East China Railway Passenger Marketing Psychology

East China is located in the economically developed, intensely populated southeast coastline of China, where on the average the market maturity, economic development and consumption level are more advanced than those of other places of China.Although East China railway passenger transportation industry is faced with plentiful consumption demand, it gradually assumes more and more pressure in an improving market-oriented economic environment based on the following analyses:(1) The rapid development of aviation and highway transportation lead to the unprecedented fierce competition resulting in a great challenge to the railway passenger transportation to expand its market share.(2) As an exceptionally large state-owned enterprise in the process of transformation,the researches on the market and railway consumer behavior have just started up,and its market- ing is still in the primary stage as well.This research aims at a special consumer segment, i.e railway passenger, and delves into the characteristics of their consuming psychology and behavior in the perspective of Consuming Psychology and Consumer Behavior,which consists of four aspects as follows:(1) Make a summary of theory background on marketing psychology and consumer needs,with emphasis on advances of marketing theory,consumer needs and consumer satisfaction.(2) Analyze the consumption level, dynamics of consumption structure and consumer needs,what's more,characteristics of consuming behavior of China's civil and rural inhabitants.putting forward an overall positioning about the target consumer market of East China railway passenger transportation.(3) With the help of research on the annual flow of passengers of Shanghai Railway Bureau,this research designs and compiles the Passenger Characteristics Questionnaire and Passenger Satisfaction Scale to achieve objectives as follow: identify the passengers' basic characteristics, find out their traveling purpose,theirchoices of transportation alternatives and the degree of their satisfaction, and understand their needs as well.(4) Identify the railway passengers' current needs accurately and precisely through the research on consumer behavior which helps to forecast their potential needs, understand those target consumers better, and position, segment the market in a scientific way. Provide the consulting service in the view of consumer psychology for East China railway enterprise's marketing strategy and tactics.Needless to say, this research enriches the theory of consumer psychology with its peculiar theoretical contribution. Meanwhile, the conclusions which resulted from this research also provide the theoretical base of consumer psychology on which the scientific and effective marketing strategy of East China railway enterprise can be established. All of these will do great help to East China railway enterprise,helping them meet the fierce,urgent competition successfully.Last but not the least, this research will undoubtedly bring invaluable competitive advantages over those competitors of East China railway enterprise and its value for the cultivation of East China railway enterprise's core competency should never be underestimated.