Research On Marketing Mix Strategy Of Nanchang Railway Bureau Passenger Transport Market

Nanchang Railway Bureau is located in Beijing Kowloon line,Shanghai Kunming line in the Middle,East to connect the "Yangtze River Delta",the south connected to the "Pearl River Delta",covering the Poyang Lake Ecological Economic Zone,Gannan Red tourist area and the Straits Blue Economic Experimental Zone,Play a key role in China's railway network from east to west and North South interchange.But in the continuous improvement and development of the domestic market economic system under the background of the national economy to maintain rapid development momentum,the passenger market competition becomes increasingly fierce,whether it is the rapid development of highway or aviation industry,will cause serious impact on railway transportation,railway passenger market share occupy in the market is gradually shrinking,the prospect of railway is not optimistic.In recent years,although the railway transportation industry in promoting reform,improve the marketing done,but did not make the overall standard of railway passenger service has been significantly improved,the market competitiveness is weak problem has not been solved.Faced with the grim situation of the transport market,it is imperative to establish a set of practical marketing strategies.Based on modern marketing theory as the basis,the railway passenger transportation market in Nanchang as the research object,the development process of the Nanchang railway passenger external and internal use of SWOT analysis method,advantages and disadvantages,opportunities and threats analysis,Jiangxi Province,Fujian Province,the railway passenger market demand analysis and survey data as the basis,According to the customer characteristics,travel distance and travel time of the railway market segmentation,points out the target market orientation,learning the useful experience of developed and developing countries overseas railway passenger transport marketing at the same time,the marketing strategy of our railway passenger market,put forward the marketing strategy of product,channel,promotion,price and service environment and public relations six aspects based on the above,I hope to improve Nanchang Railway Bureau passenger transport marketing level.