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论文编号：	12018
作者编号：	2320180571
上传时间：	2020/12/10 10:54:44
中文题目：	天津轨道交通运营集团服务营销策略及实施研究
英文题目：	Research on Services Marketing Tactics and Implementation of Tianjin Rail Transit Operation Company
指导老师：	任星耀
中文关键字：	天津轨道交通运营集团;服务营销;营销策略;公共交通
英文关键字：	Tianjin Rail Transit Operation Group; service marketing; marketing strategy; public transportation
中文摘要：	随着中国经济以及科技的不断发展，各式各样的运输产品便利了人们的日常出行需要。它们既是居民出行中的生活必需品，又互相成为彼此的竞争者。随着PPP项目的放开及鼓励，城市轨道交通一家企业独大的时代已经过去，因此在城市轨道交通行业自身内部的竞争也将日益激烈。如何发挥行业优势、形成业内的特色服务适应乘客期待越来越高的服务需求，将是国内众多城市的轨道交通企业所面临的共同课题。 目前虽然我国服务业发展速度迅速，但仍然面临着许多严峻的挑战。本文基于天津轨道交通运营集团作为案例进行分析，首先针对研究背景、研究目的做了介绍，然后进行相关理论回顾，重点阐述了市场定位理论和服务营销理论，接着运用PESTLE模型分析了轨道交通行业所面临的宏观环境以及竞争环境，随后使用了SWOT分析法对天津轨道交通运营集团服务营销目前存在的优势、劣势、机会与威胁进行了分析。然后根据服务营销7Ps组合理论，针对天津轨道交通运营集团客户服务营销所面临的问题，提出了相关改进策略和保障措施，就以下几个方面展开了阐述：将市场细分为银行类金融客群、其他企业团体客群、个人乘客客群，并将个人乘客客群再次细分为潜在用户客群、首次用户、最近使用者及固定用户客群、最经常使用及忠诚用户客群，制定差异化营销策略；建议提高负责人管理水平，自上而下逐级管理；统一服务标准，提升服务形象；加强委外队伍建设，严格考核制度；通过现有数据搜集水平对客户及服务产品进行筛选、分类，同时发现现有漏洞与不足，便于未来升级及完善；增加部门间共同协作力，通过线上线下结合的方式满足客户多方位多角度的需求；增加物理站点与线上的互补性，将两种渠道的优势结合起来，提升客户体验；最后通过环境、品牌和人员的有形展示，进一步提升客户服务体验。本文的研究成果，一方面有助于助力天津轨道交通运营集团在服务营销领域的实践，提升企业在本地区的核心竞争力；另一方面为我国城市轨道交通企业服务营销策略制定与实施提供实践指导。
英文摘要：	With the continuous development of China's economy and technology, various transportation products have facilitated people's daily travel needs. They are not only the necessities of life for residents to travel, but also become competitors with each other. With the liberalization and encouragement of PPP projects, the era when a single urban rail transit company dominates has passed. Therefore, the competition within the urban rail transit industry itself will become increasingly fierce. How to give full play to the industry's advantages and form the industry's characteristic services to meet the increasingly high service demands expected by passengers will be a common issue faced by rail transit companies in many cities in China. Although China's service industry is developing rapidly, it still faces many severe challenges. This article conducts case study on the Tianjin Rail Transit Operation Group. Firstly, it introduces the research background and research purpose, and then reviews related theories, focusing on the market positioning and service marketing frameworks, and then uses the PESTLE model to analyze the rail transit industry. Besides the macro environment and competitive environment analyses, the SWOT analysis was used to analyze the current strengths, weaknesses, opportunities and threats of Tianjin Rail Transit Operation Group about the service marketing. Then, based on the 7Ps framework of service marketing, in response to the problems faced by the customer service marketing of Tianjin Rail Transit Operation Group, relevant improvement strategies and safeguard measures were put forward, and the following aspects were elaborated: segmenting the market into banking financial customer groups, Other organization groups, and individual passenger groups, and subdividing individual passenger groups into potential user groups, first-time users, recent users, and fixed user groups, most frequently used and loyal user groups, and making different marketing tactics; it is recommended to improve the management level of the persons in charge and manage from top to bottom; unify service standards and improve service image; strengthen the construction of outsourcing teams and strict evaluation system; select customers and service products based on the existing data collection level, and discover existing loopholes and deficiencies at the same time to facilitate future upgrades and improvements; increase the joint collaboration between departments, and meet the needs of customers in multiple directions and perspectives through online and offline integration; increase the complementarity of physical sites and online, combining the advantages of the two channels to enhance customer experience; finally, the tangible display of environment, brand and personnel will further enhance customer service experience. On the one hand, the research results of this paper will help Tianjin Rail Transit Operation Group's practice in the field of service marketing and enhance the core competitiveness of the company in the region; on the other hand, it will provide practice guidance for the formulation and implementation of service marketing strategies for urban rail transit companies in China.
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