基于盈亏平衡分析的广九直通旅客列车营销策略

Break-even point of the passenger load research on Guangzhou east-Kowloon through passenger train

推算了广九直通车的上座率盈亏平衡点,并对其敏感性进行分析,认为票价P、定员总人数Q、固定成本F是其敏感性因素,在此基础上提出广九直通车产品策略宜实施“公交化”开行方案、特定时段增加密度或编组辆数、针对不同客流开行不同档次的列车;价格策略可采取溢价策略、特定时期票价上调、特定时段折扣、折让相结合的策略;应实施内部营销策略,以便降低固定成本,保证企业提供高质量的服务。

The break- even point of GKTF was recovered and a sensitivity analysis was conducted. The results show that the GKTF capacity Q, passenger fare P and fixed cost F are sensitive factors. On the basis of this, the marketing strategy of GKTF is made. The product strategy is that the enterprise can use the ＂publicity＂ operation plan, on the special period improve the density of trains or the number of cars of train formation, operation different train for different sorts of passenger. The price strategy is that the enterprise can use premium value, discount and allowance on the special period or time. The inter- marketing strategy should be used to reduce the fixed costs and improve the high service quality of GKTT for the passenger.