位 西南交通大学,点击次数 123,论文页数 93页File Size5604k
2002-05-05论文网 http://www.lw23.com/lunwen_516012357/ 市场营销;西南铁路;市场细分;营销对策
Marketing;Southwest China Railway;Marketing segmentation;Marketing countermove
市场营销观念和营销组织在国外铁路已经广泛运用，成效显著。市场营销基本理论将市场细分为具有不同需要、特征或行为的各细分市场，开发不同的产品、并采取相应市场营销组合来满足不同购买者群体。有限的资源使企业只能选择有限的细分市场。因此，必须估计每个细分市场的吸引力程度，将企业的目标市场定位在一个或多个细分市场，突出进入该细分市场的产品的竞争优势，并采用一组可控制的战术营销手段，从而创造最大的顾客价值和企业效益。 以市场营销观念来认识铁路客运市场和产品的营销特征，充分运用市场细分、目标市场定位、制定营销组合等方法，有助于更好地分析西南客运铁路客运市场的需求状况，从而根据铁路旅客运输企业自身的技术经济特征和资源状况，进行产品开发、销售等一系列经营、管理活动，充分利用有限的资源创造最佳的市场价值和经济效益。 本文按照交通运输系统分析和现代市场营销学的基本理论，运用供求分析和市场细分的方法，从影响因素、需求量、客运结构、运输网各方面对西南地区客运市场需求和供给状况进行分析和研究，并在此基础上按照出行时间、客流性质、平均行程、地理位置、旅客成分等对西南铁路客运市场进行市场细分和目标市场定位，提出了“以能保长、以速引中、以价争短、以质创新”的营销总体战略和产品开发、价格管理、品牌设计、销售组织等一系列营销对策。
It has achieved common recognition that widely applications of marketing organization in railway transportation overseas can greatly improve the economic benefit. The basic concept in marketing is to segmentation the market into different sub-markets according to various demands. Thereby they can develop multiple products through correspondingly market combination to meet the needs of the buyer. While,in fact the short of resources forces the enterprises to choose part of the segmented market. Hence,it is very important for us to make a good estimation on each segmented market and market positioning. Lay stress on its competitive advantage,and adopt a series controllable marketing strategy,can we achieve the maximum consumer value and economic benefit.It goes without saying that taking marketing concepts,as our guiding principle is very helpful in railway passenger transportation. Adopt market segmentation,market positioning,and market combination in anglicizing the current situation of passenger transportation in Southwest China,take,its technologic economic characteristic and the resources of the form of railway passenger transportation into consideration in developing and selling new products,we can create the best market value and economic efficiency.In accordance with basic theories of transportation system and modern marketing,the thesis takes the means of marketing segmentation and balance of supply and distribution,makes a thorough analysis on influential factors of passenger transportation,requirement,structure,transportation net,etc. Dealing with the requirements and supplies of passenger transportation market of Southwest China,the thesis tries to advance a new market countermove including the overall strategy,product development,brand design,sale"s organizations,on the basis of present situation of leaving time,passenger mobility,average distance,geographical position and passenger composition.
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