Research On The Marketing Strategy Of A Company’s High-speed Rail Advertising Service

Since the 1990 s,our country has vigorously promoted the construction of high-speed railways,and high-speed rail advertising media has been further developed.However,due to the differences in national economic development,the services provided by high-speed rail advertising media companies are also uneven.Beijing,Shanghai,Guangzhou and other places started operating the high-speed rail early,and has rich experience in the operation of high-speed rail advertising media.After years of continuous improvement,a relatively complete set of service standards has gradually formed.High-speed rail advertising media customers have also accumulated relatively mature experience for their service evaluation indicators.The operating mileage of high-speed railways in Southwest China has exploded in recent years,and the marketing of high-speed railway advertising media is relatively inexperienced.At present,the business model of advertising media in high-speed railway stations is mainly based on the way of open investment promotion,subcontracting sales of various types of high-speed railway advertising media in each station and region to various high-speed rail advertising media agents,and then the agents at all levels provide the media to the advertisers.Recommend and finally publish advertising.In this context,the marketing of advertising media by railway media companies lacks a service strategy.Based on the above research background,this article takes Railway Company A as the research object.Firstly,it uses literature review to understand the status quo of domestic and foreign service marketing,domestic and foreign high-speed rail advertising media research status,and form the basic theoretical methods of marketing and domestic and foreign high-speed rail advertisements used in this research.Correct cognition of the media;secondly,use marketing analysis tools to summarize and analyze the macro environment,competitive environment,basic development process and marketing status of Railway A Company,analyze and sort out the company’s service marketing status and existing problems;again use interview and questionnaire survey methods,To find the current six aspects of service marketing problems in Railway A Company: product,price,service process,personnel,channels,and customer market are single,which can verify the current stage of Railway A Company’s service marketing problems;finally Six aspects of the problem,improve the service marketing strategy,solve the existing service problems,and comprehensively improve the competitiveness of the industry through the overall optimization of the marketing strategy.This article focuses on the research on the marketing strategy of high-speed rail advertising media services in Southwest China.Its research results provide guidance and suggestions for the formulation and improvement of high-speed rail advertising media marketing strategies in other regions of my country.Public bus and tram advertising media,civil aviation transportation advertising media,etc.)The improvement of marketing strategies has certain reference significance.