EFFICIENT AND CUSTOMER-ORIENTED MANAGEMENT OF BUS TRANSIT - 'Marketing the Adelaide Metro Public Transport System'

摘要

Public Transport is a high turnover, low value consumer service that requires a prominent and positive profile in the market place, especially in the city where genuine choice is available. The Adelaide Metro has demonstrated that by applying the rules of brand management and a marketing discipline, real results can be achieved with a customer focus based on experience and comprehensive market research. With the cost of providing public transport a major expense for government it must return real benefits to the individual and society - this requires that matches the needs and wants of those using public transport and those most inclined to use it. This requires a careful balance in the actual product mix and the subsequent communications and marketing mix. The Adelaide Metro has achieved this and reversed a 20-year decline in public transport patronage. This paper outlines how it was achieved.