In recent years, the rapid development of budget airlines and the continuous drop in gasoline price brought railway passenger transportation into fierce competition. Besides, the extensive application of digital and Internet technologies made people's working and living styles change greatly. As a result, transportation market demands drastically changed. This posed new challenges to railway passenger transportation. In response to new market changes, railway passenger transportation departments of various countries are trying to improve the competitiveness of railway passenger transportation by optimizing passenger transportation products, improving the quality of passenger transport services and strengthening passenger transportation marketing.
(1) Vigorously develop high speed and express passenger transportation
In the recent decade, many countries continuously shortened travel time by building new High Speed Railways (HSRs) and speeding up existing railways to make their long-distance passenger transportation products more attractive. Traditional HSR powers such as Japan, Germany and France will open more new HSRs and expand the HSR service range. Countries without HSRs will make plans to build HSRs and speed up existing railways in order to further improve their passenger transportation efficiency.
In addition to traditional passenger transportation products, railway companies of various countries develop featured passenger transportation products in light of their national conditions and market demands, including dedicated tourist trains, dedicated conference & exhibition trains, dedicated green trains, and dedicated fan trains. Japan's JR East operates tourist trains themed on joyful train. Germany's DB continuously promotes zero-emission passenger transportation products; France's SNCF designs and operates high speed passenger trains for major international exhibitions and conferences; Russia's RZD operates dedicated passenger trains to meet the demands of the tourism market and major sports events.
(1) Self-service ticketing, Internet ticketing and other new ticketing modes are vigorously promoted
In addition to traditional station window ticketing, foreign railways have developed various ticketing channels such as automatic fare collection system, telephone ticketing, and agency ticketing. In recent years, accompanying the development of Internet technologies, online ticketing has become one of the main ticketing channels. The popularization of mobile terminals has accelerated the development of new ticketing modes such as mobile phone ticketing and electronic ticket. In Japan, railway tickets are sold through station windows, auto fare collection systems, on-board hand-held terminals, travel agencies, the Internet, call center and mobile phones. In Germany, DB has set up a sales network covering the entire Germany and also serving neighboring countries through its own ticketing system, telephone ticketing, agency ticketing, online ticketing and mobile ticketing. In France, SNCF sells tickets through station windows, telephone ticketing, auto fare collection systems, online ticketing, mobile phone ticketing, as well as agencies such as travel agency. In Russia, RZD sells tickets through railway stations, and provides electronic ticket service in recent years.
In recent years, smart terminals are widely used and the access to wireless network has become an urgent need of passengers in their travel, especially on high speed trains. In many countries, railway companies begin to provide or continuously improve the Internet service for passengers at stations and on trains. JR East provides WiMax value-added service at some stations and on trains. In Germany, DB solved the problem of unstable mobile phone signals and Internet access on trains. In France, SNCF provides on-board Internet access based on satellite technology. In Russia, RZD is planning to equip more stations with wireless communication devices to provide Internet access.
With the advances of information technology, changes in passengers' travel habits and increase of their demands, the passenger service system should not only provide accurate and timely train information and prediction but also release such information and predication in an easy-to-understand manner through channels such as the Internet, stations, and mobile phone APP. In view of the rapid development of Internet technology, real-time travel information will be provided to passengers. Namely, all important information of various transportation modes will be continuously provided to passengers throughout the travel.
In recent years, passengers regard travel not only as a means of transportation but also as an experience. Therefore, railway companies in all countries try their best to improve station and train services. In Japan, dedicated carriages are set for women in rush hours on some lines. In Germany, DB plans to install automatic train receiving and dispatching program and self-service check-in equipment on all trains in the period of 2018-2020. In Russia, RZD has expanded and renovated station service facilities, including installing automatic safekeeping boxes for carry-on small luggage and parcels, building more station entry/exit passages and boarding/alighting passages for people with special needs or mobility impairment, and renovating station toilets.
In order to meet the diversified needs of passengers, railway companies in various countries actively provide extended services such as catering, tourism, travel scheduling, and advertising. Development of these extended services not only increases enterprise income but also enhances the influence of enterprise brands.
The operation management of railways in major countries shows three main characteristics:
- Maintain price competitiveness. JR East makes efforts to establish a preferential tariff adjustment system. Germany's DB announced to keep the tariff stable with a slight decline when it used the new train graph in 2015. France's SNCF launched a variety of preferential services such as low-cost TGV (OUIGO) regular service.
- Implement all-round and high-level media publicity. Japan advances following the high-level marketing strategy; Germany's DB seizes the opportunity when new vehicles are put into operation or new lines are opened to carry out publicity activities; France's SNCF strengthens advertisement, including media publicity and commemorative events.
