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Table of Content Page Executive Summary1 Chapter 111Introduction2 12Company Background3 121Vision Mission Core Value4 122Intercity Passengers Services Department5 123Through Services in Hong Kong6 13Project Objectives7 Chapter 2Problem Identified8 Chapter 3Research Methodology 31Primary Data9 311Survey9 312Observations9 313Internal Interview10 32Secondary Data10 Chapter 4Result of Analysis 41Customer Profile1116 42Industry Analysis1723 43Company Analysis2431 44Competitors Analysis3236 Chapter 5Recommendation3742 Chapter 6Conclusion43 Executive Summary In operation since 1949 the Through Train from Hong Kong to Guangzhou has a long history In 1997 the Ktt was launched and soon set a new benchmark for through-train services In spite of the global economic downturn and keen competition in the cross-border passenger transport market passenger trips increased to 5820 per day -- a 9 rise over the previous year This growth indicates that there is significant potential in this market However certain problems must be addressed before this potential can be fully realized An analysis of both the industry and company has revealed problems that may be hindering growth One of the key problems is a misconception that the Through Train routes are operated by China Travel Services CTS rather than by the KCR In turn this gives rise to an impression that the quality of service is poor due to differences in the service culture between Hong Kong and China Passengers have the impression that train crews on Through Trains are slow and inefficient The objective of this study is to find ways to improve loading by persuading passengers to make Through Train services their first choice when traveling between Hong Kong and Guangzhou As this report will show the most effective way to do this is to clear up misconceptions about the quality of service Page 1 of 43 Introduction Kowloon-Canton Railway Corporation KCRC is a public corporation charged with the task of operating and developing domestic cross-boundary and inter-city railway services in a prudent commercial
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