本文關(guān)鍵詞：基于顧客價值的高速鐵路市場營銷策略研究　出處：《北京交通大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 高速鐵路 顧客價值 市場營銷

【摘要】：隨著社會主義市場經(jīng)濟體制的不斷完善,全國運輸市場結(jié)構(gòu)也發(fā)生著巨大的變化。在高速鐵路快速發(fā)展的新形勢下,鐵路旅客運輸企業(yè)要想抓住機遇,迎接挑戰(zhàn),就必須樹立現(xiàn)代經(jīng)營理念,健全市場營銷策略,積極參與市場競爭。自上世紀80年代顧客價值理論的興起至今,顧客價值理論已成為管理、特別是市場營銷研究領(lǐng)域一個日益引起重視的理論。作為一名“產(chǎn)學研”模式下培養(yǎng)的工程碩士,筆者深入高速鐵路生產(chǎn)一線,結(jié)合鐵路運輸企業(yè)的實際情況,將顧客價值理論運用到高速鐵路的市場營銷策略研究中,力圖增加高速鐵路的市場份額,提高企業(yè)效益。 雖然顧客價值已成為眾多學者和企業(yè)家關(guān)注的焦點,成為21世紀企業(yè)競爭優(yōu)勢的新來源。然而,時至今日,應該說關(guān)于顧客價值的研究尚處于初級階段,因為目前國內(nèi)外學者對顧客價值的概念,以及顧客價值究竟應包含哪些內(nèi)涵尚存在不同意見。在本文的研究中,作者對顧客價值的發(fā)展以及內(nèi)涵進行梳理后,首先提出了高速鐵路顧客價值的概念,然后在此概念的基礎(chǔ)上進行了大量的調(diào)研并運用數(shù)理統(tǒng)計等理論知識,開發(fā)了高速鐵路的顧客價值測量表,進而結(jié)合顧客價值測量的模型和方法對高速鐵路顧客價值進行了測量,為制定高速鐵路市場營銷策略提供了理論和數(shù)據(jù)支撐。最后,本文根據(jù)高速鐵路顧客價值的研究成果,對高速鐵路運輸市場進行了SWOT分析,并從產(chǎn)品策略、服務策略、價格策略、渠道策略等方面提出了高速鐵路的市場營銷策略。
[Abstract]:With the continuous improvement of socialist market economic system, the national transportation market structure has undergone great changes. In the new situation of the rapid development of high-speed railway, the railway passenger transport enterprises to seize the opportunity, meet the challenge, it is necessary to establish a modern management idea, perfect marketing strategy, and actively participate in market competition. Since the rise of the last century in 80s, the theory of customer value, customer value theory has become the management, especially the marketing research field an increasingly attention theory. As a "research" training mode of engineering master, the front line of high speed railway production, combined with the actual situation of Railway transportation enterprises, using the theory of customer value to market research the marketing strategy of high-speed railway, high-speed railway to increase market share, improve the efficiency of the enterprise.
Although it has become the focus of many scholars and entrepreneurs pay attention to customer value, become a new source of competitive advantage in twenty-first Century. However, today, it should be said that the research on customer value is still in the initial stage, because the current domestic and foreign scholars on the concept of customer value, and customer value should include what meaning there are different views. In this paper, the development and connotation of customer value after carding, first proposed the concept of high-speed railway customer value, then based on the concept of a lot of research using mathematical statistics and theory of knowledge, the development of customer value measurement table of high-speed railway, and then combined with the model and method of customer value the measurement of high speed railway customer value measurement, provide theoretical and data support for the formulation of the marketing strategy of high speed railway market. Finally, this paper According to the research results of high-speed railway customer value, SWOT analysis of high-speed railway transportation market is carried out, and the marketing strategy of high-speed railway is put forward from the aspects of product strategy, service strategy, price strategy and channel strategy.

【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F532

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本文編號：1361190