Research On Services Marketing Strategy Of Chinese High-speed Rail Passenger Market Based On The Analysis Of Service Quality

Since tne consirution of nign-speeu fall, it prays an increasingly importain fole to the development of society, the amount of high-speed rail passenger has increased steadily, which makes the competition of passenger market is more fierce, so improving service quality and service marketing strategy is an important weapon to maintain market share. As the service of high-touched, high-speed rail passenger service has a big difference with the service of general railway passenger market service, so we can’t copy the general railroad passenger marketing strategy to the high-speed rail passenger service market simply. Through reading related materials, the author finds that many scholars did research on service quality and marketing strategies of the general railway passenger market, while the high-speed rail passenger market service quality and marketing strategy lacks study deeply. So the author takes Beijing Southern Rail Station for example, puts forward services marketing strategy based on the analysis of high-speed rail passenger service quality.The paper introduces the research background, research methods, research issues and research purposes and so on firstly, then describes and analyzes the service quality and marketing strategies of domestic and international railway passenger market after reading relevant literature.Taking Beijing south railway station as an example, investigating the problems of service quality of high-speed rail passenger service market based on Servqual model and service gap model. The results show that China’s high-speed rail passenger market has many issues, such as high-speed rail fare lacks flexibility, brand management is not perfect, service delivery is not seamless as well as other four problems. Then the author proposes services marketing strategies accordingly, including high-speed rail passenger market segmentation, improving the existing online and offline channels, cultivating the flower of high-speed rail passenger market, strengthening passenger service relationship management and so on. The author hopes providing suggestions for the development of high-speed rail passenger market. At the end of the paper, the author points out main research conclusions, the limitness of the research and the further research direction.