基于服务质量差距模型的高速铁路市场营销策略研究

Research on marketing strategy of high-speed railway based on service quality gap model

摘要

为探索基于服务质量差距模型探讨高速铁路市场营销策略的有效途径，提高高速铁路在市场竞争中的地位和服务质量，满足旅客需求。文章对服务质量差距模型的理论框架进行梳理，结合高速铁路行业特点，构建分析框架，通过对市场调研、数据分析等方法，探讨高速铁路市场营销策略的优化路径。研究结果指出，高速铁路市场营销策略应从提升服务质量、加强品牌建设、创新服务模式等方面入手，以缩小服务质量差距，提高旅客满意度。通过实施针对性的市场营销策略，高速铁路企业可以有效提升市场竞争力，满足旅客需求，实现可持续发展。

Abstract

In order to explore the effective way to explore the marketing strategy of high-speed railway based on the service quality gap model, improve the status and service quality of high-speed railway in the market competition, and meet the needs of passengers. This paper combs the theoretical framework of the service quality gap model, combines the characteristics of high-speed railway industry, builds an analysis framework, and discusses the optimization path of high-speed railway marketing strategy through market research and data analysis. It is pointed out that the marketing strategy of high-speed railway should improve service quality, strengthen brand building and innovate service mode, so as to narrow the gap of service quality and improve passenger satisfaction. Through the implementation of targeted marketing strategies, high-speed railway enterprises can effectively enhance market competitiveness, meet the needs of passengers, and achieve sustainable development.

关键词

服务质量差距模型 / 高速铁路 / 市场营销策略

Key words

service quality gap model / High-speed rail / Marketing strategy

参考文献

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