| As the12th Five-Year Plan has put forward, the rise of high-speed railway inrecent years has changed the traditional decision-making mode of public travel.High-speed rail with the boost in speed and the superior characteristics of the trainmodel got the favor of passenger transport market. It brings no small impact topassenger transport market of intercity high-speed railway and the whole roadpassenger transport industry. With the deepening of the market economy development,and the advent of customer economy era, railway transportation industry how to graspthe pulse of the market, meet the passenger demand for travel traffic tools and travelservices, how to balance the relationship between its operating income and socialbenefits, namely the enterprise value and customer value, are problems of thehigh-speed rail era should pay attention to. The starting point is to create more valuefor customers. The ultimate goal is to achieve a win-win between customers andenterprises.From the perspective of the customer relationship management theory, this paperintroduce the principle of value creation in the CRM theory, analyzes the closerelationship between value creation and CRM, and describes the value-drivenprinciple of CRM that CRM create value for customers and create value forenterprises. The article analyzes the background of China’s railway industry and thenecessity of implementing CRM in this industry. According to the current marketingsituation of intercity high-speed railway passenger transport industry, this articleillustrates that the industry to implement CRM strategy is an inevitable trend, and thenbuild the CRM value creation model based on intercity high-speed railway passenger industry; and then by taking the Chengdu-Chongqing passenger corridor as anexample, lists and analyzes the current marketing situation and main problems of thispassenger channel; through the introduction of Analytic Hierarchy Process (AHP)and ABC analysis method, completed the analysis of travelers’ characteristics andpassengers value of the Chengdu-Chongqing passenger channel, and after passengerclassification, made clear the implementation-oriented target groups of CRM strategy;finally, according to the survey findings and study results of Chengdu-Chongqinghigh-speed rail passenger transport industry, put forward a set of CRM strategy andCRM system planning scheme based on value creation.In this paper, the main results are as follows:(1) Based on CRM theory and its value creation principle, this paper analyzes thevalue creation process of CRM, discusses the CRM value-driven principle which isthat through the implementation of CRM strategy, business-customer relationshipvalue would be enhanced and eventually both sides achieve win-win situation bycreating value for each other.(2) Through investigation of China’s railway industry background and presentmarketing status of intercity high-speed rail industry, analyzed the feasibility andnecessity of implementing CRM strategy in high-speed rail industry. On this basis,established CRM value creation model based on intercity high-speed rail passengertransportation industry.(3) Take Chengdu-Chongqing passenger channel as an example, did acomparative analysis of transport characteristics of Chengdu-Chongqing intercityhigh-speed rail passengers and highway passengers; through the investigation of theirpresent operation status, using AHP to study how passengers made the decision onchoosing transport tools between intercity high-speed railway and highway; usingABC analysis method, classified passengers according to the level of passenger value,and identified that middle-end and high-end customers are the target customer base ofhigh-speed rail passenger transport industry.(4) Proposed CRM strategy and CRM system planning of Chengdu-Chongqinghigh-speed rail passenger transport industry, which is created to provide guidance onits implementation of customer relationship management strategies and promote valuecreation between enterprise and customer. |
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