Comparative study on competitive advantage between civil aviation and highspeed rail based on customer value

The civil aviation and high-speed rail compete for customers fiercely. The one who provides more value to customer will win. Therefore, the paper carried out survey, mined and studied the customer value elements of civil aviation and high-speed rail. Then, by the SPSS software, the paper got the relative importance of customer value elements and differences of performance on customer value elements of civil aviation and high-speed rail. On this basis, the paper built the importance/difference matrix to compare the competitive advantage between the civil aviation and high-speed rail, which will help them recognize and improve their performance.