基于粗糙集的复合属性铁路旅客出行决策影响因素分析与权重计算

Rough Set Theory Based Travel Decision-making Factor Analysis and Weight Calculation for Railway Passengers of Compound Attributes

首先,本文将满意度作为影响旅客出行决策的评价因子,从经济、快速、舒适、便捷、安全、服务、准时7个方面建立铁路旅客出行满意评价指标体系;其次,设计旅客出行满意度评价调查问卷,进行问卷调研,并对调研数据进行信度、效度分析;再次,根据市场细分原则,从出行目的和月收入双重属性角度将旅客划分为12类,以调研数据为基础构建旅客出行满意评价知识系统,运用粗糙集理论筛选影响旅客出行满意的关键因素,计算并对比分析12种类型的旅客对出行满意影响因素的权重偏向;最后,根据12种类型旅客对不同满意因素的权重偏向特点,将其归并为效率型、经济型、休闲型、高端型4种,然后有针对性地对各类型旅客提出个性化服务的营销策略。

Firstly,the degree of satisfaction was used as the evaluation factor that affected decision-making of passenger travel.The railway passenger satisfaction evaluation index system was established in respect of economy,rapidity,comfort,convenience,safety,service and punctuality.Secondly,the passenger travel satisfaction evaluation questionnaire was designed to conduct investigations and analysis was made on reliability and validity.Thirdly,on the principle of market segmentation,the passengers were divided into 12 categories from the double-attribute angle of the travel purpose and the monthly income.On the basis of the survey data,the passenger satisfaction evaluation knowledge system was established.The rough set theory was applied to screen the key factors affecting passenger travel satisfaction.The weight preferences of the twelve kinds of passengers for each factor affecting passenger travel satisfaction were calculated and compared.Finally,according to different weight preferences for different affecting factors,the twelve kinds of passengers were merged into passengers of the four types of characters,i.e.,efficiency,economy,leisure-enjoying and high-level service.The personalized service marketing strategy was put forward for different kinds of passengers.