基于旅客价值测度模型的客运市场细分和公路客运发展策略研究

Study on Market Segmentation and Development Strategy of Highway Passenger Transport Based on Passenger Value Measurement Model

以旅客价值为细分变量进行城际客运市场细分,依据公路客运在各细分子市场中的相对优劣性对其进行市场定位,旨在探寻城际公路客运企业的发展策略。首先,建立了旅客价值测度模型。模型以旅客期望、旅客感知质量和服务补救3个要素为原因变量,旅客行为意向为结果变量,分析了影响旅客出行的价值测度要素。其次,基于旅客价值测度结果和大连至沈阳的样本数据,运用因子分析和K-means聚类将城际客运市场细分为服务型市场、经济型市场、慎重型市场和效率型市场。最后,根据旅客对各类市场服务属性的关注点,重新对公路客运进行了定位,从稳固和拓展公路客运的优势领域、提高效率和改善服务质量等方面探讨了新形势下公路客运的发展策略。

Passenger value is regarded as the segmentation variable in the segmentation of the intercity passenger transport market. According to the relative advantages and disadvantages of highway passenger transport in each submarket, its market orientation is conducted to explore the development strategy of intercity highway passenger transport enterprises. First, a passenger value measurement model is built to analyze the value measurement elements affecting passenger travels with passenger expectation, passenger perceive quality and service recovery as cause variables, and passenger behavioral intention as the outcome variable. Then, based on the passenger value measurement result and the sampled data from Dalian to Shenyang, the intercity passenger transport market is subdivided into service-oriented, economical, prudent and efficiency-oriented ones with the methods of factor analysis and K-means clustering. Finally, service of highway passenger transport is repositioned based on passengers＇ concerns in each submarket. And the development strategy of highway passenger transport in the new context is discussed with the respect of maintaining and expanding the strength field, increasing efficiency and improving service quality.