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中国客运市场的竞争环境已经发生急剧变化,铁路在国内客运市场的垄断地位早已被打破,面对前所未有的挑战,铁路要提高自身在客运市场上的竞争能力,只有改变现行的经营方式,树立现代营销观念,制定科学的营销策略,才能不断开拓市场,占有市场。本文在分析铁路客运企业促销现状的基础上,根据促销理论与我国铁路客运企业的实际,提出了当前适合铁路客运实际的促销策略和实施手段。
The competitive environment of China’s passenger transport market has undergone drastic changes. The monopoly of the railway in the domestic passenger transport market has already been broken. In the face of the unprecedented challenge, the railway needs to improve its competitiveness in the passenger transport market. Only by changing the current mode of operation and establishing a modern Marketing concepts, develop a scientific marketing strategy, we can continue to open up the market, possession of the market. Based on the analysis of the status quo of railway passenger transport enterprises promotion and according to the promotion theory and the actuality of railway passenger transport enterprises in our country, this paper puts forward the current promotion strategies and implementation methods suitable for railway passenger transport.