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论文编号：	6871
作者编号：	2120122913
上传时间：	2014/12/8 8:29:49
中文题目：	天津地铁集团市场扩展战略与营销策略研究
英文题目：	Research on Market Expansion Strategy and Marketing Strategy of Tianjin Metro Group
指导老师：	吴晓云
中文关键字：	客流开发、市场扩展、营销策略、天津地铁
英文关键字：	customer development, market expansion, marketing strategy, Tianjin Metro
中文摘要：	本研究主要在系统回顾市场营销相关理论的基础上，结合对天津地铁市场扩展及营销实施的分析，总结出天津地铁市场扩展及营销中存在的问题，然后在理论的指导下，提出了天津地铁市场扩展战略优化的对策。同时，在新的市场扩展战略下，本研究还提出了相应的营销策略。本研究首先系统回顾了市场营销的相关理论。通过对STP理论的回顾，本研究强调了市场细分、市场定位对天津地铁市场扩展的必要性和重要性。接着，本研究还讨论了服务营销理论和营销策略理论，这些理论贯穿于整个研究，也是天津地铁市场扩展战略优化及营销策略设计的切入点。基于理论的回顾，本研究通过对天津地铁市场扩展及营销实施的分析，总结出天津地铁营销工作主要存在运能、票价与市场需求衔接不紧密、地铁选线与客流开发衔接不紧密、市场培育缺乏必要的手段、车站周边缺乏完善的配套设施、地铁宣传推广力度不足等亟待解决的问题。最后，在理论的指导下，并结合京津冀协同发展和天津地铁未来发展的规划，本研究对天津地铁市场扩展战略进行了优化设计。新方案强调以市场需求为切入点，强调科学的市场细分、准确的市场定位；接着，新方案提出了大客户开发战略、服务创新战略和网络营销战略，并要求牢牢把握京津冀协调发展的战略机遇，主动挖掘潜在市场，提高客流，实现企业可持续发展。同时，在新的市场扩展战略下，本研究提出了与之相适应的一系列营销策略，其中尝试提出了微信营销和免费WiFi服务等现代网络营销手段。
英文摘要：	This article recalls key marketing theories, and then analyzes Tianjin metro market development and implementation. Based on the analysis and under the guidance of theories, this article finds marketing problems of Tianjin metro and proposes several solutions. At last, this article proposes corresponding marketing strategies. This article at first recalls key marketing theories, such as STP, and emphasizes the necessity and importance of market segmentation and market positioning to Tianjin metro market development. Then, this article discusses service marketing theory and marketing strategy theory, the foundation for market development strategy innovation and marketing strategy redesign. After recalling theories, this article analyzes Tianjin metro market development and implementation, and finds marketing problems such as loose connection between transport capacity, ticket price and demand, loose connection between choice of line location and customer development, lack of means of market cultivation, short of necessary facilities around the stations, and inadequate propaganda. At last, under the guidance of theories, combining development plan of Tianjin Metro and collaborative development plan of the B-T-J area, this article redesigns market development strategy of Tianjin metro market. New strategy emphasizes market needs, scientific market segmentation, and accurate positioning, and proposes premium customer development strategy, service innovation strategy, and internet marketing strategy. Meanwhile, this strategy firmly seizes the strategic opportunity of collaborative development of the B-T-J area, actively expands market, and increases the number of customers, to achieve sustainable development of the enterprise. Meanwhile, in order to match new market development strategy, this article offers a series of marketing strategies, including modern internet marketing methods such as Weixin and free WIFI.
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