浅谈铁路运输营销策略

随着我国社会主义市场经济体制的逐步建立,各种运输方式的竞争日趋激烈,铁路运输市场份额在逐渐减少,市场营销已关乎企业的生存与发展。铁路企业必须在整体改革的基础上,充分发挥优势特点,建立企业营销机制,采用适合铁路企业和具有市场竞争力的营销策略。     

关于铁路企业市场营销管理对策研究

在铁路供给侧结构性改革过程中,我国经济水平的不断调整和发展,导致市场营销环境随之发生变化,因而需要不断提高铁路运输服务质量,加强铁路企业市场营销管理。通过阐述铁路企业市场营销管理现状,分析铁路企业市场营销管理在市场营销机制、客户关系管理、价格机制、人才队伍建设等方面存在问题,提出建立健全市场营销机制、加强客户关系管理、制订灵活的市场价格、提升人员综合素质等铁路企业市场营销管理对策。     

浅谈铁路运输企业市场营销策略

浅谈铁路运输企业市场营销策略常艳颖随着社会主义市场经济的迅速发展，其他交通工具的日益崛起，铁路运输企业昔日的优势地位正在逐渐丧失，客货运输能力已存在虚糜，并出现全行业亏损。如何在竞争激烈的运输市场中求生存，是摆在铁路运输企业面前的首要问题。一、铁路运...     

基于指标判别法的铁路运输市场营销预警分析系统研究

在运输市场竞争日益加剧的背景下,建立铁路运输市场营销预警分析系统,能够有效提高运输企业适应市场经济环境的能力。在分析铁路运输市场营销预警分析系统设计目标的基础上,提出预警识别的指标判别方法,构建市场营销预警指标体系,探讨预警界限设定的原则和方法,研究系统的总体架构与功能设计,为铁路运输市场营销决策提供科学依据。     

铁路运输企业营销策划与营销战略

铁路运输企业营销策划与营销战略王守增一、营销策划和营销战略的工作内容营销策划和营销战略主要是制定相对应的市场营销策划方案和市场营销战略计划。营销策划是积极主动地思考企业营销的新思路，设计规划企业未曾有过的营销方式和方法。在制定营销方案过程中，必须紧贴...     

开发铁路客运营销信息资源的研究

阐述了铁路客运企业只有组织好市场营销,才能在市场中求得生存与发展。加强运输市场信息的研究,可以帮助铁路运输企业在客运市场活动中出作正确的决策,提出了对客运营销信息资源研究,开发的几点建议。     

建立"以消费者为核心”的现代市场营销体系

在运输市场激烈竞争中,铁路运输企业必须向"以消费者为核心”的现代市场营销概念转变,建立符合消费者需要与欲求的整合营销观念,产品要对路,价格要合理,经销方式要方便,通过消费者的选择,创造"顾客价值”,并根据铁路实际,提出建立铁路运输企业营销管理机制的参考建议.     

试论铁路运输企业的市场营销

试论铁路运输企业的市场营销赵坚，郭子丽，武美，王承东实行经济体制和经济增长方式的两个根本性转变是贯穿“九五”铁路各项工作的总纲。铁路运输企业实现两个根本性转变的关键首先在于思想观念上的转变，必须转变在长期计划经济体制下形成的传统的铁路运输管理思想和模...     

铁路市场营销基本问题探讨

文章论述了市场营销的基本概念及铁路运输市场的基本状况，认为铁路市场营销组织应具备五个方面的基本职能，处理好与生产和管理的关系，并依赖于其它部门的配套改革。     

铁路运输在商品车整车物流中的发展分析

在阐述商品车整车物流发展现状的基础上,分析铁路运输在商品车整车物流中的优势和存在的问题,提出有关发展建议:强化市场营销,不断提升铁路运输商品车的影响力和市场份额;加强车辆运用管理,提高利用效率;提高运输时效性;适应市场要求,研发生产新型运输装备;注重基地建设;提高配送质量,降低货物损失;树立铁路企业商品车整车物流的品牌形象。     

Marketing information systems in tourism and hospitality small‐ and medium‐sized enterprises: a study of Internet use for market intelligence

This study investigates the nature of marketing information systems (MkIS) within small‐ and medium‐sized enterprises (SMEs) and focuses on the importance of external information and market intelligence. The sources of market intelligence are investigated with particular emphasis on understanding the usefulness of the Internet for external information gathering. The empirical research to support the study uses survey methods to investigate marketing information systems, market intelligence and Internet use within hospitality and tourism SMEs in the Yorkshire and Humber region. The findings indicate that SMEs in this sector make use of informal marketing information systems which mainly concentrate on internal and immediate operating environment data. Important wider market intelligence is underutilised owing mainly to the resource constraints of these smaller businesses. The Internet has not yet been recognised as an important source for market intelligence despite having the benefits of providing much of the necessary data more quickly and at a lower cost than many other sources. Copyright © 2001 John Wiley & Sons, Ltd.     

武汉铁路局客运市场分析及营销对策建议

针对武汉铁路局从2006年至2011年客运量持续增长现象,结合武汉铁路客运市场特点,分析客运量持续增长的原因。根据2012年客运营销目标,探讨营销思路,提出在市场开发、推广渠道、激励机制、营销重点、营销机制、服务质量等方面应采取的具体营销对策。     

Economic measures of tourism yield: what markets to target?

An understanding of the yield potential of different source markets and segments can underpin destination marketing by both public and private sector organisations. The standard yield measure relates to expenditure injected into a destination from different market segments. This measure has several limitations, which are discussed in the paper. With the increasing sophistication of economic models such as computable general equilibrium, models, it is now feasible to develop new and more useful measures of tourism yield, which directly measure the gains to different stakeholders. Several economy‐wide impact measures of yield are developed and contrasted for selected Australian inbound tourism markets. The measures produce conflicting signals for public and private sector tourism marketers and planners. The reward from further research in developing and operationalising yield measures is more informed policy‐making by destination managers in respect of destination marketing and new product development, resulting in greater economic gains from inbound tourism. Copyright © 2008 John Wiley & Sons, Ltd.     

Collaborative Marketing in a Regional Destination: Evidence from Central Florida

This paper aims to explore a collaborative approach to regional destination marketing. Research questions were constructed for empirical data collection via documentary analysis and semistructured interviews with senior executives of destination marketing organizations (DMOs) in the Central Florida region. The research findings suggest that collaboration among DMOs is beneficial in terms of cost reduction and market penetration. Several issues emerge as inhibiting factors to their collaborative destination marketing efforts. Discussions and implications are provided both from a theoretical and practical perspective on the basis of the findings of the study. Copyright © 2012 John Wiley & Sons, Ltd.     

Should Cruise Ports Market Ecotourism? A Comparative Analysis of Passenger Spending Expectations within the Panama Canal Watershed

This study examined the expected spending patterns of cruise ship passengers as they debarked ships at ports within the Panama Canal Watershed. Results suggest that targeting marketing efforts toward ecotourism opportunities may increase long‐term ecological and economic benefits to port communities and local businesses. Most respondents were interested in ecotourism‐related activities in the Panama Canal Zone and nearby coastal areas. Furthermore, the ecotourism‐related market segments expected to spend significantly more money in port than conventional tourists. The growing ecotourism market represents an important opportunity for the cruise industry to partner with local ecotourism operators, enhancing profitability while simultaneously supporting sustainable development. Copyright © 2013 John Wiley & Sons, Ltd.     

The potential of anime for destination marketing: fantasies,otaku, and the kidult segment

While a substantial body of literature exists on film tourism, there is a lack of research attention bridging the potential of Japanese anime on real-world destination marketing. The implications of anime tourism can extend far beyond geographic boundary as the worldwide anime market is diversifying, providing novel opportunities for destination marketing organizations in other countries. To address this research gap, this paper first defines anime versus animated films to clarify the definition of anime for the tourism literature, and then draws out theoretical differences between the two types of entertainment within a cinematic perspective to highlight their conceptual boundaries across place, protagonist, and production. This paper suggests that the ways in which these three aspects are manifested in anime versus films are very different: anime settings are more fantasy-orientated than most films; viewers develop their self-identity (i.e. as an ‘otaku’) during childhood and adolescence; and anime productions can be extended with new series to create more enduring engagement to develop the kidult segment. This paper contributes to the literature by connecting the aforementioned cinematic aspects as a basis for elaboration of how differences among the three dimensions could be directly related to potential destination marketing activities.     

铁路货运客户关系管理系统的研究与应用

根据铁路货运市场主要表现为服务性产业市场的性质,说明客户关系管理对于铁路货运市场营销的重要性,是关系营销的核心。重点研究设计了铁路分局(公司)基于货票数据库的铁路客户关系管理系统,并在有关部门已经应用。同时提出了基于电子商务系统的客户管理系统的更加完善的形式。     

Short haul business travel in the European Union: a segmentation profile

Business travellers tend to be charged a premium for the air services they consume due to the nature of demand, and therefore represent a potentially high source of revenue to airlines. Airlines are keen to secure and maintain executive travel business. The research investigates the short haul business air travel market in Europe, using a conceptual benefit segmentation model that addresses the industrial nature of the market. Three distinct market segments are identified; the schedule driven segment, the corporate cog segment, and the informed budgeter segment. A profile of these market groupings is given and implications for marketing strategy discussed.     

Destination competitiveness through the lens of brand positioning: the case of Australia's Sunshine Coast

The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination's competitiveness through the lens of brand positioning in the domestic short break drive market. A 173 item questionnaire, which was mailed to a systematic random sample of 3000 households in the target market, attracted a 17% useable response. The paper compares how one destination, the Sunshine Coast, is positioned in its most important market, in relation to the brand identity intended by the destination marketing organisation (DMO). Key constructs were brand salience, brand associations and brand resonance. The Sunshine Coast was found to hold a leadership position in the minds of consumers, and the results indicated a strong level of congruence between actual market perceptions and the brand identity intended by the DMO. There were strong associations between brand salience, brand associations and brand resonance. The findings provided the destination of interest with both a measure of past marketing effectiveness as well as positive indicators of future performance. The paper represents collaboration between a tourism practitioner and a tourism academic, and attempts a contribution to the emerging literature on destination competitiveness through the lens of positioning theory.     

Regional public support to airlines and airports: An unsolved puzzle

This paper proposes a structural model to explain the motivation of regional public authorities to arrange marketing agreements for route and traffic development. Furthermore, using data from Spanish airports, we empirically test this model obtaining the demand function according to the preferences of public authorities. The results show that the public budget, airport’s attributes or intermodal competition affect to the demand for aircraft operations of regional public agencies. Finally, we propose an empirical method to determine the market power of airlines within these marketing agreements in a particular airport or route.