| With the rapid development of various modes of transport, the transport market competition is becoming increasingly fierce, enhance the core competitiveness and expand market share has become the urgent problem of railway enterprises. In order to allow consumers to choose their own products in a range of transport products, the railway companies need to launch the transport products which have a strong brand position and lasting business. Through the brand to get the recognition of consumers, stimulate their desire to buy, strengthen the confidence of consumers to buy, to build a competitive line of defense to resist the attack of competitors.Based on the life cycle theory, systematic research the laws of brand sustainable growth force about railway transport brand products. First summarizes domestic and foreign-related theory and practice of research trends, based on the above defined the concept of Railway Transport Brand Products. Secondly elaborated the brand life cycle theory, introducing the concept of brand sustainable growth force, from two aspects of brand marketing and the particularity of railway transport products to analysis the influencing factors of brand sustainable growth force about railway transport brand products, respectively, to build evaluation index system for brand sustainable growth force of railway passenger and freight transport brand products, and through the application of AHP fuzzy comprehensive evaluation method to evaluate them. Finally, by the empirical analysis of the existing railway passenger and freight transport brand products which are belong to the Hohhot Railway Bureau, to verify the evaluation Index system is scientific and comprehensive. And according to the evaluation results, this paper puts forward some measures from the aspect of the brand foundation ability, risk control ability, service ability, management ability and market ability to improve the brand sustainable growth force Hohhot Railway Bureau’transport brand products. |
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