The Research Of Marketing Strategies On Wuhan-Guangzhou High-speed Railway Passenger Transportation

With the rapid development of the national economy, the passenger demand and the quality of rail are taking place. Our "the long-term plan of railway network" has made a long and systematic plan about the construction and operation,! which has an important impact for our society, economy, politic, culture and livelihood of the people. Wuhan-Guangzhou high-speed railway connects the Central and South of China, which is not only an important traffic artery, but also an important milestone of China's railway passenger transportation. It further links between the central and southern regions and will contribute to China's development. Due to Wuhan-Guangzhou high-speed rail in China operates shortly, its management and service system is being perfected. Secondly, the passengers are adapting Wuhan-Guangzhou high-speed rail and the transportation demand lags behind the supply of the high-speed rail, which showed imbalance in space and time. Seriously there are lots of empty seats in some intervals and seasons, which cause the contary between the existing capacity and the surplus capacity of high-speed rail.This paper analyzed the Internal and external environment of Wuhan-Guangzhou high-speed rail, and I through the AHP researched passengers intention, proposed passenger marketing strategy and service models. Firstly, the paper described the marketing researches of domestic and foreign high-speed rail, then analyzed the present situation of Wuhan-Guangzhou high-speed rail, consisting of operating status, marketing management situation, internal and external environment, the comparison with air transport with Wuhan-Guangzhou high-speed rail, and the PEST-SWOT analysis. Secondly, by experts survey the paper analyzed affecting factors of passagers intention in orde to get the main affecting factors for the strucuture of marketing strategies and service models. This article mainly analysized marketing strategies, firstly making product portfolio for the product strategy. About tickets Sales channels, the article proposed traditional and late-model channels construction according to its own conditions; about discount ticket of high-speed railway, the paper proposed discountable prices at four different conditions; about the promotion of tickets, Public relations and experience marketing were proposed in this paper. Finally, through analysis on the Wuhan-Guangzhou high-speed rail service models, the article respectively built food supply model, emergency medical model, passengers transfer model, luggage service model and waiting service model.With the optimization of transportation resources and the intense of passenger market competition, the role of passenger marketing will be playing importantly, in face of the opportunities and challenges, it is right that Wuhan-Guangzhou high-speed rail improves the service and appropriate marketing such that the article will provide the references for other high-speed rails in future.