北京地铁市场营销策略研究.docxVIP

随着市场经济的发展和完善，客运市场竞争H趋激烈，北京地铁的客运部门 开始意识到要想生存和发展，就必须把客运工作重点放到满足旅客需要的市场上 来。必须进行深入的市场调查，研究了解旅客的需求和愿望，采取积极措施，使 客运工作适应旅行消费需求的变化。使市场营销观念逐渐地为人们所接受，成为 客运经营管理活动的基本思维方法和指导思想。把铁路客运营销问题提到议事日 程上来，成为人们关心的新问题。本文叙述了北京地铁公司客运营销工作现状， 分析了铁路客运市场发展趋向，提出了拓展北京地铁客运营销工作的建议。根据 对地铁市场营销实施目标的确立，分析建立市场营销机制和市场有效手段，提升 客流量，增加运营收入，占领公共交通更大的市场份额，从而发挥轨道交通的优 势，提升市民出行质量。 关键词：市场经济；北京地铁；地铁市场营销；市场营销机制；运营；市场营销 策略；市场营销方案；客运经营管理活动. Abstract With the development of market economy and improvement of passenger increasingly competitive market, the Beijing subway passenger transport sector began to realize that to survive and develop passenger focus must be placed to meet the market of passenger needs. Must be carried out in-depth market research to understand the needs and aspirations of the visitors to take positive measures to enable the passenger to adapt to changes in travel consumer demand. Gradually accepted by people, passenger management activities, the basic way of thinking and guiding the marketing concept. Railway passenger transport marketing issues on the agenda, people are concerned about new problems. This paper describes the status of the Beijing subway passenger marketing, analysis of the development of the rail passenger market tends to put forward a proposal to expand the marketing efforts of the Beijing subway passenger. The goal of establishing the implementation of the metro marketing analysis to establish marketing mechanism and market an effective means to improve traffic, increase in operating income, and occupation of a larger market share of public transport, to play to the advantages of rail transportation, enhance the quality of public travel. Keywords： market economy; Beijing subway; metro marketing; marketing mechanisms; operations; marketing strategy; marketing programs; passenger management activities TOC \o 1-5 \h \z HYPERLINK \l bookmark0 \o Current Document I北京地铁运营及营销概况 1 HYPERLINK \l bookmark2 \o Current Document 1」北京地铁运营概况 1 HYPERLINK \l bookmark4 \o Current Document 1.2其他