TITLE:
Research on the Synergistic Mechanism of Railway Passenger Service Quality Improvement from the Perspective of Brand Leadership—A Case Study of the “Yuecai” EMU Service Brand
AUTHORS:
Jing Wu
KEYWORDS:
Railway Passenger Transportation, Service Brand, Service Quality Improvement, Synergistic Mechanism, “Yuecai” Brand
JOURNAL NAME:
Open Journal of Applied Sciences,
Vol.15 No.12,
December
29,
2025
ABSTRACT: Against the backdrop of the in-depth advancement of the “Transportation Power” strategy and the increasingly fierce competition in the comprehensive transportation system, railway passenger transportation is undergoing a critical transformation from “scale expansion” to “quality revolution”, and the coordinated development of service brands and service quality has become a core proposition for the high-quality development of the industry. Based on the brand positioning theory and service brand ecosystem theory, this paper takes the “Yuecai” EMU service brand of China Railway Guangzhou Bureau Group Co., Ltd. as a typical case, Integrates 5166 pieces of passenger survey data, complaint data fed back by the 12,306 background system, and authoritative third-party industry reports, constructs and empirically tests a synergistic analysis framework of “brand-driven-service quality improvement-value feedback”, and systematically deconstructs the internal mechanism of four core strategies: brand positioning, concept construction, touchpoint management, and capability reshaping. By adopting scientific methods such as setting control groups and stripping confounding variables, the study effectively avoids potential biases in commissioned research. The results show that the construction of the “Yuecai” brand not only increased the satisfaction rate of EMU crew services from 93.3% to 97.96% and the accuracy rate of passenger brand recognition from 67% to 83%, but also made a significant incremental contribution to the 7.9% growth rate of passenger traffic and 7.4% growth rate of passenger transport revenue of Guangzhou Railway Group in 2024 after excluding external interference factors. This study fills the theoretical gap in the synergistic mechanism of “brand-service” in the field of railway passenger transportation and provides a replicable theoretical paradigm and practical path for the service quality upgrading of the industry.