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Author
Załoga Elżbieta
Title
Strategie marketingowe zachodnioeuropejskich kolei w przewozach osób
Marketing Strategies of West European Railway Companies in Passanger Transport
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Prace Wydziału Transportu i Łączności, 1997, nr 9, s. 63-73
Keyword
Polityka transportowa, Transport pasażerski, Kolej na rynku transportowym, Marketingowa koncepcja przedsiębiorstwa, Strategia marketingowa
Transport policy, Passenger transport, Railways on the transport market, Marketing concept of the company, Marketing strategy
Note
summ.
Abstract
Liberalizacja rynku usług transportowych wraz ze wzrostem konkurencyjności ofert przewozowych spowodowały potrzebę podjęcia przez kolej orientacji rynkowej. Autorka przedstawiła zagadnienie orientacji marketingowej zachodnioeuropejskich zarządów kolejowych oraz instrumenty marketingowe kolei na przykładzie Deutsche Bahn (DB).

Liberalization of European transport market has got a big influence on competitive position of railway companies. International organizations and governments, interested in railway transport development, are very active creation law, organizational and technical conditions for increase the railway share in the market. West European railway companies are market oriented. Market research is a basis for defining marketing strategy. Proper application of marketing-mix instruments gives an effect in new, high quality products, which not only meet customers needs but also are (in many cases) profitably for railway companies. High speed train network development could allow to realize strategic railway business: "two times quickner then private car, half as quick as airplane". In a paper, as an example of marketing-mix instruments application the experience of German railway company Deutsche Bahn (DB) was utilized.(original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Cited by
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ISSN
1640-6818
1230-414X
Language
pol
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