Research On Customer Relationship Management Of High Speed Railway Passengers Of Different Catigory Based On Customer Value

In August2008, the Beijing-Tianjin Inter-city High-speed railway started operation. It marked the beginning of "High-speed Railway Age" of China’s railway system. As passengers have diversified choices of transportation and demand for better services, the competition among airlines, land transportation, water transportation and railways has become intensified. As the only government-operated transportation system, the railway has to speed up its pace toward marketization. Therefore, an effective customer relationship management system becomes a top priority for the management of high-speed railways.The importance of Customer Relationship Management (CRM) for China high-speed rail (HSR) has two fold. On the one hand, CRM helps HSR reasonably allocate resources, continuously attract and nurture high value customers, in order to maximize profitability. On the other hand, CRM help HSR improve brand image, break aways from the competition, and remain comparative advantage.This paper researches on HSR customer relationship management by investigating on customer value and classification.Firstly, in this paper, we elaborate on of CRM theories by looking at examples in the aviation industry, telecommunication industry and foreign high-speed rails. Secondly, we analyzed the characteristics of China high-speed rail market, products, and passenger customer. Finally, we applied Philip kotler’s customer delivered value model and constructed our own model of customer value on different classification of passenger customers, then put forward the high-speed rail passenger customer classification management scheme.This paper uniquely presented a few points. Firstly, based on customer classification, the HSR passenger customer value system model is constructed. This research has not been done before on high-speed rail passenger customer value system. Secondly, in reference of advanced industry customer management experience, with high-speed rail different categories customer value system as the basis, we put forward a high-speed rail different category passenger customer relationship management plan. This is also new to the research on HSR passenger customer classification.