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从服务营销的理论研究入手,结合铁路客货营销实际,探讨铁路运输服务营销策略组合,对价格策略、渠道策略、促销策略、服务作业管理和有形展示策略等进行论述,提出强化服务创新,提高服务营销水平的具体内容。随着铁路跨越式发展战略的实施,铁路客货运量和运输收入持续增长,但当前铁路运能和需求的矛盾依然十分突出,面对日趋激烈的运输服务竞争,必须把成功的根基稳扎于服务之中。
Starting from the theoretical research of service marketing, combining with the reality of railway passenger and cargo marketing, this paper discusses the strategy combination of railway transportation service marketing, discusses the pricing strategy, channel strategy, promotion strategy, service operation management and physical display strategy. It proposes strengthening service innovation and improving Specific content of service marketing level. With the implementation of the railway’s leapfrog development strategy, the passenger and cargo traffic and the transportation revenue have been increasing continuously. However, the current contradiction between the railway transport capacity and demand remains outstanding. In the face of the increasingly fierce competition in transportation services, the foundation of success must be stabilized Service.