A Study On The Marketing Strategy Of Shanghai-Nanjing High-speed Railway Based On Consumers' Behavior Theories

As one of the state monopoly industry, railway transportation industry is always short of competitive consciousness as well as full of problems in the marketing mechanism. This condition is also true in the Shanghai Railway Bureau, to which Shanghai-Nanjing high-speed railway is belonging. The competitive environment of passenger transportation market in Shanghai-Nanjing area is complex, changeable and getting intense. Though nowadays Shanghai-Nanjing high-speed railway is well received by the passengers, it may face the awkward situation of losing passengers some day if it doesn't establish an advanced and complete marketing mechanism.As a base manager who has been working long on the railway manufacturing front, the author of this article, based on the factors that influence the consumer behavior, integrating the current problems of Shanghai-Nanjing high-speed railway marketing, develops her own viewpoint, with the characteristics and the current situation of the marketing environment of Shanghai-Nanjing high-speed railway in consideration, on how the Shanghai Railway Bureau should veritably execute the marketing work of Shanghai-Nanjing high-speed railway.The article uses the theory of PEST on the analysis of the factors that influence the marketing of Shanghai-Nanjing high-speed railway in terms of macro environment, including the factors like policy and law, economy, society and culture, technology environment, etc. At the same time, through the analysis of relative providers in the passenger transportation market of Shanghai-Nanjing area and the current situation of Shanghai-Nanjing high-speed railway transportation, the article describes the general situation of passenger transportation market in Shanghai-Nanjing area and points out the main problems of Shanghai-Nanjing high-speed railway marketing.Then, based on the analysis of consumer consumption behavior theoretically, the article adopts Shanghai-Nanjing high-speed railway as the research object and analyzes consumption behavior through the statistical figures of a market questionnaire in order to distinguish the influencing factors of consumption behavior of Shanghai-Nanjing high-speed railway passengers.Finally, according to the analysis result of the passenger consumption behavior, the article gives some advice on how Shanghai-Nanjing high-speed railway should apply product, price, place, promotion and service strategy, thus providing a theoretical ground for the establishment of favorable image of Shanghai-Nanjing high-speed railway so that it could develop steadily and survive permanently.