A: 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. Keywords: Railway Passenger Transport Marketing Speed Marketing Depth Customer Satisfaction Differentiation Strategy China Railway carried out the sixth large-scale speed increase in April 2007, making the main trunk line speed reach 200 km/h, and at the same time, domestic EMU will be operated between the city circle and the central city to enhance the railway transportation capacity. With the voice of improving the quality of railway passenger service from all walks of life. This shows that the time is ripe for China railway passenger service to implement the differentiation strategy of passenger satisfaction. Compared with the previous five speed increases, the sixth speed increase highlights new features. The first characteristic is "many". There are as many as 18 railway lines involved, and 52 pairs of medium and long-distance ordinary passenger trains are added, with a maximum speed of 120 km and above, and the line extension mileage is 22,000 km; The second feature is "fast". The maximum speed of the train 160 km/h is increased to 200 km, and some sections are as high as 250 km. 1200- 1500 km or so, it leaves irregularly between cities, and arrives in one day between cities around 2000-2500 km. The third feature is that "good" passengers spend the same ticket money as in the past and get on a new bus that is more comfortable, hygienic, fast, new, humanized in facilities and better in service. The fourth feature is "saving", which can save up to 20 hours of travel time, and the interval between trunk trains is only 5 minutes. Speed-up is an inevitable requirement for improving the competitiveness of railways, and speed-up will inevitably lead to the improvement of related services. Compared with the passenger transport with low technical content and serious homogenization before or without speed increase, the speed increase of railway passenger transport supported by high technology provides great operating space for its marketing strategy. Of course, compared with people's increasing demand for the quality of railway passenger service, railway passenger service is still facing a more changeable market environment and more intense market competition. Its unique personality makes the market competition of products lack a set of mature "rules of the game", and there are no ready-made laws to follow in terms of technological evolution, market demand, marketing strategy, competition mode and strategic management. Therefore, it is difficult to turn technological advantages into market advantages only by speed. In addition to speeding up, railway passenger transport must also study the depth of railway passenger transport marketing. The depth of differentiated marketing of railway passenger transport. In the future, the service center of railway passenger transport will be deeply driven by marketing. The so-called marketing depth means that the railway passenger transport marketing has a more detailed understanding of passenger demand, more specific segmentation, clearer objectives, more accurate positioning and deeper service, thus achieving higher passenger satisfaction. (1) Understand the market demand more carefully. Through the investigation of transportation market environment and passenger behavior, various information about marketing activities is obtained. According to these objective information, decision makers can transform or eliminate old products (such as reducing the number of ordinary passengers, adjusting the arrival and departure time and running mileage of trains), develop and design new products (such as running express trains and express trains), determine the listing scheme, ticket allocation and ticketing scheme, and keep abreast of market trends and development trends through further research according to passengers' responses to fare changes, so as to maintain existing information for enterprises. The specific content of marketing investigation should not only investigate the national economic and social development, the development of other means of transportation, the factors that affect the increase and decrease of passenger flow and the utilization of transportation capacity in the attractive area, but also focus on passenger flow investigation (including the composition and flow direction of passenger flow), product investigation (whether the type, grade, logarithm and travel speed of trains meet the market demand), price investigation (how to formulate reasonable and competitive fares) and ticket sales. (2) Market segmentation is more specific. In the passenger transport market, the needs of passengers are diversified. To carry out market segmentation, we must first find out the demand differences of different passengers and classify passengers with similar needs into one category. Every passenger group is a market segment. The purpose of subdivision is to find the heterogeneity of the needs of different passenger groups. For example, different passengers have different requirements for speed, safety, convenience, price and comfort, thus forming a heterogeneous passenger transport market. Breakdown by passenger itinerary. Make a combined survey of passengers with different itineraries to find out the similarities and differences among long-distance, mid-way and short-distance passengers in the travel process. Railway passenger transport can be divided into market segments such as in-pipe, through and suburban. According to passengers' requirements for travel conditions. Passengers with different consumption levels have different requirements for travel conditions, which can be divided into luxury cars, air conditioners, sleepers and ordinary cars. Railway passenger transport is divided into high-quality and affordable trains, long-distance buses, soft seats and hard seats of ordinary cars, soft sleepers and hard sleepers and other market segments. Breakdown by geographical location. Due to the gradient difference of economic development level in different regions, the overall consumption level of tourists in different regions is also quite different. Passenger transport enterprises should choose different marketing strategies according to the characteristics of different regions, and the passenger transport market can be roughly divided into three market segments: east, middle and west. According to the running path. The nature of the routes that passengers travel through is different, and the service facilities provided by passenger transport enterprises and their influence on transportation capacity are also quite different, which can be roughly subdivided into international channels, trunk lines and feeder lines. The success of differentiation often depends on the evaluation of each market segment with unique preferences. From this point of view, market segmentation has two related but different meanings: first, market segmentation based on customer characteristics, such as differentiation variables based on customer's education level, age, income or product industry category and sales volume, is the traditional definition method of market segmentation. Traditional short-distance railway passenger transport only provides demographic information of the market, which cannot be directly used as the basis for establishing differentiated advantages; Secondly, market segmentation is based on the differentiation of competitive products, that is, when customers choose products differentiated by some differentiation variables, such differentiation variables can segment the market. According to this view, market segmentation is not based on customer characteristics, but on the differentiated variables of product selection. In practice, the market segmentation of railway short-distance passenger transport products is often the synthesis of the above two meanings, because only in this way can products correctly locate potential customers and concentrate all marketing energy on it. (3) More accurate market positioning The short-distance passenger transport market has different characteristics in different regions. For areas with large and dense passenger flow and strong passenger economic affordability, railways should have greater market space. For the market with small and scattered regional passenger flow, it does not conform to the technical and economic characteristics of the railway and is not the main target market of the railway, but some short-distance trains can be operated according to local conditions to meet the actual needs of local passengers. The market positioning of short-distance passenger transport can be established through two dimensions: differential value and relative price, that is, compared with competitors, products are more or less different, and the value of this difference can be reflected by controlling a relative price. If the market gives a low evaluation of the value or utility of product differentiation, it usually needs to reduce the price of the product, otherwise it will inevitably face the fate of being eliminated by the market. Therefore, the goal of differentiated marketing strategy is to keep the differentiated value of products and its relative price improving synchronously through continuous efforts, which is ultimately reflected in the maintenance and improvement of product market share. According to the satisfaction survey of differentiated marketing of railway passenger transport, 4 1.82% people will consider choosing EMU, 30.57% people will not consider choosing EMU, and 27,438+0% people hold a wait-and-see attitude. Focus: 18. 13% people are concerned about shortening the speed-up trip, 50.72% people are concerned about the EMU fare, 5.55% people are concerned about the service level on the train, 15.36% people are concerned about the safety of the EMU, 10.25% people. In the choice of travel modes, 72.06% chose the train as the first choice for long-distance travel, 3.79% chose the coach, 22.32% chose the plane, 0. 18% chose the taxi, and 1.64% chose other travel modes. As for the satisfaction of railway transportation, 88.5% of the respondents were satisfied, 8.4% were unclear and 3. 1% were dissatisfied. 1The six railway speed increases since April 1997 have brought great convenience to people's travel, but they have also been widely supported and praised to some extent. However, from the survey results, the "very satisfied" with railway passenger transport is low, and there is a potential danger of passenger loss. This shows that after several successful speed increases, the marketing focus of railway passenger transport should shift from hardware speed increase to software speed increase and customer satisfaction differentiation strategy focusing on improving customer satisfaction. Only in this way can passengers get higher satisfaction than their competitors, and then get high customer loyalty, high profit, good reputation and high cognitive value, and finally get sustainable competitive advantage. Customer satisfaction differentiation strategy is a strategy that enterprises focus on "customer satisfaction" in the course of operation, achieve higher customer satisfaction from products, services and other aspects, so as to distinguish themselves from competitors in the degree of "customer satisfaction", so as to continuously acquire new customers and retain old customers. There is a significant positive correlation between customer satisfaction index and company performance. Adopting the differentiation strategy of customer satisfaction and achieving high customer satisfaction means that enterprises have better profitability and stronger competitive advantage. For any railway passenger transport, customers are not homogeneous, and they are different in many aspects, such as the differences between urban and rural areas, the level of education, the amount of economic income, gender differences, the size of age, different psychological factors, values, consumption concepts, and the heterogeneity of buying behavior. Therefore, it is very important to identify customers. By analyzing the differences between customer value and loyalty, enterprises can adopt different strategies to improve their competitiveness. The main differentiated marketing strategies of China railway passenger transport should start from the following aspects. Functional differentiation and distinctive features. Safety, convenience, popularization and state monopoly are the biggest differentiation vectors of railway passenger transport products, which will not be copied by competitors soon and lose their differentiation advantages. This feature has been deeply rooted in the hearts of the people, and the impression in the minds of ordinary people is deeply rooted; The benefits you feel. Only the differentiation of product functions can directly bring some benefits to passengers, can they stimulate their preferences and be willing to pay for it. In this regard, the refinement of the "benefits" of railway passenger transport is weak, and the visible appeal is still "people's railways for the people" with a profound brand of the times. The author does not advocate abandoning the traditional theme, but advocates using marketing science to condense the interests that conform to the law of railway products; Convenient and quick. It should be the differentiation vector that railway passenger transport should emphasize. It is necessary to systematically design and integrate the passenger transport marketing mix, further optimize the product structure, determine the proportion of high-quality and high-priced trains according to the market potential, increase the running distance of trains, and increase the number of soft sleeper and hard sleeper cars; According to the seasonal fluctuation and regional characteristics of the passenger transport market, a flexible floating price mechanism is implemented for high-quality and high-priced trains; In the promotion strategy of distribution channels, flexible and diverse ticketing methods are adopted, such as telephone booking, selling round-trip tickets, through tickets, monthly tickets, season tickets and quota tickets. , to maximize the convenience of passengers; Reduce the incidence of various accidents and reduce the train delay rate. Passengers have special needs for travel safety, and have strong requirements for the punctual arrival of trains. Once the train is delayed, it should compensate the passengers for the material or spiritual losses corresponding to the delay; Improve service efficiency. For example, improve operation speed, improve service efficiency, improve work ability, and improve the response speed to customer dissatisfaction. Cost differentiation. Reduce the total cost of products owned by passengers, such as reducing the cost of daily maintenance services and consumables and improving the residual value of products; Improve production efficiency and let passengers use this service to obtain a higher input-output ratio than competitive products; To provide customers with comprehensive solutions such as e-commerce, entertainment and express consignment. Value creation differentiation. By constantly creating differentiated value that customers can perceive or measure, we can always observe the changing trend of customer demand and cognition, and constantly create differentiated passenger value.