Analysis For Passenger Marketing Of The High-Speed Rail In Chengdu Railway Bureau

Road transportation, civil aviation, water transportation and other modes of transportation rises rapidly, and battle with railway transportation for market share. These battles of market competition become increasingly fierce. While the operation of high-speed rail injects new life into railway market, and railway transportation takes a number of measures to strengthen marketing in the process of promoting reform, but rail transportation is still at a disadvantage level with the market share decreasing in transportation market. The reality of grim situation of transportation market places in front of the railway, the marketing becomes a key factor of the survival and development of railway transport enterprise. Grasping the high-speed rail passenger market demand characteristics, seeking the correct market positioning, formulating and improving marketing strategies, has great significance for restoration and movement of railway restoration.This paper firstly discusses the development of high-speed rail, as well as the status and characteristics of domestic and international rail passenger marketing, and puts forward the lack of passenger marketing in our country according to the practical situation of Chengdu railway bureau. Based on the marketing theory, high-speed rail passenger market microenvironment and macro environment and high-speed rail passenger transport demand are analyzed in detail. Then, the article discusses the market share of various transportation modes, and analyzes high-speed rail passenger market competitors. On this basis, the paper uses STP marketing theory for high-speed rail passenger market to market segmentation, target market and potential market selection. Finally, the paper using the 4P marketing theory focuses on the high-speed rail passenger market marketing mix strategies, including product strategy, price strategy and marketing strategy implementation.Considered high-speed rail marketing objective situation of Chengdu railway bureau, this paper studies high-speed rail passenger market, marketing strategies, and obtains practical scientific marketing methods. The paper has a certain reference value and significance for rail transport enterprises to adapt to market demand, to improve market competitiveness and expand market share.