Research Of Passenger Transportation Online Behavior Advertising Strategy In High Speed Railway Company A Based On Targeted Advertising

Ever since China’s reformation and openess to the outside world,civil aviation,highway and other transportation companies have started the process of reforming and developing with the market guided.My country’s railway industry with decades of business operation,was once the main artery of domestic economy,gradually constructing high-speed railways.With the institutional spring breeze of state-owned enterprise reform,it has begun to progressively change its development strategy,trying to adopt a looser mechanism,more flexible prices and better service,in order to join the intensified battle in the passenger transportation market share with competing companies such as civil aviation and highway in the field of transportation.However,because the railway companies under the National Railway Group Corporation still retain strong state-owned enterprise characteristics in terms of operating methods and management concepts,and often occupy a monopoly position in the regional transportation market,railway companies is often in a passive state in the increasingly competing transportation market.Although the reformation of railway enterprises has been continueing deepen in these years,the railway A group company(hereinafter referred to as railway A company,A company),one of the subsidiaries of China Railway Group,has already greatly upgraded the quality in services and products to passengers,but still,it has to confront the market status quo of poor reputation and slow passenger revenue growth.Reflected on the marketing level,there are mainly problems such as the inability of digital marketing concepts to keep up with the changes of the times,and the inability of high-speed rail online advertisements to properly reflect services and products.The slow market response is the result of company A’s weak competitiveness and poor image in the passenger transportation market.To face the severe competition in the passenger transportation market,especially in the post-epidemic era,changes in railway passenger operation and sales strategies and online advertising strategies might become an important factor for A company to win greater market recognition.This thesis takes the current situation of the railway passenger transport market of Railway Company A as the background,takes the past advertising campaign cases of Company A’s passenger operation and sales project as the research object,uses management and statistics and other relevant theoretical knowledge to analyze the railway passenger operation and sales environment in Southwest China.Analyzed the current situation of A company’s passenger transportation online advertising,sorted out the existing problems,and established A company’s online advertising research model based on the online advertising communication theory,the form,audience positioning,content theme,use the company’s online advertising platform Analyze and summarize the directional strategies such as time and location and the implementation of guarantee strategies.By analyzing the status quo of marketing projects,online advertising platforms and potential consumers,we are looking for more scientific and rational online marketing ideas and programs,so that company A can reduce blindness in the implementation of online advertising,and through effective use and combination of online advertising platforms The channel resources of the company can improve the advertising effect within the controllable cost,further reduce the marketing cost,and promote the growth of passenger transportation sales revenue,so that the high-speed rail passenger transportation service of Company A will seize the leading position in my country’s transportation market.