摘要
通过对铁路运输产品基本特征的分析,以铁路运输产品是“实现人或物的空间位移”的定义为核心,从消费者利益观念、基本运输服务组合、运输服务递送体系等3个方面重新阐述了铁路运输产品的内涵,据此提出了当前铁路运输企业制定市场营销策略应着重解决的问题及其解决方法。
By analyzing the essential characteristics of products in railway transportation and centering on the definition of products in railway transportation as 'achieving space deplacement for men or things ' it redescribes the meaning from the following three aspects: ideas of consumerism, combination of basic transportation services and delivering system of transportation services. In view of the above, it puts forward the problems and methods be emphatically solved while the railway transportation enterprises establish the marketing strategies.
出处
《中国铁路》
1998年第2期15-19,共5页
China Railway
关键词
产品
市场营销
铁路运输企业
railway transportation, products, marketing, market competition
