Marketing Strategy Of Railway Passenger Transport In The DaCheng Railway Administion

Faced with the transportation market of the 21st century characterized by complicated, capricious and more and more violent. competition, the railway, under the situation of straddle-type development, is also taking proactive reforms strenuously to make itself adapt the market change and has been competing fiercely with other transportation forms such as highway, aviation, waterway and pipeline. As a base manager who has long been working as a marketer on the railway manufacturing front, the author of this essay, integrating the general reform being performed nowadays in the railway transportation system and employing contemporary marketing theories, develops his own viewpoint, with the new characteristics of the railway passenger transportation market and the current situation in consideration, on how the Dacheng Company should veritably execute the distribution work of passenger transportation.The development of the joint-stock railway in China and the market features of current railway passenger transportation are discussed. The passenger transportation management system of Dacheng Company is meticulously examined and then, the developing program and strategies of its passenger transportation marketing are put forward on the basis of a full investigation into the present situation of passenger transportation market in areas administrated by Dacheng Company, i.e. the hinterland of Sichuan and the north areas of Chongqing, and a deep analysis of the passenger transportation volume, ticket fare, structure of passenger transportation products and the marketing information system.Finally, the distributing strategy is given of innovating marketing conception, intensifying the construction of infrastructure, improving service quality, creating unique brand and establishing the company's culture on how Dacheng should set up passenger transportation marketing system, thus providing a theoretical ground for the development of Dacheng's passenger transportation project so that it could develop steadily and survive permanently.