Study On Brand Effect Of High Speed Railway

In order to meet the demand of passenger for high level transport products in today’s socio-economic conditions, the transport companies are trying to take measures to improve the market competitiveness of their products to gain greater market share. The competition of the goods finally performance as a fierce, brand competition. This study is focus on the High-speed rail, which as the rail transport products of brand may effects the market share of railway transport enterprises.In this paper, high speed railway brand as the research object, based on the classic SCP analytical framework in the theory of industrial organization that the transport market structure, causal relationship exists between brands and their performance of high-speed rail. Market structure, behavior, performance between the existence of causal relationship. Transport market structure determines the high-speed rail brand-building behavior, brand-building decisions of high-speed railway running performance of its transportation business in the market. Based on the above inference, the article focuses on the impact of different market structures under high-speed rail brand to its market competitiveness. Advantage of transport distance is divided to two transport market structure-oligopoly and monopolistic competition, Divided according to the above results to investigate the influence of two different market structures for high-speed railway transport enterprises to implement the brand strategy of this non-price behavior.Draw the following conclusions by the above analysis of the content:(1) The transportation market structure will be gradually changed with the changes of the transport distance;(2) Brand of high-speed railway by reducing the cost of passenger travel choice to affect passenger behavior, and thus an impact on the competitiveness-of the high-speed rail transport product market;(3) Different elements of High-speed rail brand product competitiveness. High-speed rail brands including the product’s core functionality, the basic functions, features and emotional features four levels;(4) Brand of high-speed rail performance under different market structures, the fundamental reason lies in the role of the brand level, the essence of the basic aspects of the technical advantages of the embodiment, the additional dimension is the embodiment of "soft power";(5) Oligopolistic market, the main role is the basic aspects of the brand. Monopolistic competition market, additional dimension play a role in the characteristics of high-speed rail;(6) Brand effect of the competitive market structure is more obvious, brand building is more conducive to optimizing the integrated transport system and good for consumers. Therefore, measures should be taken to optimize the allocation of transportation resources, so that the various modes of transport to the advantage of distance to provide services to meet consumer demand for the breakdown of transport.