市场营销理论在高速公路客运企业的应用研究

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1、西南交通大学硕士学位论文市场营销理论在高速公路客运企业的应用研究姓名：李振申请学位级别：硕士专业：工商管理指导教师：蒋建平20070301西南交通大学硕士研究生学位论文第Ⅱ页AbstractThegradualIyperfectofnationalexpresswayenterpriseshaveestablishedsolidfoundatibnforthedevelopmentofhighway．cateredtothenewdemandsofthepassengertransportmarketandgotmassesofpasseng

2、erapprovehigbwaypassengertransportwiththecharacteristicserviceofsafetyandhigh—quality．havegottenfastdevelopmentinshortperiod．justbecauseofabruptlyriseofhighwayenterprisesofpassengertransportation，itacceleratedthecompetitionamongdifferenttransportationwaysinthepassengertraff

3、icmarket，Thispapersystematicallyanalyzestheopportunitiesandthreatens，superioritiesandweaknessesofexpresswayEnterprises．Justproceedfromthisdatumpoint，thethisthesiscarryoutkeyresearchofthestrategyofthehighwaypassengertransportenterpriseofexpresswaymarketing，accordingtothetypi

4、calcharacteristicsofhighwaypassengertransportation，onbasisofanalyzingtothemarketingenvironmentsandcombineexpresswayreality，thisthesishasdiscussedthemarketstrategysystematicallyfromthefiveaspectsofgeneralmarketingtheory，thatisthetacticsofproducts，thetacticsofthebrandpricestr

5、ategychannelandsellpromotionalstrategy，andsumupasetofmarketsaletactfulsystemwithmorestrongoperation，thenitisperfectionandfullstudyingaboutthemarketingtactics，andisalsothesubdivisionandextendingofthemarketingtheoryinthefieldofhighwaypassengertransport，andmakesurethetheoryofc

6、onstructingthemarketingsystem．Itthinksthatthemarketcompetitionwillbecomefiercedaybyday，highwaypassengertransportenterpriseshouldstickonitsprincipals，carryoutshrewdaccurategoalmarketlocation，makeupwithcharacteristicnovelstrategies，itbelievedthathighwaypassengertransportenter

7、prisewouldsatisfyallthenewdemandsconstantlyandenlargemarketsharefurther，raiseitscompetitive西南交通大学硕士研究生学位论文第nI页ability．Keywords：PassengerstranspOrtationmarket；Marketing；Marketingstrategy西南交通大学硕士研究生学位论文第1页’第一章绪论I．1我国高速公路发展的概况高速公路是社会经济快速发展的必然产物。我国高速公路的出现，是酝酿于20世纪70年代，起步于80年代，9

8、0年代则出现了蓬勃发展的势头。1988年辽宁沈大高速和上海沪嘉高速公路线建成通车，拉开了我国高速公路建设的帷幕。随着我国经济的发展，对公路运输的要求也进一步提高，同