With the sustained, rapid and healthy development of the national economy and the implementation of the leap-forward development strategy of the railway, the passenger and freight volume and transportation income of the railway have continued to grow, especially the fifth large-scale speed-up map adjustment of the whole railway, which has achieved remarkable social and economic benefits. However, the contradiction between railway transportation capacity and demand is still very prominent. In the face of increasingly fierce competition in transportation services, the foundation of success must be firmly rooted in service.

(1) price strategy. There are three main factors that affect the pricing of service products: cost, demand and competition, and the price of service must also be studied in combination with the basic characteristics of service. According to the railway marketing practice in recent years, it is suggested that the current railway transportation price strategy should adopt the comprehensive pricing method, that is, the cost pricing method should be given priority to, and the demand and competition factors should be considered comprehensively. Focusing on cost pricing is conducive to improving the marketing awareness and cost awareness of all railway enterprises, cost control and performance appraisal, and improving the overall efficiency of enterprises. Reasonable pricing according to different market demand and competitive state is beneficial to the balance between supply and demand of transportation enterprises and the best matching of transportation capacity and market demand; Conducive to improving product quality and product image; It is beneficial to draw lessons from the cost, price and profit rate of competitors and formulate appropriate price strategies.

(2) Channel strategy. The sales strategy adopted by the railway is direct sales plus a small amount of distribution in individual service links. Direct selling is an effective channel strategy for railway transportation, but there are also some problems that must be improved. ① The direct selling channels are not smooth. The problems reflected in the ticketing transportation system and mechanism, the disadvantages of "sitting in business" still exist, and the problems of passengers' difficulty in buying tickets and shippers' difficulty in consignment have not been fundamentally solved. From 65438 to 0999, Zhengzhou Railway Bureau conducted an extensive freight market survey. The results show that 59.3% of customers are satisfied with the freight and basically satisfied, and the dissatisfaction rate reaches 40.7%. Among them, the dissatisfaction rate of freight forwarder's service attitude, handling wagon plan, transportation limitation and out-of-price charges is about 50%. ② Not giving full play to the advantages of direct selling. The advantage of direct selling lies in the differentiation of featured service products. However, from the feedback of customers, the current demand and the changes of these demands show that the railway has not done enough in personalized service and customer information reflection. ③ The distribution channels are not perfect. Although the railway has made some beneficial explorations in the distribution modes such as ticket agent, freight forwarder and contract transportation, the real distribution network has not yet been formed and the distribution function is not ideal. In the process of passenger ticket sales, it is necessary to form a ticket sales network with self-sales as the mainstay and agency as the supplement. In terms of freight sales channels, it is necessary to add freight service outlets and open "trackless stations" to smooth sales channels; Simplify freight handling procedures and implement the system of "one window, one ticket to the end, one charge"; Strengthen information construction, further develop distribution channels such as freight forwarders, develop owner information management system, and carry out personalized services on the basis of computer application system for freight plan approval and freight ticket information management, so as to form differentiated competitive advantages.

(3) Promotion strategy. When the railway uses the promotion strategy, it must first make clear the goal of promotion, that is, to create enterprise visibility and establish railway reputation; Or change customers' attitude towards the railway to attract passengers and goods. Secondly, we should use the service promotion strategy correctly and avoid blind promotion. (1) Use media advertisements such as TV, radio and newspapers with caution, and make full use of the advantages of railway station and bus advertisements. At the same time, do a good job in public relations marketing and strengthen positive reports and publicity. (2) In terms of personnel promotion, it is necessary to give play to the promotion role of enterprise-related service personnel. (3) Reasonable design of promotion combination, so that various promotion methods complement each other and complement each other. (4) advertising should also be carried out for employees. Advertising not only encourages consumers to buy services, but also regards employees as the second audience and encourages them to improve the quality of services.

(4) Service operation management. Railway service operation management involves the whole process and every link of transportation product production. According to the characteristics of railway transportation operation, the production resources of enterprises are systematically managed by using systematic methods, and the traditional production service process is reformed and optimized. ① The transportation capacity arrangement should try to keep a dynamic balance with the demand. Excessive railway transport capacity may lead to uneconomical operation, while too small transport capacity will lead to inefficiency and customer disgust. ② Pay attention to customers' participation in the service process. Although service personnel are one of the elements of the service system, they should try their best to help customers, but they cannot completely make up for the imperfection and inefficiency of the overall service system. The design of service system must focus on customer demand, not only to adjust the interaction between service personnel and service system, but also to improve the interaction between consumers and service personnel.

(5) tangible display strategy. At present, the focus of service marketing has gradually shifted to improving the tangible degree of service from the perspective of marketing. Railway departments must attach great importance to using marketing means to improve the tangible degree of service. We should not only improve the satisfaction of existing customers, but also strive to attract potential customers; We should not only pay attention to the core display, but also make a fuss about the edge display; It is also necessary to understand the customer's demand for the service of this enterprise, so as to form more consistent expectations and reduce the customer's sense of uncertainty and risk in service quality. ① Improve the tangible degree of service. Try to present all kinds of service content with clear data, and provide customers with clues of service visualization. ② Compare the service content of this enterprise with competitors to distinguish different competitors. (3) Use language, graphics, audio-visual, real-life or operational demonstration to display the service content, and do a good job in corporate image design strategy. ④ concretize the corporate image with tangible objects. Provide customers with tangible objects, vividly and concretely publicize the corporate image. ⑤ Make full use of customers' oral publicity. You can introduce the expert's appraisal opinions to customers, publicize the evaluation of the company's services by satisfied customers, and improve the credibility of information. ⑥ Strengthen the influence of corporate brands. Try to increase the amount of information delivered to customers per unit time, and help customers form the confidence to switch brands.