本文選題：深圳鐵路客運(yùn)市場 + 市場細(xì)分��； 參考：《西南交通大學(xué)》2012年碩士論文

【摘要】：鐵路客運(yùn)是一種大眾化、大容量、全天候的客運(yùn)方式,對(duì)我國廣闊的國土面積和較低的國民人均收入有極強(qiáng)的適應(yīng)性,長期以來在我國的綜合運(yùn)輸體系中占有著極其重要的地位。但是隨著我國市場經(jīng)濟(jì)體制的不斷發(fā)展和完善,國民經(jīng)濟(jì)的快速發(fā)展,客運(yùn)市場的競爭日益激烈,發(fā)展勢頭強(qiáng)勁的航空客運(yùn)和公路客運(yùn)對(duì)鐵路客運(yùn)的沖擊愈來愈大,特別是高速公路的發(fā)展使公路客運(yùn)在短途占盡了優(yōu)勢,而長途市場則由于航空客運(yùn)票價(jià)的市場化,折扣機(jī)票使航空客分擔(dān)不斷上升。鐵路客運(yùn)在這種極其被動(dòng)的條件下,需要有一套完善的營銷策略以抗擊強(qiáng)烈的市場沖擊,因此,鐵路客運(yùn)營銷方面的研究具有十分重要的現(xiàn)實(shí)意義。 市場營銷的概念和各種營銷手段早已融入了各種普通商品的銷售過程之中,公路和航空客運(yùn)由于市場化程度較高,在其客運(yùn)產(chǎn)品中也有較為廣泛的應(yīng)用,成效顯著。其基本原理是根據(jù)市場需求、特征或行為對(duì)市場進(jìn)行細(xì)分,開發(fā)不同的產(chǎn)品,并針對(duì)不同的購買群體組合不同的營銷策略以增強(qiáng)產(chǎn)品購買吸引力。由于企業(yè)資源有限,企業(yè)的目標(biāo)市場只能定位在數(shù)量有限的細(xì)分市場之上。所以,必須對(duì)每一個(gè)細(xì)分市場的吸引力程度進(jìn)行評(píng)估,集中企業(yè)優(yōu)勢資源,重點(diǎn)增強(qiáng)一個(gè)或數(shù)個(gè)最具優(yōu)勢的細(xì)分市場產(chǎn)品,并采用對(duì)應(yīng)可控的組合營銷策略,才能創(chuàng)造最大的顧客價(jià)值和企業(yè)利潤。 本文以交通運(yùn)輸系統(tǒng)分析和現(xiàn)代市場營銷等理論為理論依據(jù),以對(duì)深圳鐵路客運(yùn)市場的調(diào)查數(shù)據(jù)和需求分析為基礎(chǔ),按乘客的特性、出行距離和出行時(shí)間對(duì)鐵路客運(yùn)市場進(jìn)行了市場細(xì)分,并給出了目標(biāo)市場定位,確定了“優(yōu)先發(fā)展中短途客運(yùn)市場,充分發(fā)展長途和部分中途客運(yùn)市場,適度發(fā)展超短途和部分短途客運(yùn)市場”的總體營銷戰(zhàn)略,并在此基礎(chǔ)上提出了產(chǎn)品、價(jià)格、促銷和分銷一體化的組合營銷策略。 文章借助SWOT分析法對(duì)深圳市鐵路客運(yùn)發(fā)展中外部和內(nèi)部、優(yōu)勢和劣勢、機(jī)會(huì)和威脅等各個(gè)方面情況做出了分析,并綜合SWOT分析得出的四種發(fā)展戰(zhàn)略,指出深圳站必須抓住目前鐵路大發(fā)展的契機(jī),發(fā)揮鐵路客運(yùn)優(yōu)勢,克服鐵路自身的種種弊端,適應(yīng)市場價(jià)格競爭機(jī)制,以旅客服務(wù)為核心,努力開發(fā)新產(chǎn)品,改善運(yùn)輸產(chǎn)品服務(wù)質(zhì)量,完善購買渠道和售票機(jī)制,才能方便和滿足旅客需求,樹立鐵路客運(yùn)企業(yè)形象,并最終實(shí)現(xiàn)鐵路客運(yùn)的長期可持續(xù)發(fā)展。 最后,論文指出,鐵路運(yùn)輸作為我國目前最主要的客運(yùn)出行方式,只要能夠充分認(rèn)識(shí)和發(fā)揮自身的優(yōu)勢,遵循和利用市場規(guī)律,在客運(yùn)市場中采取合理有效的競爭策略,針對(duì)市場展開營銷,就能夠在客運(yùn)市場的激烈競爭中分得自己應(yīng)有的市場份額和豐厚的利潤,鐵路客運(yùn)的前景依然廣闊。
[Abstract]:Railway passenger transport is a popular, large-capacity, all-weather mode of passenger transport, which has a strong adaptability to the vast land area and low per capita income of the people in China. For a long time in our country's comprehensive transportation system occupies the extremely important position. However, with the continuous development and improvement of the market economy system, the rapid development of the national economy, the increasingly fierce competition in the passenger transport market, the impact of the strong development of air passenger transport and road passenger transport on railway passenger transport is becoming more and more serious. Especially the development of highway makes the highway passenger transport take advantage of short distance, while the long-distance market is due to the marketization of air passenger fares, discount tickets make the airline passengers share rising. In this extremely passive condition, railway passenger transport needs a set of perfect marketing strategies to resist the strong market impact. Therefore, the research on railway passenger transport marketing has very important practical significance. The concept of marketing and various marketing methods have already been integrated into the sales process of various ordinary commodities. Because of the high degree of marketization, road and air passenger transport has also been widely used in its passenger transport products, with remarkable results. The basic principle is to subdivide the market according to the market demand, characteristics or behavior, develop different products, and combine different marketing strategies according to different purchasing groups in order to enhance the purchasing attraction of products. Because the enterprise resources are limited, the target market of the enterprise can only be positioned on a limited number of market segments. Therefore, it is necessary to evaluate the attractiveness of each market segment, to concentrate the enterprise's superior resources, to focus on enhancing one or more of the most advantageous market segments, and to adopt a corresponding controllable combination marketing strategy. In order to create the maximum customer value and corporate profits. Based on the theories of transportation system analysis and modern marketing, and based on the survey data and demand analysis of Shenzhen railway passenger transport market, this paper is based on the characteristics of passengers. The travel distance and travel time subdivide the railway passenger transport market, give the target market orientation, determine "give priority to developing the short-distance passenger transport market, fully develop the long-distance and part of the halfway passenger market," On the basis of the overall marketing strategy of developing ultra short distance and part short distance passenger transport market, the combined marketing strategy of product, price, promotion and distribution is put forward. With the help of SWOT analysis, this paper makes an analysis of the external and internal aspects, advantages and disadvantages, opportunities and threats in the development of railway passenger transport in Shenzhen, and synthesizes the four development strategies obtained by SWOT analysis. It is pointed out that Shenzhen station must seize the opportunity of the great development of railway at present, give full play to the advantages of railway passenger transport, overcome all kinds of disadvantages of railway itself, adapt to the market price competition mechanism, take passenger service as the core, and make great efforts to develop new products. Only by improving the service quality of transportation products and perfecting the purchasing channels and ticket selling mechanism can we meet the needs of passengers, set up the image of railway passenger transport enterprises, and finally realize the long-term sustainable development of railway passenger transport. Finally, the paper points out that railway transportation is the most important passenger transportation mode in our country at present, so long as it can fully understand and give play to its own advantages, follow and utilize the market law, and adopt reasonable and effective competitive strategy in the passenger transport market. Aiming at marketing, we can get our own market share and rich profit in the fierce competition of passenger transport market, and the prospect of railway passenger transportation is still broad.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F532;F274

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本文編號(hào)：2013176