MBA学位论文 作者：魏磊
同方股份智慧地铁系统的营销策略研究
同方股份智慧地铁系统的营销策略研究
中文摘要
伴随着中国地铁建设持续、快速的发展，对地铁的建设和运营也提出了更高
标准的要求，乘客的出行需求从以前的"走得了"转变为现在的"走得好"。不断提
升地铁运营标准和服务质量的同时，运营成本也随之大幅增加，因此建设能够提
高地铁运营收益，从而提升地铁建设、运营管理水平，为乘客提供舒适出行体验
的智慧地铁系统，越来越受到各方的关注和重视。
中国的地铁行业经过了半个多世纪的发展，已经成为一个充满竞争力和市场
主导性的行业。智慧地铁系统还只是处于其发展初级阶段，同方股份虽然已经在
国内完成了多个智慧地铁系统的实施，但若想在行业内持续发展，并且达到行业
领军地位，并在将来把智慧地铁系统广泛推广到国际市场中，公司的营销策略也
需要同步进行优化和改良。
本文首先阐述了同方股份制定市场营销策略的必要性；然后就当前的智慧地
铁系统市场实际情况与发展趋势进行了论述；而后对企业当前的经营状况做出了
分析；通过波特五力模型分析，总结了同方股份当前的市场及营销战略中的问题
与成因；最后，根据存在问题提出研发开放型的智慧地铁系统大数据平台的理念，
并基于长期运营平台的模式，对定价、渠道、促销、人员、过程、有形展示等方
面进行了优化，使智慧地铁系统业务能够为公司持续的提供收益。
智慧地铁系统不仅能够在工程建设阶段大幅度减少工程建设成本，而且还能
够在经营阶段增加地铁经营利润，从而大大减轻了政府压力，从而达到市民、政
府、公司三方共赢,为地铁的可持续发展做出贡献。
关键词：智慧地铁系统，营销策略，STP，7Ps
I

MBA学位论文
作者：魏磊
同方股份智慧地铁系统的营销策略研究
Research on Marketing Strategy of Smart Subway System of
Tongfang Co.， Ltd
Abstract
With the continuous and rapid development of China's subway construction,
higher standards for subway construction and operation, and the passenger travel
demand changed from “Go” to “Go well”. While constantly improving the subway
operation standards and service quality, the operation cost is also greatly increased.
Therefore, the construction of an intelligent subway system that can improve the
subway operation income, so as to improve the subway construction and operation
management level, and provide passengers with more comfortable travel experience,
has attracted more and more attention and attention from all parties.
After more than half a century of development, China's subway industry has
become a competitive and market-leading industry. Smart subway system is only in its
primary stage of development, with shares have completed the implementation of
multiple wisdom subway system in China, but if you want to sustainable development
in the industry, and achieve industry leadership, and the wisdom subway system in the
future to the international market, the company's marketing strategy also needs to be
optimized and improved.
This paper first expounds the necessity of developing the marketing strategy; Then
the actual situation and development trend of the current smart metro system market
are discussed; Then we analyzed the current business situation of the enterprise;
Analysis by the Porter five-force model, Summarize the problems and causes in the
current marketing and marketing strategy; Finally, According to the existing problems,
the concept of developing an open smart big data platform for the subway system, And
based on the long-term operation platform model, price, place, promotion, person,
process, physical evidence and other aspects were optimized, Make the smart subway
system business to provide continuous revenue for the company.
The intelligent subway system can not only greatly reduce the project construction
cost in the project construction stage, but also increase the subway operation profit in
II

MBA学位论文
作者：魏磊
同方股份智慧地铁系统的营销策略研究
the operation stage, thus greatly reducing the pressure on the government, so as to
achieve a win-win situation between the public, the government and the company, and
make contributions to the sustainable development of the subway.
Key words: Smart subway, marketing strategy, STP, 7Ps
III
。。。以下略