Active Development Strategy of Urban Public Transportation Based on the Marketing Management Theory

The priority development of public transport can not match the expected speed. It is not enough to depend on strong extensive policy support only; we need to evoke the positive self working in the inner public transportation system. In this paper, the author brought the concept of marketing management into public transportation management. Based on the dual characters of public transportation that we call social benefit and business benefit, the author gave the definition of public transportation marketing management. Through the SWOT analysis of public transportation, the author located the service target and gave the active development strategies as designing the six-P marketing management group, strengthening the communication with passengers and showing the high quality service brand. This study will promote the positive development of public transportation system, integrate multi-benefit, improve the competition capacity, improve the passengers and promote the sustainable development.