铁路客运市场营销1铁路客运市场营销1.doc

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2002 2、（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，2000 3、查尔斯.戴克著，李圣贤译宝洁的观点内蒙古.内蒙古人民出版社1999 4、RaymondP.Fisk等著，张金成等译，《互动服务营销》北京.机械工业出版社2000 5.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 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·······································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·························································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·······················································6 （八）服务质量不高·······················································6 三、铁路客运市场细分·····················································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···················································11 （三）加快改革，完善考核机制，为营销作保障·······························11 1、加快改革，理顺体制················································11 2、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·······································12 （五）加大营销宣传·······················································12 （六