Marketing Strategy Research For Shenzhen Railway Passenger Transport Market

Railway passenger transport has a strong adaptability to the vast land area and the lower per capita income in China, and it plays an extremely important role in the integrated transport system. But with the perfection of market economy system and rapid development of national economy, the competition in passenger transport market is becoming more and more heated. The airline passenger industry and road passenger industry are developing fast and form a sharp blow to the railway passenger industry, especially the fast constructions of the highway which establishes its absolute advantage in short-distance transport. And the airline passenger industry scrambles the long-distance shares with its marketization in tickets fees. Under such a passive environment, the railway passenger industry is in urgent need of a complete set of marketing plans to cope with the strong market blows. So the research on railway passenger marketing is very important.The concept of marketing and a variety of marketing tools has been a part of various general merchandise sales process. Because of higher level of marketization of road and air travel in China, marketing tools have been wildly used in their products sale and have got many remarkable results. The basic principle of the marketing is proposed basing on the market demand, characteristics or behavior of the market segments, which are used to develop different products and to put forward different combination marketing policies to the different customers to enhance the attractiveness of the product purchase. As businesses with limited resources, companies can only be positioned in the target market segment of the market on a limited number. Therefore, the creating of maximum of customer value and corporate profits would not be existed until all the attractiveness of market segments have been assessed and the advantage corporate resources have been centralized to focus on enhancing the most advantage of one or several segments of the market and the combination of marketing strategy of corresponding control must has been adopt.This paper analyzes the transportation system and studies the modern marketing system. Based on the research analysis on Shenzhen railway passenger transport, the paper subdivides the railway passenger market according to passengers, distances and times, and locates the target market. The paper points out a general marketing strategy:focused mainly on short-medium distance market, fully developing the long-distance and certain medium distance market, and properly developing super-short distance and certain short distance market. Based on this strategy, this paper proposes a combined marketing strategy that integrates products, price, promotion and distribution.With the help from the SWOT analysis, the situation of outside and inside, advantage and disadvantage, opportunity and menace in the development of rail passenger transport now in Shenzhen are clearly shown out, and four developing strategies are analyzed out. Finally, all the analysis gives the conclusion that:if the rail passenger transport needs to develop forward forever, the fast developing moment must be hold, all of the advantages of the transport must be expressed, all of the disadvantages must be overcome, the price must be adapted to the market law, the core of the products must be on the customers, the new product must be exploit out, the service onboard must be improved, more ticket services must set, the demand of the passenger must be meet, the good public image must be set up.At last, it is pointed out that, as the main way of passenger transport, railway transport would get its own market sharing and thick profit during the fierce competition in the passenger transport market if it could recognize and express its superiority, obey and utilize the market law, and choose some reasonable and effective competitive strategies to participate in marketing. So the railway passenger transport would still be with good prospect.