【作者】 戴弘；

【导师】 郭国峰；

【作者基本信息】 郑州大学 ， 工商管理， 2010， 硕士

【摘要】 近几年来,随着改革开放的深入,高速公路、航空等运输方式的快速发展,铁路客运市场份额呈现下滑趋势。铁路作为我国运输的大动脉,在这场竞争中明显处于劣势。铁路运输企业作为客运市场竞争的主体,必须能对市场的变化做出快速准确的反应,及时采取有效措施,才‘能更好地适应市场变化。在此过程中,构建合理的客运营销体系起着至关重要的作用。首先,本文通过对国内外铁路客运营销状况的对比分析,以及对郑州铁路局客运营销的基础资源、计算机联网售票系统资源和郑州铁路局客运营销的组织策略及营销现状的分析,认为,虽然郑州局近几年客运营销工作随着客运形势的发展在逐步完善和提高,整体与地方经济的发展基本适应,并取得了良好成绩,旅客发送人数和旅客票价收入等指标连创新高,但仍然存在客运营销体系不完善,客运产品结构不合理、客流组织不均衡、营销手段单一、考核、评价不到位、监控分析手段不先进等问题。其次,本文结合郑州铁路局客运营销中存在的问题,研究了郑州铁路局客运营销体系的总体结构和方案,通过市场调查和征求旅客的意见,关注旅客心理,获取真实基础数据,制定出旅客列车开行方案,采取多种措施方便旅客购票,在旅客进站、上车、出站的旅行过程中,提供优质的服务,设计出盈亏分析及预警指标,建立起完整的评价体系,对产品进行科学的优化,通过奖惩机制的实施,建立起客票组织、异地票和直通列车考核等措施,对车站、职工进行考核,充分调动基层积极性。最后,论文总结了构建新客运营销体系方案在郑州铁路局的具体应用,通过车站满意度、列车满意度测评,改进站车服务质量；通过优化旅客列车设计、采取合理设置售票窗口、开通自动电话订票系统和加强日常及节假日营销组织等措施对郑州局客运生产的指导效果；通过盈利列车和亏损列车的分析,进一步优化了郑州局的客运产品结构。同时,文章也根据客运营销系统取得的效果,指出应用中存在的问题及今后在扩大代售点、完善监控手段、加强部门协调等方面应改进的方面。总之,本文结合郑州铁路局实际情况,通过分析郑州铁路局客运营销存在的问题,研究出适合郑州铁路局的客运营销体系和模式,研究成果和结论对其他铁路局也具有指导意义。更多还原

【Abstract】 In recent years, along with the deepening of reform and opening up, highways, aviation and other modes of transport the rapid development of railway passenger transport market share declined. As China’s railway transportation artery, the obvious disadvantage in this competition. Railway passenger transport enterprises as the main body of market competition, changes in the market must be able to make quick and accurate response, promptly take effective measures to better adapt to market changes. In the process, establish a reasonable system of passenger marketing plays a vital role.First of all, Based on the domestic and international railway passenger marketing, comparative analysis of the situation, and the Zhengzhou Railway Administration on the basis of passenger marketing resources, computer networking ticket system resources and Zhengzhou Railway Bureau, the organization of passenger marketing strategy and marketing analysis of the status quo, that while the Zhengzhou Passenger Marketing Bureau in recent years with the development of the passenger situation gradually improved and improved, the overall and local economic development fundamental adaptation, and achieved good results, the number of passengers and passenger fare revenue to send other indicators with high but still Passenger marketing system exists imperfect, irrational product mix passenger, passenger organizations are not balanced, a single marketing, assessment, evaluation is not in place, monitoring and analysis tools are not advanced and so on.Secondly, this paper Zhengzhou Passenger Transport problems in marketing to study the marketing system in Zhengzhou Passenger Railway Administration and the overall structure of the program, through market research and seek the views of passengers, visitors psychological concerns, access to real basic data to develop a passenger train operation plan, adopted various measures to facilitate passenger ticket, the passenger stop, on the train, the station’s travel process to provide quality services, design analysis and early warning indicators of profit and loss, set up a complete evaluation system, the product Optimization of science, through the implementation of incentive mechanisms, set up ticket organizations, off-site assessment train tickets and through other measures, on the station staff to examine and fully mobilize the grass-roots enthusiasm.Finally, the paper summarizes the program of building new passenger marketing system in Zhengzhou Railway Bureau of the specific application, through the satisfaction of the station, the train satisfaction measurement, to improve the quality of service station car; by optimizing the design of passenger trains, set to take reasonable ticket window, opened automatic telephone booking system and the strengthening of the daily and holiday marketing organization and other measures to guide production of Zhengzhou Passenger effects;train through profit and loss analysis of the train, and further optimize the product structure of Zhengzhou passenger. Meanwhile, the paper obtained under the effect of passenger marketing system, that application of existing problems and future expansion of outlets and improve monitoring methods, to strengthen sectoral coordination should be improved.In short, the paper combined with the actual situation of Zhengzhou Railway Bureau, Zhengzhou Passenger Transport by analyzing marketing problems, that are suitable for passenger Zhengzhou Railway Bureau marketing system and pattern, findings and conclusions of other Railways also instructive.更多还原