Research On The Service Marketing Strategy Of Nanjing-Hangzhou High-speed Railway Based On Service Quality Analysis

Nanjing-Hangzhou high-speed railway Is an important link connecting Nanjing,Hangzhou as an important part of the "Yangtze River Delta" high-speed railway network,builts a one-hour economic circle of Nanjing,Shanghai and Hangzhou.With the development of China's high-speed rail technology,Jiangsu and Zhejiang region people's living standards improve,and other modes of transport development,in the fierce market competition under pressure,the general passenger train service has been unable to meet the needs of Nanjing-Hangzhou high-speed rail passengers.Based on the investigation of domestic and foreign service quality and the research and study of service marketing strategy results,this paper chooses SERVQUAL service quality evaluation model as the basis to investigate passenger's satisfaction with to Nanjing-Hangzhou high-speed rail service,combining with 7Ps(Product,Price,Place,Promotion,Personnel,service process,Physical evidence)service marketing theory,the service marketing strategy of Ninghang high-speed rail is analyzed and the suggestions are made.This cpaper is divided into five chapters,the first chapter summarizes the development of China's high-speed rail and Nanjing-Hangzhou high-speed rail and combs the relevant research at home and abroad.The second chapter elaborates the change and development of service marketing theory and the content and service quality of high-speed rail service The third chapter analyzes the service marketing strategy of Ninghang high-speed rail by means of the data obtained from the questionnaire survey.The fourth chapter analyzes the service marketing strategy of Ninghang high-speed rail service according to the previous research and analysis And the fifth chapter summarizes the research results of the previous study,and prospects the future research.