铁路客运市场营销

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1、浅谈铁路客运与市场营销【摘要】随着我国社会主义市场经济的不断发展，全国运输市场结构发生了巨大变化，铁路、公路、水运、航空等各种运输方式间竞争日趋激烈。铁路客运部门通过对运输产品结构进行重大调整，转变观念，强化市场营销，逐步建立起铁路运输市场营销机制，取得了明显的经济、社会效益，铁路旅客周转量持续增长，但在客运市场中所占份额下降,有市场变化的客观因素,但主要是铁路自身存在的问题所造成的。因此，必须用系统的观点和系统的方法对铁路客运营销工作作全面的分析,制定出切合实际的，符合市场竞争规律的营销组合策略。营销组合就是客运企业可以控制的各

2、种市场营销手段的综合运用。每个客运企业运用系统方法进行销售管理，各级客运工作人员应针对不同的内外环境，把各种市场手段，包括客运产品开发和设计、订价、分销点设置、人力推销、广告和其它促销手段等进行最佳的组合,使它们互相配合起来,综合地发挥作用,各级主管客运的领导应是各种营销因素的组合者、指挥家。【关键词】市场经济铁路客运营销组合营销因素【参考文献】1、徐章一，顾客服务：供应链一体化的营销管理，中国物资出版社20022、（美）约翰.A.昆奇著，吕一林译，《市场营销管理—教程与案例》北京.北京大学出版社，20003、查尔斯.戴克著，李圣

3、贤译宝洁的观点内蒙古.内蒙古人民出版社19994、RaymondP.Fisk等著，张金成等译，《互动服务营销》北京.机械工业出版社20005.菲利普•科特勒.营销管理[M].北京:中国人民大学出版社,2001附录1、毕业设计（论文）2、毕业设计成绩评议表3、毕业设计（论文）任务书4、开题报告5、中期报告6、结题验收15目录一、营销的概念···························································3二、当前铁路客运营销存在的主要问题······················

4、·················3（一）营销观念落后,营销意识淡薄··········································3（二）激励措施不力·······················································4（三）销售方式欠妥·······················································4（四）销售渠不畅·····················································

5、····4（五）路网条件的限制·····················································5（六）运输环境的制约·····················································5（七）客运信誉不好·······················································615（八）服务质量不高·······················································6三、铁

6、路客运市场细分·····················································7四、我局铁路现状及未来前景分析···········································8五、全面实施营销策略·····················································10（一）解放思想，更新观念，为营销打基础···································10（二）开辟客运新的市场················

7、···································11（三）加快改革，完善考核机制，为营销作保障·······························111、加快改革，理顺体制················································112、完善考核机制，优化管理············································11（四）建立国家价格指导下的票价体系·······································1

8、215（五）加大营销宣传·······················································12（六）提高服务质量，优化内部营销环境·····································