基于旅客价值测度模型的客运市场细分及公路客运发展策略研究

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摘要 The passenger value is used to segment the intercity passenger transport market. According to its advantages or disadvantages in each submarket, highway passenger transport (referred to as "highway mode" hereafter) is positioned to generate business strategies for operators. First, a model is built to analyze the value measuring elements with passenger expectation, actual perception quality, and service repair as cause variables, and their behavioral intention as the outcome variable. Then, the intercity passenger transport market is divided into four submarkets (economical, service-oriented, prudent, and efficiency-oriented) based on the measured values and sample passenger data from Dalian to Shenyang, and by using factor analysis and K-means cluster. Finally, the role of the highway mode is repositioned based on the service attributes that passengers in each submarket are concerned with. The development strategies of the highway mode in the new context are discussed in terms of maintaining and expanding advantages, increasing efficiency, and improving service quality.

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	王文娣
	杨忠振
	李一旋

关键词 ： transport economics, market segmentation, passenger valuoe measurement model, factor analysis, K-means cluster, highway passenger transport

Abstract：The passenger value is used to segment the intercity passenger transport market. According to its advantages or disadvantages in each submarket, highway passenger transport (referred to as "highway mode" hereafter) is positioned to generate business strategies for operators. First, a model is built to analyze the value measuring elements with passenger expectation, actual perception quality, and service repair as cause variables, and their behavioral intention as the outcome variable. Then, the intercity passenger transport market is divided into four submarkets (economical, service-oriented, prudent, and efficiency-oriented) based on the measured values and sample passenger data from Dalian to Shenyang, and by using factor analysis and K-means cluster. Finally, the role of the highway mode is repositioned based on the service attributes that passengers in each submarket are concerned with. The development strategies of the highway mode in the new context are discussed in terms of maintaining and expanding advantages, increasing efficiency, and improving service quality.

Key words： transport economics market segmentation passenger valuoe measurement model factor analysis K-means cluster highway passenger transport

收稿日期: 2016-06-15

基金资助:Supported by the National Natural Science Foundation of China (No.51078049)

通讯作者: WANG Wen-di,E-mail address:13478479032@163.com E-mail: 13478479032@163.com

引用本文:

王文娣, 杨忠振, 李一旋. 基于旅客价值测度模型的客运市场细分及公路客运发展策略研究[J]. Journal of Highway and Transportation Research and Development, 2017, 11(1): 103-110.
WANG Wen-di, YANG Zhong-zhen, LI Yi-xuan. Market Segmentation and Development Strategies for Highway Passenger Transport Based on Measurement Model of Passenger Value. Journal of Highway and Transportation Research and Development, 2017, 11(1): 103-110.

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