KTX의 마케팅 전략과 성과에 관한 연구

A study on Marketing Strategy and Performance of KTX

With opening of KTX, Korea Railway have carried out a variety of marketing strategies unprecedented, which have brought successful results for dramatical increasing passengers in KTX from 72 thousand passengers per day in 2004 to 85 thousand passengers per day in 2005. These marketing strategies for Korea Rail to use in increasing passengers for KTX are the following: special discount fare system for non-season to penetrate into transport market in the first time, fare system reform considering to customers' willing to pay, new item development by each specific market like contracting transport, YMS(Yield Management System) by stages, Home-ticket-and-e-ticket and tele-marketing service, and wide range covering sales network making it comfortable for users in KTX. This paper discusses these successful marketing strategies and its performance and finally suggests strategic implications for KTX growth.