铁路客运市场调查及营销策略研究
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摘要
随着社会主义市场经济的建立和完善,我国的交通运输方式有了迅猛发展,公路、民航、水路等运输方式迅速崛起,并以市场为导向,实行良好的机制,灵活的价格,优质的服务和大力的宣传攻势,与铁路展开了一场运输市场份额的争夺战,而且这种市场竞争正日益激烈,由于铁路长期以来处于卖方市场,“铁老大意识”和“坐商”经营思想及传统管理方式较为突出,使得铁路在运输市场竞争中处于不利地位,所占运输市场份额逐年减少,并导致经营难以为继,出现严重亏损。尽管铁路在推进运输改革,加强市场营销方面采取了许多措施,但铁路市场份额下滑局面仍未得到根本遏制。严峻的运输市场形势,现实地摆在铁路面前,市场营销成为铁路运输企业生存和发展的关键性因素。没有营销,就不能赢得市场和开拓潜在市场,铁路运输企业也不能有新的发展。强化营销、争夺市场份额成为全路上下一致的共识和行动。
为探索在市场经济模式下,新的铁路旅客运输组织运营模式,运用市场营销学的理论,对通辽铁路客运市场进行初步的调研,在调研的基础上,进行铁路客运市场营销对策研究,以得到正确的营销决策。
本论文共分九章加以论述,首先叙述了市场营销学的基础理论,明确了市场及市场营销的概念,分析了铁路市场营销环境及旅客行为特征,探讨了市场细分和目标市场的选择方式,通过掌握市场调研方法对通辽铁路客运市场进行了调查和分析,最后针对通辽铁路旅客运输市场的营销提出了对策和措施。
With the developing of our community economy, the system of planned economy has gradually changed into market economy system, the railway passengers transportation organization mode which is working under the planned economy system for a long time will face the new challenges, on one hand, it unfits the changes demand of new history period, on the other hand, the grow up and the rapid development of other transportation modes scramble for the limited passengers transportation market.In order to search after the new railway passengers transportation pattern which is under the market economy mode, using the theory of market management and vendition to research the railway passengers transportation market of Tong Liao, on the basis of researching, going along railway passengers transportation market management and vendition countermeasure investigation, in order to get correct management and vendition decision-makingThe thesis divides into nine chapters to discuss , first , it depicts the basis theory of market management and vendition, nail down the concept of market and market management and vendition it analyses the environment of market management and vendition and the character behavior of the passengers and discuss choosing pattern of market subdivision and goal market ,.according to the control the market research methods to research and analyze TongLiao railway passengers transportation market, finally contrapose the management and vendition of TongLiao railway passengers transportation market brings forward countermeasure and measure.
为探索在市场经济模式下,新的铁路旅客运输组织运营模式,运用市场营销学的理论,对通辽铁路客运市场进行初步的调研,在调研的基础上,进行铁路客运市场营销对策研究,以得到正确的营销决策。
本论文共分九章加以论述,首先叙述了市场营销学的基础理论,明确了市场及市场营销的概念,分析了铁路市场营销环境及旅客行为特征,探讨了市场细分和目标市场的选择方式,通过掌握市场调研方法对通辽铁路客运市场进行了调查和分析,最后针对通辽铁路旅客运输市场的营销提出了对策和措施。
With the developing of our community economy, the system of planned economy has gradually changed into market economy system, the railway passengers transportation organization mode which is working under the planned economy system for a long time will face the new challenges, on one hand, it unfits the changes demand of new history period, on the other hand, the grow up and the rapid development of other transportation modes scramble for the limited passengers transportation market.In order to search after the new railway passengers transportation pattern which is under the market economy mode, using the theory of market management and vendition to research the railway passengers transportation market of Tong Liao, on the basis of researching, going along railway passengers transportation market management and vendition countermeasure investigation, in order to get correct management and vendition decision-makingThe thesis divides into nine chapters to discuss , first , it depicts the basis theory of market management and vendition, nail down the concept of market and market management and vendition it analyses the environment of market management and vendition and the character behavior of the passengers and discuss choosing pattern of market subdivision and goal market ,.according to the control the market research methods to research and analyze TongLiao railway passengers transportation market, finally contrapose the management and vendition of TongLiao railway passengers transportation market brings forward countermeasure and measure.
引文
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[2] 欧国立.市场营销.中国铁道出版社.1997
[3] 欧国立.运输市场营销.中国铁道出版社.1999
[4] 吴育俭,刘作义.运输市场营销学.中国铁道出版社.2000
[5] 吴若冰.铁路运输企业市场营销管理.中国铁道出版社.1999
[6] 马健平,郝渊晓.交通运输市场营销学.中国商业出版社.1997
[7] 杨志熙.市场学概论.华中师范大学出版社.1994
[8] 李瑞敏,杨延龄.市场调查与市场预测.煤炭工业出版社.1987
[9] 张宗成.现代市场营销学.华中理工大学出版社.1997
[10] 苏亚民.市场营销学.中国广播电视大学出版社.1997
[11] 陈信康.市场营销学.复旦大学出版社.1996
[12] MBA必修核心课程编译组.市场营销.中国国际广播出版社.1997
[13] 甘碧群等.市场学通论.武汉大学出版社.1995
[14] 吴健安.市场营销学.高等教育出版社.2000
[15] 马龙龙,李智.服务营销与管理.首都经济贸易大学出版社.2002
[16] 王慈光.系统工程导论.西南交通大学研究生讲义.2002
[17] 王致中,魏丽英等.中国铁路改革与发展研究.当代中国出版社.2001
[18] 于川.铁路运价改革.中国交通年鉴.中国交通年鉴社.1984
[19] 袁谢.铁路运价改革.中国交通年鉴.中国交通年鉴社.1997
[20] 梅清豪、林新法、陈洁光.市场营销学原理.电子工业出版社.2001
[21] 取庚先.现代企业管理.电子工业出版社.2002
[22] 张玲.铁路改革探索.中国铁道出版社.1999
[23] 曹兰英.铁路改革探索.中国铁道出版社.1999
[24] 铁路现代运输企业管理.中国铁道出版.1996
[25] 综合运输.英国陆上公共客运的价格策略.2001
[26] 洪生伟.综合运输.快客运输服务质量体系的策划与建立.2001
[27] 铁路运输市场营销之道.市场营销势在必行.南交通大学出版社.1999
[28] 李宗平、杜文、黎清松.论铁路运输企业的产品策略.中国铁道学会.中国铁道学会首届学术年会.1999
[29] 李京文.铁道与发展.社会科学文献出版社.2000