客运专线客票销售策略研究.doc
客运专线客票销售策略研究文章来源 毕业论文网 【摘要】 随着我国客运专线的不断建成并投入运营,制约铁路的“瓶颈”问题将会消除。届时,铁路运输市场将由现在的卖方市场向买方市场转变,而且,旅客对客运专线的总体服务会愈加苛求,愿意排队购票的旅客会越来越少,客票销售将成为影响客运专线运营的关键因素。因此,对客运专线客票销售策略的研究,在客运专线建成投入运营后抢占市场份额,发挥更大的社会和经济效益,具有十分重要的意义。本文首先对我国既有线的客票销售进行了简述,并深入分析了国外高铁和航空客票销售机制和策略,将其与我国的情况进行对比,归纳出国外高铁和航空客票销售策略的可借鉴之处,总结其对我国客运专线客票销售策略的启示。其次,论文分析我国铁路客运需求,在此基础上结合旅客需求的转变,分析我国客运专线运输市场的特点,并对客运专线目标市场进行定位,在对目标市场及旅客分析的基础上,对我国客运专线客票销售整体策略进行了设计。再次,在客票销售整体策略的框架下对客票销售渠道的每种渠道进来详尽阐述与可行性分析,对产品策略、价格策略、旅客满意度管理及客运专线形象策略进行了设计与分析。论文还对每个策略的组织实施提出了具有实际意义的组织实施方案。最后,在综合考虑我国客运专线客票销售、营销策略实施及客票销售管理等方面需求的基础上,对我国客运专线客票销售支持系统进行了设计,且对系统结构、功能体系和数据传输等做了较为详尽的设计与阐述。论文借鉴了国外高铁和航空客票销售的经验教训,结合作者所参加的相关铁路客运专线研究课题,运用市场营销学、微观经济学、运输经济学、运筹学等学科的理论方法,探讨我国客运专线客票销售策略问题,旨在为我国客运专线客票销售策略的制定提供参考。【Abstract】 With Chinese Passenger Dedicated Line (PDL) establishing and operating, the "bottleneck" problem would be eliminated. Then, the transporting market would be turn sellers market into buyers. And passengers will be harsher to the whole service so that people who have to line up to buy tickets will be fewer. So the ticket selling would be the key feature to the PDL operation. In conclusion, research on ticket selling of PDL is such important that the PDL could get more market share.Firstly this article took a brief introduction of existing lines ticket selling, and analyzed abroad high-speed railway and airlines ticket selling mechanism and strategy. After that, a contrast was made between abroad and domestic and induction using for reference was made up.Secondly, the meaning of PDL marketing was explained and, analyzing of Chinese railway transport of passenger requirements shifting and characteristic of PDL market was done. Then the target market of PDL was oriented and the holistic selling strategy had been designed.Thirdly, full description and feasibility analysis were made under the holistic selling strategy framework. Design and analyzing of products, price, services, passenger satisfaction management and image strategies of PDL were done. Whats more, maneuverability organizing embodiment were proposed separately.Finally, the DSS for ticket selling is designed based on considering every manage requirements and structure, functions of the system is well analyzed and accomplished.On all accounts, the article draw on the abroad experience and to combine with referenced research subject of PDL which the author attended. Theories of Marketing, Microeconomics, Transportation economics and Operations were used to investigate Chinese ticket selling strategy and be conducted to supply consults to the SPL marketing. 【关键词】 客运专线; 客票销售; 促销; 渠道 【Key words】 passenger special line; Tickets selling; promotions; channel 客运专线客票销售策略研究摘要 6-7 Abstract 7 第1章 绪论 11-16 1.1 研究背景及意义 11-12 1.2 国内外研究现状 12-14 1.2.1 国内研究现状 12-13 1.2.2 国外发展现状 13-14 1.3 本文研究的主要内容与方法 14-16 1.3.1 本文研究的主要内容 14 1.3.2 本文研究的主要方法 14-16 第2章 国内外铁路和航空客票销售策略分析 16-26 2.1 我国铁路客票销售现状分析 16-17 2.2 国外高铁客票销售策略分析 17-22
