高速铁路营销机理初探  

Research on the High Speed Railway's Marketing Mechanism

作　　者：董璐[1] DONG Lu(Institute of International Relations, Department of Culture and Communication, Associate Professor, Beijing 100091, China)

机构地区：[1]国际关系学院文化与传播系

出　　处：《铁道经济研究》2016年第6期14-16,29,共4页Railway Economics Research

摘　　要：高速铁路的产品具有过程性、物质性与非物质性相结合和不可分离性三个特性,高速铁路营销的核心是体验。这要求高速铁路在运营的过程中应该从销售导向转向营销导向、从产品导向转向顾客导向,以追求顾客满意为目标。而顾客满意度的实现和企业竞争优势的获得,决定了高速铁路营销的关键和最根本的目的是品牌建设,这将带来企业与顾客的双赢,有助于实现高速铁路营销的最终诉求——在企业与顾客之间建立稳定的关系。The product of high speed railway is characterized by process, immaterial quality and inseparability. Therefore, high speed railway＇s marketing should focus on customer＇s experience. It demands high speed railway industry to orient marketing and clients rather than selling and products, and to aim at customer satisfaction. In order to achieve customer satisfaction and company＇s com- petitive edge, the point and essential goal of high speed railwayJs marketing is brand-building, which would bring win-win situation, and eventually would establish stable relationship between company and clients.

关 键 词：高速铁路 服务 营销 体验 品牌 顾客满意度 

分 类 号：F274[经济管理—企业管理] F532.3[经济管理—国民经济]