KCRC is a public transport provider in Hong Kong. East Rail comes into service in 1910 as a single-track system. From time to time, from steam-hauled to electrification, the Kowloon Canton Railway Corporation (KCRC) is established in 1982, which is wholly government owned and have a managing board appointed by the government to monitor the system operations. Today, however, after nearly a century since its establishment, improvement is needed for her management and development. This project attempts to investigate the how KCRC builds marketing relationship through the six markets model which includes customer market, internal market, recruitment market, influence market, supplier and alliance market and referral market, so as to optimize relationships with customers and manage relationship with other relevant stakeholders. After the investigation, we suggest that KCRC can focus on improving the image and services in various aspects. Under the merging with MTR, we believe KCRC can improve its image and service quality. The railway system in Hong Kong can be standardized with one management unit, so the efficiency and co-operation should be benefited.
Table of contents
|Abstract |2 | |Chapter 1 Company description |3 | |Chapter 2 SWOT analysis |5 | | 2.1 Strengths |5 | | 2.2 Weaknesses |7 | | 2.3 Opportunities |8 | | 2.4 Threats |9 | |Chapter 3 Target customer, Service description, Uniqueness |10 | |Chapter 4 Marketing mix |15 | | 4.1 Product |15 | | 4.2 Promotion |16 | | 4.3 Price |17 | | 4.4 Place |20 | |Chapter 5 Application of relationship marketing |22 | | 5.1 Customer market |22 | | 5.2 Internal market |26 | | 5.3 Recruitment market |27 | | 5.4 Influence market |29 | | 5.5 Supplier and alliance market |31 | | 5.6 Referral market |33 | |Chapter 6 Recommendation on further relationship marketing...