Research on Railway Passenger Transport Marketing: Research on Railway Passenger Transport Marketing.
With the deepening of China's socialist reform and opening up, the rapid development of the socialist market economy and the growth of various economic forces, fierce competition is changing the pattern of the transportation market. Is the railway a transportation industry? Unify the world? In recent years, railway passenger transport enterprises, which have been in the seller's market for a long time and are in short supply, have been seriously challenged by other modes of transportation, and their market share has gradually shrunk. Except for the peak hours of passenger flow such as Spring Festival travel rush peak hours and major holidays, the phenomenon of passenger trains running empty has become commonplace in the whole railway, and there is no popular phenomenon of buying tickets by relationship for fear of no seats. At present, it has entered a sensitive era of customer satisfaction. In this era, there is no customer satisfaction action without customer satisfaction concept, no customer satisfaction result without customer satisfaction action, and no customer loyalty without customer satisfaction maximization. Although there is still a bottleneck that demand exceeds supply in China railway passenger transport in a certain period and region, on the whole, it is ripe for China railway passenger transport service to implement the customer satisfaction differentiation strategy. Therefore, I think we must start with the railway problems, carefully find out the problems existing in the marketing work, and establish the position of railway passenger transport marketing in the whole production and operation activities of railway enterprises, so as to speed up the reform and development of railway passenger transport marketing work.
Keywords: passenger transport marketing; Market; differentiation strategy
China Library Classification Number: F7 13.5 Document Identification Number: A Document Number:1001-828X (2012) 03-0-02.
First, the form of railway passenger transport market
The railway market can be regarded as a waiting room, where you go out and I enter, and you come and go, and the flow will never weaken. If this market is weak, it must be the weak ability of railway enterprises to discover and create. There is no weak market, only weak railway enterprises and their development capabilities.
To discover and create market opportunities, we must first understand and grasp the market environment. Let's learn about the passenger transport operation form of China Railway in 2 1 century: First, the total population will continue to grow, and it will be controlled within1400 million in 20 10, and the total population will increase by about 270 million before 2020. Second, the level of urbanization has improved. It is estimated that 20 10 will reach 45%, and the urban population will reach 450 million and 630 million respectively. Therefore, the growth rate of inter-city passenger traffic of China railway will continue to be higher than the growth rate of total passenger traffic. Third, the sustainable development strategy will continue to be China's national development policy, which will effectively coordinate population control, energy conservation and environmental protection and achieve a virtuous circle. Fourth, people's travel by train has increased significantly. It is predicted that by 20 10 and 2020, the number of railway passengers will be1500 million-1500 million and 2.4 billion-2.52 billion respectively. The average number of rides per capita per year is1.07-1.1.1.53-1.62; 1966 -2000; 2000 -20 10; From 20 10 to 2020, the growth rate of sending volume will be 1.5%-2.3%, 4. 1%-4.2% and 4.8%-5. 1% respectively. It can be seen that the number of trips per capita will increase by 1 times in 2020. Fifth, the railway is still the main mode of passenger transport in China. Railway is not only the main force of medium and long-distance passenger transport, but also the main force of medium and short-distance passenger transport between cities in relatively developed regional economies. In the urban rail transit system, suburban railway is an important part.
Therefore, there must be a fundamental change in the guiding ideology, management concept and organization mode of railway passenger transport. Hardware? Equipment and? Software? Services must also be fundamentally improved.
The competition in the railway passenger transport market is fierce. Highway, water transport and air transport are competitors of railways, which makes us feel the crisis. But we must not lag behind, we must catch up and look for passenger demand with our heart. This sentence means that we should start from ourselves and think from the passenger's point of view, so as to find the passenger's needs. Whoever discovers the potential passenger demand first will not face fierce market competition, and will quickly grasp the initiative of the market, so that the railway industry can obtain greater economic benefits.
Second, the railway marketing positioning
Railway marketing positioning is to create a distinctive and impressive personality or image of railway passenger transport enterprise products according to the position of existing products in the railway market in the passenger transport market and the importance that passengers attach to the characteristics or attributes of transport products, and vividly convey this image to passengers, so as to determine the appropriate position of products in the market. For us, market segmentation, target market, market positioning and other issues should be specifically designated through marketing strategic planning, so that marketing integration can become a colorful combination? Magic board? This is the main content of our innovation. First of all, the railway marketing strategy is mainly composed of the coordination of enterprise management objectives and marketing mix factors; Secondly, this combination is a powerful means to deal with competitors. With this powerful weapon, we can give full play to our potential advantages, occupy the passenger transport market and obtain the best economic benefits. Thirdly, this combination is a bridge to coordinate the internal normal work of railway passenger transport enterprises. It is not only the responsibility of our window industry, but also the comprehensive performance of our railway passenger transport department. Clever use of this combination can directly affect the market share of railway transportation products. Specific practices:
(1) Transportation adapts to the transformation of transportation quality. Railway passenger transport at the expense of passenger comfort is unsustainable, because it will greatly reduce market share. Railway passenger transport must attach importance to transport quality and maintain the necessary comfort of passengers, that is, passenger transport must change from transport adaptability to transport quality.
(2) From managing passengers to actively serving passengers. From the time passengers get on the bus to buy tickets and check their luggage, all travel and ride links and railway passenger service departments should provide convenience and create conditions for passengers to reach their destinations safely and conveniently. This is the purpose and purpose of passenger transport management.
(3) Change from single-ticket system to multi-price ticket system. All railway bureaus (group companies) should make full use of the autonomy of setting prices given by the Enterprise Law or the Company Law, establish a flexible freight rate mechanism, and adopt multi-price fare pricing methods for common use according to the changes of transportation market, place and time. The peak and valley fares are implemented, and the fares of better lines are high, and vice versa. Connecting with the market and enhancing the railway competitiveness.
(4) Adapting from medium and long distance to long, medium and short distance in all directions. At present, the passenger flow over 200KM accounts for 40% of the total passenger flow, and the short-distance passenger flow accounts for about 60%. However, expressways do focus on the short-distance passenger transport market, and this commercial competition has a great impact on society. In order to make railway passenger transport occupy a place in the whole social transportation market, railway passenger transport should change from medium-long distance to long-medium-short distance.
(5) From focusing on ability to focusing on economic benefits. Passenger service quality and capacity utilization rate should be coordinated and reasonably distributed. However, in today's fierce competition in the transportation market, the railway management concept must be changed, the capacity utilization must obey and serve the economic benefits, and the railway passenger transport should be changed from capacity-centered to economic benefits-centered.
Therefore, no matter what kind of innovation, what kind of strategy is to meet the needs of passengers. The lifeline of the railway passenger transport market is to transport goods well, sell well and meet the travel needs of passengers. Grasping this commanding height of marketing, we will not worry about the growth of income and find the positioning of marketing.
Third, the quality of service determines the railway passenger transport market.
At present, some service standards of China's railway transportation sector are deeply branded with planned economy. The service standard is determined from the working requirements of the railway itself, but it is not enough to consider only the needs of customers. The standard of service quality is to meet the satisfaction of leaders, often working hard where environmental sanitation can be seen and touched, but paying less attention to how to meet the needs of passengers. It can be said that it has gradually entered the misunderstanding of satisfying the leaders rather than satisfying the passengers. Therefore, improving service quality is the fundamental problem to solve who is satisfied. It is necessary to comprehensively sort out the service standards so that the setting of service standards can meet the basic needs and satisfaction of the vast majority of passengers. In other words, only sincere service can move passengers, and passengers are not afraid of no market when they are moved. With the market, our marketing prospects are bright. Make the window unit change from being responsible for the superior to being responsible for the passengers; From where? Passenger-centered management? Where to? Customer-centered service? . Customize all kinds of service contents and standards according to passengers' needs, so that the service has rules to follow. Clear standards, standardized procedures, strict assessment, and clear rewards and punishments. Open the service content and standards to the public, take the initiative to accept social supervision, link civilized service with the interests of employees, reward diligence and punish laziness, reward worry and punish inferiority. The improvement of service quality can be summarized as? Excellent, beautiful, clean, affectionate and safe? Wait a minute.
( 1)? Excellent? Optimize the train operation framework.
Make full and reasonable use of existing railway lines and equipment to transport passengers quickly and conveniently, so as to achieve the dual purposes of satisfying passengers, optimizing passenger transport and economic benefits. Therefore, it is necessary to strengthen the operation organization of passenger trains to make the operation of passenger trains scientific and reasonable in speed, time, traction and formation.
1. Reasonably improve the running speed of passenger trains. The faster the passenger train runs, the closer passengers feel to the station, which reduces the travel time and actually increases the effective utilization time of passengers. In the social environment of market economy, generally speaking, passengers are hierarchical and busy, and their travel choices are railway, highway, civil aviation and other modes of transportation. Therefore, in today's market economy environment, continuously and reasonably improving the running speed of railway passenger trains is the primary prerequisite for gaining an advantageous position in the operation competition.
2. Reasonable organization and operation, especially direct passenger trains. On the basis of continuously and reasonably increasing the speed of passenger trains, it is an important means to attract through-train passengers between many provincial capitals and large and medium-sized cities in provinces and cities. When compiling the operation chart, we should first choose to arrive in the morning and evening, and if the distance is long, we should also choose the best departure and arrival time to meet the passengers' desire for fast and convenient travel.
3. Reasonably organize the operation of ordinary express trains, local trains and mixed passenger and freight trains. In order to attract passengers from small stations near towns along the railway, ordinary express, slow train or mixed passenger and freight trains are used as the main means to reasonably organize ordinary passenger cars to meet the needs of ordinary passengers for general education, commuting, medical care, office and social interaction activities. This kind of passenger train is characterized by punctuality and low price, and has the advantage of running on short-distance roads.
(2)? Beautiful? -that is, beautify the station environment.
Stations and trains are equipment and tools for receiving and transporting passengers, and they are also important signs of railway traffic. Beautiful station environment is not only the need of attracting passengers in China's railway passenger transport, but also the requirement of socialist modern civilization construction. The beautification of the station environment should include beautiful and tidy stations, trains and railways along the way to give passengers comfortable and pleasant enjoyment.
1. The beautification of the station has its own characteristics in the unified standard. Stations are graded according to their geographical location and passenger density. Regardless of the size of the station level, according to the needs of passengers, there should be standardized and unified stations and facilities, such as ticket offices, luggage rooms, waiting rooms, etc. According to the geographical characteristics and historical value of the station, the design and environmental decoration of the station building should be reflected as the finishing touch, making the station a symbol of a city and leaving a deep impression on passengers.
2. The beautification of trains has its own characteristics in neatness and consistency. The beautification of trains is mainly the classification and grouping of old and new car bodies, which are unified, neat and beautiful as new and used in stages. The old car body must be repaired as good as new, showing elegant features, and the new car body should be kept clean, beautiful and applicable in use.
3. The beautification along the railway will have unique scenery under the agreed planning. On both sides of tens of thousands of miles of railways, there are a certain number of railways covering an area, which provides a prerequisite for beautifying the railways along the way. The so-called beautification, in fact, is to carry out greening according to local conditions, and to carry out beautification activities mainly by planting trees along the railway, which is a unique garden project. After several years of planting, tens of thousands of miles of staggered and orderly green forests have formed on both sides of the railway along the way. When the passenger train passes by, a glimpse of the scenery adds a bit of pleasure to the passengers.
(3)? Net? -that is, purifying train hygiene.
The train is the window of railway passenger transport, so it must be kept clean inside and outside. The so-called purification, in addition to the wagon must be clean and tidy, car seats must be clean and tidy; The air inside the car is fresh; The dining car is clean and hygienic, giving passengers a clean and pleasant feeling and satisfying their psychological desire for comfortable travel.
1. Clean and tidy. Train crew, after cleaning, clean every car, such as cleaning seats, cleaning coffee tables, cleaning bedding, cleaning floors, cleaning walls, cleaning ceilings, cleaning bathrooms, cleaning toilets, cleaning doors and windows. And keep it clean and tidy during operation. With such a good travel environment, the first thing is to meet the passenger's ticket demand.
2. The air is fresh. In the crowded air-conditioned car, although it is moderately warm and cold, the closed air does not circulate, which is easy to produce air pollution and odor, causing discomfort to passengers. Train attendants should take corresponding measures to overcome this phenomenon. Make the air circulate under the condition of ensuring the moderate temperature of the vehicle; There is no water in the bathroom in the carriage, so the polluted dirt can be cleaned in time; Rinse the toilet that is prone to odor at any time after use and close it in time. In this way, the air in the car is fresh and the passengers are relaxed and comfortable.
3. The catering is clean and hygienic. Dining car and mobile sales are a profitable way of train operation, but they mainly meet the needs of hungry passengers. Therefore, while food is hygienic and clean, it is necessary to ensure that contaminated and moldy food is not used; Do not use unsterilized cookware and tableware, do not sell expired food, avoid food poisoning, and ensure the health of passengers.
(4)? Love? -Instant love service
Every passenger who enters the railway station car is a guest of the station car staff. The service here should be warm, smiling and thoughtful. Station staff must establish the concept of family service, and establish the concept that passengers are God, passengers are relatives and friends, and I am Lei Feng.
1. Establish the concept that passengers are God and respect service. Travelers are God, which has become a common saying in business circles. This is the return of being an operator and treating passengers as commercial wealth. Although the railway passenger flow comes from all directions, the levels are different. Facing different levels of passengers, regard them as gods. According to the different requirements of train seats, provide in-place services to satisfy passengers and make them willing to travel by railway train.
2. Establish the concept that tourists are relatives and friends and provide warm service. Passengers are relatives and friends, that is, the station staff treat each passenger as their own relatives and friends, especially those ordinary passengers with lower levels, who need warm service, guide them to get on the bus, patiently help solve temporary problems and make their journey smooth.
3. establish? I am the idea of Lei Feng? I'm happy to serve you. Lei Feng is an example of noble morality and helping others. Passengers traveling abroad often encounter many unexpected difficulties, such as sudden illness and pregnant women giving birth because of excessive travel movements. Station staff should carry forward Lei Feng's spirit of helping others, do everything possible to actively help and properly handle it. If every passenger and transporter in the train station and carriage is set up? I'm Lei Feng? Concept, the quality of railway passenger service will be greatly improved, praised and welcomed by passengers.
(5)? Ann? -that is, to ensure the safety of passengers
Safety is the top priority of railway passenger transport, the greatest wish of passengers, and the most competitive means of railway in many modes of transport. In railway passenger transport, safety mainly refers to driving safety, fire prevention and riot prevention safety, and personal safety of key parts of the station car. Only by ensuring the safety of these aspects can railway passenger transport take the lead and flourish.
1. Working together to ensure safety and punctuality is a long-term systematic project. In recent years, in order to meet the needs of China's reform and opening up and the development of market economy, the driving speed has been improved again and again, which is very popular. However, the basis of improving its speed is based on the allowable conditions of the competent line of the public works department, the competent signal of the electrical department, the competent locomotive of the maintenance department and the competent vehicle quality of the vehicle department; Coupled with strong transportation organization and command, it can ensure safety and punctuality. Therefore, for a long time, we must step up the work of industry and electric vehicles to ensure the quality of equipment; Strengthen the organization and command of dispatching transportation according to the operation diagram, and ensure the punctuality of railway passenger transport safety.
2. Check carefully to ensure fire and explosion prevention. In the past, train fires and explosions, except those deliberately created by gangsters, were mostly caused by some passengers who lacked physical and chemical knowledge and accidentally collided with flammable and explosive materials. In order to prevent similar incidents, measures must be taken to prevent them. First, equip the waiting room with security instruments; The second is to carefully check the blocked dangerous goods on the train; Third, the station car should be equipped with fire fighting equipment and facilities; Fourth, establish and improve emergency measures; The fifth is to strictly monitor the stoves on the train.
3. Strengthen vehicle door management to prevent personal accidents. Train doors are the only way for passengers to get on and off. Some passengers, regardless of age, infirmity and illness, have some difficulties getting on and off the bus, which may lead to accidental injuries. Some cars have started and are still in a hurry to get on. Some people get off without stopping because of poor door management, causing accidental casualties. Therefore, the passenger train staff should take the door as the key part to ensure the safety of passengers, strictly manage it, help the old and take care of the young, get on and off safely, and prevent accidental casualties. Ensuring the safety of passengers and actively carrying out service work catered to passengers' travel psychology of safety, speed, cleanliness, comfort, convenience, low price, pleasure, satisfaction and bon voyage, and won passengers' desire to take railway passenger trains. With such persistence and unremitting efforts, the railway passenger transport marketing will surely occupy a priority position in the competition with other modes of transportation and achieve the best economic benefits.