Research On Marketing Strategy Of Beijing Railway Passenger Transport

Railway transportation is one of the most important means of public transportation in China,and it is also the lifeblood of a country.In recent years,due to the support of the national policies,coupled with the affiliated railway company,after the establishment of the General Railway Company have been reformed and improved,making the railway passenger transport get extraordinary development and yearly passenger volume increase year after year.However,in the fierce competition of road transport and civil aviation,the market share of the railway passenger transport has no obvious advantages.For example,road transport has the better convenience and accessibility for short distance trips,and civil aviation is superior in speed and service for long distance trips.Therefore,it makes the development of railway passenger transport a little passive.Firstly,this paper investigates the domestic and foreign railway passenger transportation marketing,and analyzes the shortcomings of domestic railway passenger transportation marketing.Before the analysis of the present situation and demand of the passenger transportation market in Beijing,this paper paves the way for the theory of passenger transportation marketing,and has a theoretical foundation,plusing a specific and detailed investigation of the present situation.Then the article adopts the grey model forecasting method.The future demand of Beijing passenger transportation market is forecasted,and the passenger volume,passenger turnover and development trend of Beijing highway,railway and civil aviation in the next three years are forecasted.The advantages and disadvantages of the current railway passenger transportation marketing environment in Beijing are analyzed by using SWOT analysis method.The result of the analysis is that the demand for passenger transportation market is large,but the capacity of transportation capacity is limited at present.Therefore,we need to work on marketing to meet the needs of passengers as much as possible.Because Beijing is a national railway transportation hub,it is very representative,so it is of great significance to his research,and it is located within the jurisdiction of the Beijing Railway Administration Group Co.,Ltd.The research on typical urban railway passenger transport market is helpful to put forward specific marketing strategies to Beijing Railway Administration.The following four aspects of passenger transportation marketing strategy began immediately.They were product strategy,price strategy,promotion strategy and distribution strategy.Using the statistics of Beijing-Tianjin inter-city train,the two aspects of product and price were specifically optimized.This paper introduces the concept of "income expenditure" of passengers,and calculates the "early bird ticket" discount pre-sale to increase the passenger transportation income.Actually,in terms of Beijing Railway Administration,the passenger market demand is still very large.As long as we make full use of our own advantageous resources,seize the favorable opportunities,respect the laws of the marketoperation and adopt reasonable development strategies,it will keep a foothold in the fierce market competition and increasingly expand its market share.