Safe, high speed, on time, high transport volume, minimum land use, low energy and low pollution are unique features of high-speed rail transport. In countries reaching a threshold level of economic development, traditional railway system will no longer satisfy the need of the mass in cross-township transport. As the cost of energy and demand for environmental protection escalates, high-speed rails have gradually surfaced as a competitive mode of transport in cross-township traveling. Furthermore, it is able to bring regional developments. However, high-speed rail transport is a new industry in Taiwan. There has been no hands-on experience in the passenger service. How then, through the development of marketing strategy and implementation, so as to promote the service quality and customer satisfaction, has been a primary operations objective of high-speed railways. This motivated the need to study the service marketing strategy in high-speed rail transport. The Taiwan High Speed Rail Corporation (THSRC) is the subject of this study. The 7P marketing mix of the service industry was the theoretical foundation. Historical data on the service and marketing strategies of high-speed railways in countries such as Japan, France and Germany were collected. Questions for conducting in-depth interviews with experts in high-speed railway were devised from the study of these historical data. In addition, a survey questionnaire was developed from the data collected via interviews. Passengers taking the Taiwan High Speed Rail were surveyed for statistical analysis. Finally, an appropriate service and marketing strategy was developed. The results show, the Taiwan High Speed Rail needs to first build a brand image of safety and credibility. It needs to schedule and allocate headways in line with its target passenger group and develop a comprehensive product strategy for its target customers. Having done that, it needs to propose competitive price strategies and promotion programs on corporate customers and travel agencies. Making use of the comprehensive mobile telephony coverage and internet network, and more convenient channels should be further developed. Furthermore, the THSRC needs to solve the problem of passenger transfers in station areas gradually. This is necessary to promote the overall service quality, satisfy divergent needs of the target market, and build up a recognized brand in high-speed railway transport. Finally, the recommendations made to THSRC were compared with service and marketing strategies in other countries. It is hoped that the results would be able to provide THSRC and any other countries planning to develop high-speed railway, some practical reference in planning their marketing strategies.

The main purpose of the study is to compare the differences of marketing strategies of the two-dimension classification, which classified by degree of customization and benefit duration period. And to explore the influences of the strategic selection of the services industries by different organization¡¦s features and different strategies maker¡¦s characters. The research takes eight industries as population to investigate their marketing strategies. After collected, the data is processed with frequency analysis, factor analysis, discriminant analysis, one-way ANOVA, and two-way ANOVA. The key findings are: 1. The result indicates that two dimension classification method is more efficiently to reflect the differences of the marketing strategic between different taxonomies of service. 2. Service of ¡§high degree of customization and long benefit duration period¡¨ focuses on the marketing strategies such as ¡§public relationship strategy,¡¨ ¡§strategy of emphasizing the importance of employees,¡¨ and ¡§building the intangible quality image strategy, The strategies such as ¡§low price strategy,¡¨ ¡§advertisement strategy,¡¨ and ¡§non-personal promotion,¡¨ which only can bringing short-term effect, are hardly used. 3. Service of ¡§low degree of customization and short benefit duration period¡¨ is just the opposite, emphasizing the strategies which can bring the instant effect. 4. Service of ¡§high degree of customization and short benefit duration period¡¨ prefers the use of ¡§strategy under smoothing the unbalance of supply and demand.¡¨

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:26Z No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:37Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:45Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Made available in DSpace on 2017-10-03T18:12:56Z (GMT). No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) Previous issue date: 2017-05-17 / Não recebi financiamento / Machine manufacturers and operations between the integrated solut ions of products and services that meet the needs of customers. This sector is important for national sustainable economic development. However, there is little academic research on the strategy and management of services performed by these companies, as h ighlighted in the bibliometric analysis performed in the present study. Thus, a gift aims to identify and analys e how B2B services marketing strategy executed by companies manufacturing machines and equipment and alignment with a customer expectation. The Research was developed with 4 multinational companies, leaders in the segment in which they operate, and 9 client companies, with a total participation of 29 professionals that work in the areas of marketing, sales, projects, technical technique, HR, maint enance and production. The research has a qualitative approach and is developed throu gh multiple case studies, analys ing in the field, as a service marketing strategy from the perspective of the machine and equipment manufacturers and from the customer per spective, based on a literature review on Service M arketing And industrial marketing. As a result, a conceptual framework is presented which shows that the relationship can be affected by several elements of service marketing, such as product, distribution , people and price. However, the price of technical service does not affect the relationship, but the price of spare parts has been highlighted by some customers, such as motivation to look for another supplier. It is noted that it is industrial marketing as trust and commitment are also affected by other elements of marketing services such as communication, productivity and quality. / Os fabricantes de máquinas e equipamentos fornecem soluções integradas de produtos e serviços que atendem as necessidades dos clientes. Este setor é importante para o desenvolvimento econômico sustentável nacional. No entanto, existem poucas pesquisas acadêmicas sobre as estratégias e gerenciamento de serviços executados por essas empresas , conforme destacado na análise bibliométrica realizada neste trabalho. Assim, a presente pesquisa tem como objetivo identificar e analisar as estratégias de marketing de serviços B2B executadas por empresas fabricantes de máquinas e equipamentos e o alinhamento destas com a expectativa do cliente. A pesquisa foi desenvolvida com 4 empresas multinacionais, líderes no segmento em que atuam, e 9 empresas cliente s, com a participação total de 29 profissionais que atua m nas áreas de marketing, vendas, projetos, assistência técnica, RH, manutenção e produção. A pesquisa possui abordagem qualitativa e foi desenvolvida por meio de estudo de casos múltiplos, analisando em campo , as estratégias de marketing de serviços na perspectiva dos fabricantes de máquinas e equipamentos e na perspectiva dos clientes , tomando como base a revisão da literatura sobre marketing de serviço e marketing industrial. Como resultado , apresenta - se um framework conceitual onde se nota que o relacionamento pode ser afetado por vários elementos de marketing de serviço, como produto, distribuição, pessoas e preço. No entanto, o preço do serviço de assistência técnica não afeta o relacionamento, mas o preço de peças de reposição foi destacado por alguns clientes , como motivação para procurar outro fornecedor. Nota - se que os aspectos do marketing industrial como confiança e comprometimento também são afetados por outros elementos do marketing de serviços, como comunicação, produtividade e qualidade.