Study On Marketing Strategy Of Transportation Service Of Wuhan-guangzhou High-speed Railway

Safe, high speed, on time, high transport volume, minimum land use and low energy are unique features of high-speed rail transport. China has reached one threshold level of economic, traditional railway system will no longer satisfy the need of the mass in cross-township transport. As the cost of energy and demand for environmental protection escalates, high-speed rails have gradually surfaced as a competitive mode of transport as other modes in inter-city traveling. Furthermore, it is able to bring regional developments.However, the Wuguang high-speed rail is the fisrt line over 1000km in china, so this transport is a new industry in China There has been no hands-on experience in the passenger service. How then, through the development of marketing strategy and implementation, so as to promote the service quality and customer satisfaction, has been a primary operations objective of high-speed railways. This motivated the need to study the service marketing strategy in high-speed rail transport.The Wuguang High Speed Rail Corporation is the subject of this study.The 7P marketing mix of the service industry was the theoretical foundation.Historical data on the service and marketing strategies of high-speed railways in countries such as Japan, France and Germany were collected. Then will design related questionnaire by the above date. Finally, an appropriate service and marketing strategy was developed by analyzing the data.The results show, the Wuguang High Speed Rail needs to first build a brand image of safety and credibility. It needs to schedule in line with its target passenger group and develop a comprehensive product strategy for its target customers. Having done that, it needs to propose competitive price strategies and promotion programs on corporate customers and travel agencies. Making use of the comprehensive internet network, and more convenient channels should be further developed. Furthermore, the company needs to solve the problem of passenger transfers in station areas gradually. This is necessary to promote the overall service quality, satisfy divergent needs of the target market, and build up a recognized brand in high-speed railway transport.Then, the recommendations made to GRC will be compared with service and marketing strategies in other countries. It is hoped that the results wil be adopted by GRC and any other railway corporations in china to develop high-speed railway, some practical reference in planning their marketing strategies.