Research On Marketing Strategy Of Commercial Project Of Lanzhou Rail Transit Co.,Ltd

Current situation of urban rail transit planning according to the country,in recent years,increasing investment in rail transit construction,the subway itself operating income is difficult to make up for the loss of public transportation,gap,so for the subway commercial project development is imminent,make effective subway commercial project marketing strategy for the local government and rail transit enterprises to explore new profit point,promoting economic development has important significance.This paper mainly discusses and studies the marketing strategies of commercial projects along lanzhou metro line 1 phase 1 project constructed by lanzhou rail transit co.,LTD.Through the research on the marketing strategy of lanzhou subway business,it can provide references for the healthy and sustainable development of lanzhou subway business project,and help lanzhou railway company to determine new profit channels and gradually solve the company's current situation of loss.At the same time,it can also provide reference for other commercial layout of rail transit to be constructed or operated.Article firstly analyze the marketing status quo of lanzhou city subway commercial projects,again through the PEST analysis and porter five model to analyze enterprise external environment,the existing business on the basis of investigation and in lanzhou city of lanzhou city subway commercial STP analysis,finally according to the combination of the "4 p + 4 c" marketing strategy,in lanzhou city subway business to develop a full range of marketing strategy,at the same time from remodeling business scenario,build the information platform,large data metro "wisdom" is established by use of the three aspects of effective business marketing strategy,and implement the security plan is put forward.