Investigation report on social practice of seeking 2000 words

Investigation and analysis report on passenger transport market

65438+1In mid-September, 1998, the Youth League Committee of Urumqi Railway Bureau went deep into the Civil Aviation Administration and Shanghai to visit and investigate the medium and long-distance passenger transport market. The survey was conducted by questionnaire, observation, inquiry and discussion. A total of more than 800 passengers at different levels were investigated, and questionnaires 1000 were distributed, 920 were recovered and 887 were valid. ?

1. 1 What is the current situation of the long-distance passenger transport market?

Xinjiang aviation network has covered nearly 30 large and medium-sized cities in China, and the number of airline passengers has increased year by year. In the autonomous region, civil aviation accounts for about 25%, railways account for about 73%, and highways only account for 2%. The transportation income of aviation basically reaches half of that of railways, and it is slowly rising. ?

1.2 what are the main sources of the air and rail transport market?

Passengers' choice of transportation mode is determined according to their personal economic ability and social level. Long-distance passengers in the autonomous region are divided into two camps: most of them are government officials with middle and high income and high knowledge structure and business personnel of state-owned enterprises and institutions, and their air tickets can be reimbursed, while workers and farmers with low income and low knowledge level who travel at their own expense become the main body of railway passenger flow. ?

2 What are the problems in the railway market environment?

2. 1 From the macro environment, what are the main problems in the railway passenger transport market compared with civil aviation?

The contradiction between the main position of medium and long-distance passenger transport and the serious lag in development. Lanzhou-Xinjiang railway is the first choice for the autonomous region to connect with the mainland, but compared with civil aviation and highways, the construction and reconstruction funds invested by the state and the Ministry of Railways in recent years do not match its status. The railway transportation capacity is relatively insufficient, which is highlighted by the lack of cars during the peak passenger transport period, the outdated railway equipment and the speed of railway operation far less than that in the mainland. ?

The contradiction between backward market mechanism and railway market development. First, the marketing system has not yet been established. Although many units have set up marketing agencies, most of them have vague functions and are difficult to undertake marketing responsibilities. Second, the cooperation and coordination between the marketing department and the railway department is not close; Third, the incentive and restraint measures are weak, employee income is out of touch with marketing performance, and marketing responsibility is not implemented in place.

The contradiction between personnel quality and market demand. Many railway workers have no sense of crisis and market awareness, perfunctory, indifferent attitude and poor awareness of service quality. The actual situation has become an important obstacle for the railway to enter the market. ?

2.2 From the micro-environment, what is the focus of competition between railways and civil aviation in the passenger transport market?

2.2. 1 Is the fare the first prerequisite for passengers to choose the mode of transportation?

Arriving at the same destination, the plane fare is obviously 3-5 times higher than the train sleeper fare and 6- 10 times higher than the hard seat fare. In the survey, almost all passengers replied that if the air ticket price is not much higher than the train ticket price, then the first choice for travel is to fly. Because flying is not only fast, but also the embodiment of status. ?

2.2.2 Speed is a necessary condition for passengers to choose the mode of transportation?

Compared with the railway, the speed of the plane has an absolute advantage, but the speed is not the decisive factor for passengers to choose the mode of travel. Investigating the consumption motives of passengers, the results show that 50% of the passengers fly for business, that is to say, half of them are on business and are anxious to get to their destination as soon as possible. According to the railway passenger questionnaire, 47% of passengers travel to visit relatives and return home; Followed by business, accounting for about 22%; Only 15% of travelers are on business; Tourism and others each account for 8%. Investigate the travel needs of passengers, and the order is: convenient ticket purchase, short waiting time, safety and punctuality. In the answer to the question of the direct reason for choosing to fly, 75% of the passengers answered quickly. ?

2.2.3 service quality is an important basis for passengers to choose the mode of transportation?

The vast number of passengers are no longer satisfied with reaching their destinations smoothly and safely, but also require a comfortable, convenient and warm service environment during the journey. Although the software and hardware conditions of the railway sector are not as good as those of civil aviation, there is still a big gap in service compared with civil aviation. There are still 86% passengers who think that the railway passenger service has improved significantly compared with the previous period. ?

2.2.4 safety factor is an indispensable factor for passengers to choose the mode of transportation?

Safety is the first factor that passengers consider during the journey, accounting for about 44%, followed by speed 30% and comfort 26%. At present, the safety requirements of the vast number of passengers are not only to reach their destinations safely, but more importantly, to have a good order and public security environment during the journey. The safety advantage of the railway is gradually losing. 38% passengers believe that with the scientific and technological progress of civil aviation departments and the improvement of staff quality, except for specific factors, the accident rates of railways and civil aviation are basically the same. In further investigation, 38% of passengers think that the safety factor is higher than that by train.

What is the marketing gap between railway and civil aviation?

3. 1 Compared with civil aviation, the railway ticketing mode is single and lacks competitiveness?

The proportion of passengers who think it is more convenient to buy air tickets is 7 1%, which has obvious advantages; Passengers who think that the convenience of air tickets and train tickets is similar account for 22%; However, only 6% of the respondents think it is more convenient to buy a train ticket than a plane ticket. ?

3.2 Compared with civil aviation, the marketing and publicity of the railway sector is relatively backward.

There are 93% passengers who don't know or even have heard of the good news that the railway department of Lanzhou-Xinjiang Line will speed up the map adjustment and adjust the freight rate on October 1st. ?

3.3 Compared with civil aviation, the overall image of the railway sector needs to be further improved?

The vast majority of passengers think that the quality of civil aviation personnel, service quality and workers are relatively high; And 55% of the passengers have a general impression of the railway department; Only 2% of the passengers chose a better impression; Passengers who have a bad impression on the railway department account for 17%. Cattle phenomenon is still the most strongly reflected problem by the majority of passengers, and other strongly reflected problems are the service attitude of the station car, the food quality of the dining car, the safety situation during the journey and the hygiene situation in turn. ?

4 thinking and suggestions?

4. 1 Carrying out the responsibility system of asset management to promote railway enterprises to turn losses into profits?

Clarify the responsibility system of enterprise assets management, establish an incentive, restraint and supervision mechanism for rational adjustment of asset structure and optimal allocation of resources, and realize the preservation and appreciation of railway enterprise assets. ?

4.2 Promote the diversion of laid-off workers, reduce staff and increase efficiency, and reduce the burden on railway enterprises?

Urumqi Railway Bureau has more than 60,000 employees and Xinjiang Airlines has more than 5,000 employees, but the economic benefits created by the two enterprises are similar. At present, the huge number of railway enterprises is an important reason for the low economic benefits. Railway enterprises should open up different channels and carry out laid-off training through multiple channels to improve their operating efficiency. ?

4.3 Carry out marketing propaganda, expand railway influence and promote social cognition?

Gradually increase the support and investment of marketing publicity, increase publicity efforts and expand the scope of publicity. Distribute publicity materials in commercial centers, long-distance bus stations and other crowded places, and carry out large-scale publicity activities by using newspapers, magazines, television, radio, packaging, window, posters, road signs, neon lights and other media to widely publicize the safety, punctuality, convenience and economic advantages of railway transportation, and publicize railway reform trends, new initiatives and new service information.

4.4 Establish and improve market-oriented marketing organizations and teams?

First, the multi-center economic system of passenger and cargo should improve the marketing institutions that adapt to the market as soon as possible, formulate corresponding systems and assessment incentives, give people financial authority, clarify their functions, strengthen assessment, and ensure the completion of marketing objectives. Second, we should quickly establish a full-time and part-time marketing team with professional knowledge, distribution knowledge and management knowledge, investigate customers, analyze the market, formulate countermeasures, and strive for customer supply to the maximum extent. ?

4.5 Optimize service quality, reform service mode, and strive to create a good image of railway transportation?

In addition to speed and price factors, the key for railways to win passenger flow and expand market share is to improve service quality. First of all, it is necessary to carry out in-depth education on market economy situation, actively carry out commitment service and service competition, and narrow the gap with aviation. Secondly, it is necessary to strengthen the training, management and education of passenger transport personnel, constantly strengthen the education of road style, standardize service behavior, refine service items, increase service content, and strive to improve the comprehensive quality of service personnel. The third is to strengthen the journey, including supply management workers to ensure the quality of meals. The fourth is to install closed-circuit television on the express train to improve the cultural and entertainment conditions of the train journey. ?

4.6 Broaden ticket sales channels and improve sales network?

In addition to setting up regular and designated ticket offices in crowded places such as commercial centers, factories, mines, hotels and living quarters, and operating mobile ticket cars to facilitate passengers to buy tickets nearby, we should also improve telephone booking measures, extend the sale time of pre-sale tickets, expand the scope of ticket delivery as much as possible, and reduce the time for passengers to buy tickets. Carry out joint business with long-distance bus stations and hotels, provide door-to-door ticketing services for large-scale conferences, tourist groups and migrant workers, and form a ticketing marketing system integrating booking, ticketing and ticket delivery.

4.7 adopt an appropriate price strategy?

The passenger's demand for railway transportation has obvious timeliness. In the passenger transport market, transportation capacity and volume are relatively buried, which should be adjusted through price changes. At the peak of passenger flow, the fare can be raised appropriately; When the market is depressed, the fare should be reduced appropriately. Of course, the fluctuation range of fares should be roughly the same, and the implementation of the price difference must be based on the premise that the average price is generally stable. ?

4.8 Strict ticketing management?

In order to maintain the competitive order in the transportation market and the image of railway enterprises, we should refine and improve the management methods of train ticket sales and severely crack down on irregular ticket sales.

Is it okay?