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深入开展铁路客运服务营销活动,是铁路企业从大局出发,主动迎接运输市场激烈竞争的战略需要。近几年西安铁路局在客运服务营销方面加大改革力度,形成了具有本局特色的营销方式,但同时也存在品牌建设认识不足、价格策略不灵活、营销组织力量薄弱等缺陷;如何克服这些缺陷,努力搞好客运服务营销工作,是值得我们深入研究和思考的问题。
Deepening the railway passenger service marketing activities is a strategic need for railway enterprises to proceed from the overall situation and take the initiative to meet the fierce competition in the transportation market. In recent years, Xi’an Railway Bureau has intensified its reform in the field of passenger service marketing and formed a marketing mode with its own characteristics. However, it also lacks understanding of brand building, price strategy is not flexible, and marketing organization is weak. How to overcome these shortcomings , And strive to do a good job of passenger service marketing, it is worth our in-depth study and thinking of the problem.