Research Of Ha Da High-Speed Railway Marketing Strategy Based On Service Quality Evaluation

With China’s rapid economic development and the formation of world economic integration,the railway facing the external market has changed fundamentally,railway passenger business is strongly influenced by the competitive pressures brought about by road, air traffic, and the transport market competition is becoming increasingly fierce.With the rapid development of China’s high-speed rail,China’s railway is facing many opportunities and challenges, to be able to actively participate in the competition in the transport market, so as to promote high-speed rail passenger services to improve their competitiveness and sustainable development, come up with effective, targeted marketing strategy is particularly important.The selected topic by analyzing the development status of Harbin-Dalian High SpeedRail, elaborated the theory of the service quality and services marketing theory, thus further departure from the perspective of passenger demand,the establishment of a passenger service quality evaluation system which is more comprehensive for the Harbin-Dalian high-speed rail, indicators of the evaluation system to determine the index weight to determine aspects of the analysis.Combined with the actual situation of Harbin-Dalian High Speed Rail Passenger, learning the SERVQUAL evaluation model, and based on its properties,build a model to evaluate the quality of rail passenger services.Through the design and production of the questionnaire,Conducted a survey of the Harbin-Dalian high-speed rail passenger service quality guest reviews,and analysis of survey data from several,leading to the conclusion. Finally,, based on the evaluation results put forward the Harbin-Dalian HighSpeed Rail service marketing strategy.