对地铁客运营销措施.docVIP

摘要 随着时代飞速的发展人们的生活水平也不断提高，对城市交通工具提出了更高的要求，快、准、舒适成了城市里大部分人的要求，而城市的交通越来越拥挤堵车成了家常便饭，地铁就应时而生。地铁投资大、成本高、加至服务社会使得地铁在任何一个国家都很难营利，所以地铁客运营销直接影响地铁的生存发展，甚至影响总个城市。本文以深圳地铁为例，对地铁客运营销展开分析，第一章先提出了地铁营销重要性和存在的一些问题，再分析了城市轨道交通营销策略，从而再结合深圳地铁的实际情况重点分析了地铁客运营销，最后通过分析总结对地铁营销战略的制定做出了思考，指出了方向，提出了几大建议。本文叙述了深圳地铁客运营销工作现状，分析了地铁客运市场发展趋向，阐述了深圳地铁制定营销的过程及方法，分析其优缺点，并提出了改进建议。 关键词：深圳地铁；客运；营销；战略 对深圳地铁客运营销措施 ABSTRACT With the era of rapid development of peoples standard of living is also rising on the city transport to a higher demand, fast, accurate and comfortable most of the people has become the citys request to the citys traffic congestion as more and more crowded a common practice, the MTR should be sometimes of Health. MTR large investment and high production costs, increase service to the community to make the Mass Transit Railway in any country are very difficult to profit, and so the MTR subway passénger marketing of a direct impact on the survival and development, and even the total impact of cities.In this paper, as an example to the Shenzhen Metro, the passenger on the subway to start marketing analysis, the first chapter to the importance of marketing to the subway and a number of problems, and then an analysis of urban rail transit marketing strategy, which combined with the actual situation of the Shenzhen Metro subway focus of analysis passenger marketing, the final summing up of the subway through the analysis of marketing strategies to make the thinking that the direction and put forward several proposals.This paper describes the work of the Shenzhen Metro marketing status quo, an analysis of subway passenger market development trends, on the Shenzhen Metro to develop marketing strategies and methods to analyze the strengths and weaknesses, and put forward suggestions for improvement. In order to investigate the formulation of marketing strategy subway made useful attempts. Key word：Shenzhenmetro，passenger，marketing，strategy 第一章 前言 1 1.1 地铁客运营销与地铁的发展 1 1.2 深圳地铁公司简介 1 1.3 发展战略 2 1.4 目前运营