Differential marketing optimization model and strategies of high-speed railway

Abstract

The current marketing model of the Chinese High-Speed Rail (CHSR) is quite single, and can not timely adjust according to market segments, which will affect business income and social welfare. In this paper, we adopt the theory of enterprise interests and social welfare equilibrium in microeconomics. Through qualitative and quantitative study, we build the optimization value model of unit marketing investment based on the equilibrium of HSR enterprise interests and social welfare, and analyze the relationship between the change of unit marketing investment and the price elasticity of demand, and we also point out that different marketing strategies should be adopted according to different operation targets. The enterprise should adopt different marketing plan according to different price elasticity-implement non-differentiated marketing strategies in order to pursue social welfare maximization, while implement differentiated strategies in order to pursue enterprise interests maximization. It is practically significant for directing CHSR marketing.