마케팅을 통한 철도 이용활성화 방안

Korea Train Express (KTX) is now leading the train industry, heralding a new renaissance of transportation and changing the old construction-oriented policy to one based on customers’ needs that intends to offer better service in speed, convenience, and space creation around the railroad stations. The new policy aims to provide differentiated ‘utility’ based services, with the commitment to environmentally friendly ‘green growth’. Nevertheless, the new policy has the unspecified ‘public’ as its target and tends to change bus users to train users rather than automobile users to train users. Furthermore, due to the heavy dependence on automobiles, there exists the definite limit of the new policy to attract the automobile users to train services. In Korea, the average automobile trip is 59.2km per day, which is higher than that of the United States, and ranks first among OECD countries. This study introduces marketing strategies to increase the use of train services. Its target audience is the automobile commuters who are in a reasonable situation to use the train. Particularly, it introduces the ‘Emotional Marketing’ strategy that appeals to the mind and heart of the consumers by raising the awareness of environmental changes such as For the concrete implementation of Emotional Marketing, the ‘I Want to Ride a BMW’ poster was made to reflect the values of environment, safety, and diet and health. Also included are other rational marketing strategies such as Utility Marketing and Incentive Marking to better assist and implement Emotional Marketing. In this study, Emotional Marketing is estimated to produce the favorable synergy for the expansion of railway infrastructure. Based on the survey using Emotional Marketing, 42% of the automobile users were willing to switch to rail. This study concludes that Emotional Marketing needs to go with Utility Marketing and Incentive Marketing to weaken the heavy dependence on automobiles and to successfully prompt the change to train services.