摘要
华东是我国东南沿海经济发达、人口稠密地区，市场化进程、经济发达程度和消费水平均领先于全国。华东铁路旅客运输业面对的是一个客流量充沛的旅客运输市场，但是，在日益完善的市场经济环境中，它面临的压力也越来越大，这是基于两方面的原因：一方面由于航空和公路客运的超常发展，市场竞争空前激烈，对铁路客运扩大市场份额形成很大的挑战；另一方面作为一个处在转型过程中的国有特大型企业，对市场的研究、对旅客消费心理的研究还刚刚起步，市场营销尚处在初级阶段。
本研究从消费心理学和消费者行为学的角度出发，对特殊消费者群体——铁路旅客的消费心理与行为特征进行深入研究。主要包括四个方面的内容：1．对市场营销心理和市场消费需求的理论背景进行总结，重点是消费者与市场营销、营销理论的发展、消费需要和顾客满意度等。2．研究了现阶段我国城乡居民的消费水平、市场消费结构和需求的动态变化和消费行为特征，对华东铁路客运服务对象的特征有一个总体的定位。3．结合上海铁路局年度客流调查工作，设计了有关华东铁路旅客特征的《旅客情况调查问卷》和《旅客意见征询问卷》，识别目标消费者的基本特征，研究铁路消费者(旅客)的消费心理与行为特征、目标消费者的旅行目的、交通方式选择和满意度，理解他们的需求。4．通过消费者特征的研究，更精细和准确地识别消费者的现实需求，预测消费者的潜在需求，更好地识别目标消费者，科学地进行目标市场定位和细分市场，为市场营销策略的制定提供消费心理学的咨询与指导。本研究丰富了消费心理学研究的外延，具有其独特
的理论价值。同时，本研究所得出的结论也将为华东铁路客运运营企
业在针对华东铁路消费者(旅客)的心理与行为特征的基础上制订科
学、有效的营销策略提供理论依据，对华东铁路成功应对激烈的市场
竞争具有刻不容缓的现实意义，同时对于培养华东铁路的核心竞争能
力和建立相对于竞争对手的竞争优势也具有不可限量的长远意义。
East China is located in the economically developed, intensely populated southeast coastline of China, where on the average the market maturity, economic development and consumption level are more advanced than those of other places of China.Although East China railway passenger transportation industry is faced with plentiful consumption demand, it gradually assumes more and more pressure in an improving market-oriented economic environment based on the following analyses:
(1) The rapid development of aviation and highway transportation lead to the unprecedented fierce competition resulting in a great challenge to the railway passenger transportation to expand its market share.
(2) As an exceptionally large state-owned enterprise in the process of transformation,the researches on the market and railway consumer behavior have just started up,and its market- ing is still in the primary stage as well.
This research aims at a special consumer segment, i.e railway passenger, and delves into the characteristics of their consuming psychology and behavior in the perspective of Consuming Psychology and Consumer Behavior,which consists of four aspects as follows:
(1) Make a summary of theory background on marketing psychology and consumer needs,with emphasis on advances of marketing theory,consumer needs and consumer satisfaction.
(2) Analyze the consumption level, dynamics of consumption structure and consumer needs,what's more,characteristics of consuming behavior of China's civil and rural inhabitants.putting forward an overall positioning about the target consumer market of East China railway passenger transportation.
(3) With the help of research on the annual flow of passengers of Shanghai Railway Bureau,this research designs and compiles the Passenger Characteristics Questionnaire and Passenger Satisfaction Scale to achieve objectives as follow: identify the passengers' basic characteristics, find out their traveling purpose,their
choices of transportation alternatives and the degree of their satisfaction, and understand their needs as well.
(4) Identify the railway passengers' current needs accurately and precisely through the research on consumer behavior which helps to forecast their potential needs, understand those target consumers better, and position, segment the market in a scientific way. Provide the consulting service in the view of consumer psychology for East China railway enterprise's marketing strategy and tactics.
Needless to say, this research enriches the theory of consumer psychology with its peculiar theoretical contribution. Meanwhile, the conclusions which resulted from this research also provide the theoretical base of consumer psychology on which the scientific and effective marketing strategy of East China railway enterprise can be established. All of these will do great help to East China railway enterprise,helping them meet the fierce,urgent competition successfully.Last but not the least, this research will undoubtedly bring invaluable competitive advantages over those competitors of East China railway enterprise and its value for the cultivation of East China railway enterprise's core competency should never be underestimated.
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