强化营销引客流 旅游撬动促增量
Strengthen marketing to attract passenger flow, leverage tourism to promote growth
2023年是旅游全面恢复的第一年，中国铁路兰州局集团有限公司围绕“提质、扩网、回归、创效”四大主题，以开局就是决战、起步就是冲刺的干劲和拼劲，多措并举，精心谋划“环西部火车游”专列开行方案，取得了旅游开发量值双升的喜人成果。
2023 is the first year of comprehensive tourism recovery. China Railway Lanzhou Bureau Group Co., Ltd., focusing on the four main themes of "quality improvement, network expansion, return, and efficiency creation", has taken multiple measures and meticulously planned a special train operation plan for the "Western Rim Train Tour", achieving satisfactory results in double increase in tourism development value.
密集推介营销，“种草”吸引客流
Intensive promotion and marketing, "planting grass" to attract customer flow
今年2月中旬以来，兰州局集团公司借助甘肃省文旅厅开展的一系列精准营销市场拓展行动，先后前往山东济南、青岛以及上海参加“好客山东·如意甘肃”双向游系列活动、上海2023企徒文旅户外生态圈全球徒友家族见面会等，开展“环西部火车游”品牌及产品推介推广宣传、市场营销等活动。
Since mid February this year, Lanzhou Bureau Group Company has taken advantage of a series of precision marketing market expansion actions carried out by the Gansu Provincial Department of Culture and Tourism. They have successively traveled to Jinan, Qingdao, and Shanghai in Shandong to participate in the "Friendly Shandong · Ruyi Gansu" two-way travel series activities, as well as the Shanghai 2023 Enterprise, Student, Culture, Tourism, and Home Ecological Circle Global Apprentice Family Meeting. They have also carried out activities such as promoting and marketing the "Western Railway Tour" brand and products.
他们在4月26日张掖第十一届丝绸之路国际旅游节向境内外旅行商、投资商和文旅机构推介“环西部火车游”特色文旅产品，利用图定列车向陇南、天水等地开行“环西部火车游”包车游列车，与省内外旅行商、文旅企业家、媒体记者和甘肃各市州文旅部门相关负责人一同参加甘肃省文旅厅“我和四季有个约会”——“车窗外的春天”旅游主题推广活动，推介“环西部火车游”短途精品旅游线路。
On April 26th, at the 11th Silk Road International Tourism Festival in Zhangye, they promoted the characteristic cultural and tourism products of the "Western Rim Train Tour" to domestic and foreign travel merchants, investors, and cultural and tourism institutions. They used the designated train to operate the "Western Rim Train Tour" charter train tour to Longnan, Tianshui, and other places, and collaborated with travel merchants, cultural and tourism entrepreneurs from both inside and outside the province Media reporters and relevant leaders of cultural and tourism departments in various cities and prefectures of Gansu Province participated in the "I Have a Date with Four Seasons" - "Spring outside the Window" tourism theme promotion activity of the Gansu Provincial Department of Culture and Tourism, promoting the "West China Railway Tour" short distance boutique tourism route.
他们还与路内6家旅行社签订合作协议，开展互为地接供应商合作，开拓地接业务。该局集团公司12306客运平台及时更新“环西部火车游”产品信息，推出“最美油菜花海 汉中诗画之旅”“环西部火车游·官鹅火车二日游”“环西部火车游·青木川深度二日游”“环西部火车游·天池油菜花动车二日游”“环西部火车游·阆剑之约三日游”5条春游产品，“环西部火车游·港澳专列11日游”等3条跨局长线专列，1条“环西部火车游·崆峒号”省内精品专列。
They also signed cooperation agreements with six travel agencies on the road to collaborate with each other's local suppliers and expand their local business. The 12306 passenger transportation platform of the bureau's group company has timely updated the product information of the "West China Railway Tour" and launched five spring tourism products, including "The Most Beautiful Rapeseed Flower Sea Hanzhong Poetry and Painting Tour", "West China Railway Tour · Official Goose Train 2-day Tour", "West China Railway Tour · Qingmuchuan Deep 2-day Tour", "West China Railway Tour · Tianchi Rapeseed Flower Train 2-day Tour", and "West China Railway Tour · Langjian Appointment 3-day Tour", There are three cross bureau long line special trains, including the "West China Railway Tour · Hong Kong Macao Special Train 11 Day Tour", and one "West China Railway Tour · Kongtong Express" provincial boutique special train.
部门通力协作，高标做好开车准备
Collaborate with all departments to prepare for driving with high standards
为做好2023年“环西部火车游”启动工作，兰州局集团公司各部门提前着手，根据业务需求，车辆部门在短时间内完成车辆和车体调度集结，对“环西部火车游·崆峒号”车辆复组10辆，整备两组25G型车底32辆，并按照需求提前将车辆编挂到指定车站，所有设备检修到位，联系兄弟局集团公司保障列车加油工作；客运部门对旅游列车线路编排进行多次核对，保障专列的顺利开行；运输部门积极协调专列的运行图铺划。兰州车辆段、兰州车站、兰州客运段、银川客运段全力配合，在短时间内完成调车作业、乘务人员安排、车体深度保洁工作。
In order to carry out the launch of the "West China Railway Tour" in 2023, various departments of Lanzhou Railway Bureau Group Company have started in advance. According to business needs, the vehicle department has completed the vehicle and body scheduling and assembly in a short period of time. 10 vehicles for the "West China Railway Tour · Kongtong" have been reorganized, and two sets of 32 25G type vehicle bottoms have been prepared. Vehicles have been arranged and hung up at designated stations in advance according to requirements, and all equipment has been repaired in place, Contact Brother Bureau Group Company to ensure train refueling work; The passenger transportation department conducts multiple checks on the arrangement of tourist train routes to ensure the smooth operation of specialized trains; The transportation department actively coordinates the layout of the train operation diagram. Lanzhou Rolling Stock Depot, Lanzhou Station, Lanzhou Passenger Transport Depot, and Yinchuan Passenger Transport Depot fully cooperate to complete shunting operations, crew arrangements, and deep cleaning of the vehicle body in a short period of time.
精准市场定位，全程组织服务到位
Accurate market positioning, fully organized and serviced throughout the entire process
为确保旅游上量，兰州局集团公司牢固树立以游客为中心的服务理念，更加注重产品驱动、市场导向，3月下旬密集开行旅游专列4列，组织游客1956人。3月18日兰州开出“环西部火车游·粤港澳”专列，3月20日银川开行“漫步山与海·畅游港珠澳”港珠澳旅游专列，3月18日、26日，4月21日、28日开行“环西部火车游·崆峒号”省内旅游专列。
To ensure tourism volume, Lanzhou Bureau Group Company firmly establishes a customer-centric service concept, pays more attention to product driven and market oriented, and in late March, it launched four intensive tourism special trains, organizing 1956 tourists. On March 18th, Lanzhou launched the "Western Rim Train Tour Guangdong Hong Kong Macao" special train. On March 20th, Yinchuan launched the "Walking through the Mountains and Seas, Traveling Hong Kong Zhuhai Macao" Hong Kong Zhuhai Macao tourism special train. On March 18th and 26th, and April 21st and 28th, the "Western Rim Train Tour Kongtong" provincial tourism special train was launched.
同时平凉专线首次配备“星级酒店旅游车”，增强旅客美好旅居体验。兰州站、平凉站都开辟了旅游列车绿色通道和候车区。平凉市文旅相关单位对首批“环西部火车游”游客举行了欢迎仪式，发放当地文旅纪念品。
At the same time, the Pingliang Special Line is equipped with a "star rated hotel tourist car" for the first time, enhancing passengers' beautiful living experience. Lanzhou railway station and Pingliang Railway Station have opened up green channels and waiting areas for tourist trains. The cultural and tourism related units in Pingliang City held a welcome ceremony for the first batch of tourists on the "West China Railway Tour" and distributed local cultural and tourism souvenirs.
针对银发旅游老人，相关部门对就餐、列车背景音乐、行李搬送、游客乘降时间等服务细节、功能体验等方面进行全面优化。旅游专列上除列车乘务员外，还安排了优秀的“列车旅游管家”、随车保健医生，在列车上设立“环西部火车游”医疗点，让游客更加放心。
For elderly tourists with silver hair, relevant departments have comprehensively optimized service details and functional experiences such as dining, train background music, luggage transportation, and tourist boarding and landing times. In addition to train attendants, excellent "train tour butlers" and accompanying health doctors are also arranged on the tourism special train, and a "Western Rim Train Tour" medical point is set up on the train to make tourists feel more at ease.
4月23日，该局集团公司利用图定列车首开的“环西部火车游”研学旅游专线，组织上海外国语学校寻迹“两弹一星”“探访千年丝路”，在兰新线开创了新的“环西部火车游”游客组织模式，实现了疫情后与中国铁路上海局集团有限公司的跨局合作。
On April 23rd, the group company of the bureau utilized the "Western Rim Train Tour" research and tourism special line launched by the Tuding train to organize Shanghai Foreign Language School to search for "two bombs and one satellite" and "explore the millennium Silk Road". They created a new tourist organization model for the "Western Rim Train Tour" on the Lanxin Line, realizing cross bureau cooperation with China Railway Shanghai Bureau Group Co., Ltd. after the epidemic.
截至4月28日，兰州局集团公司共组织开行旅游专列9列，旅游专线3条以及研学专列等，累计组织游客9188人次。
As of April 28th, Lanzhou Bureau Group Company has organized a total of 9 tourism special trains, 3 tourism special lines, and research and study special trains, with a total of 9188 tourists organized.
下一步，兰州局集团公司将根据市场需求和运能情况，加强与地方政府、文旅企业合作，以“环西部火车游”旅游品牌为载体，落实国家乡村振兴相关要求，寻找和开发周末乡村游和居旅生活周边游旅游产品，进一步扩大引流上线成果。
Next, Lanzhou Bureau Group Company will strengthen cooperation with local governments and cultural and tourism enterprises based on market demand and transportation capacity. Using the "Western Rim Train Tour" tourism brand as the carrier, it will implement the relevant requirements of national rural revitalization, search for and develop weekend rural tourism and living and living weekend tourism products, and further expand the flow of online results.
