基于旅客选择行为的高速铁路平行车次定价策略

Pricing Strategy of Parallel Trains of High-speed Railway Based on Passenger Choice Behavior

考虑运行在同一OD上的高速铁路平行车次,现行高铁票价固定,即不能反应平行车次间的差异化,也无法与旅客需求状况相适应,最终造成平行车次间上座率的失衡和收入的损失.鉴于此,本文借鉴多产品定价的思想,利用MNL模型来描述旅客购票过程的选择行为,并以平行车次的整体收入最大化为目标提出了3种定价策略.最后以京沪高铁为案例背景,对旅客购票过程的最优票价路径及3种定价策略的效率进行了分析.结果表明,3种定价策略均能有效提高售票收入,且差别动态定价策略表现最优.本文研究内容为高速铁路平行车次的定价决策提供了科学依据.

Consider parallel trains of high-speed railway which run on the same OD of the same high-speed line,the current fare of high-speed railways is fixed,which is neither characterization of the difference between the parallel trains nor adapted to the passenger's demand condition,and eventually resulting in unbalanced attendance rate among parallel trains and revenue loss.Therefore,this paper uses multi-product pricing idea for reference,multinominal Logit model(MNL)is used to describe passenger choice behavior in their ticketing process,and three pricing strategies are proposed with the goal of maximizing the parallel trains overall income.Finally,Beijing-Shanghai high-speed railway as a case background,this paper analyzes the optimal fare path of the passenger ticket purchase process and the efficiency of the three pricing strategies.Analytical results show that all three pricing strategies can effectively improve ticket sales income and dynamic differential pricing strategy performs best.The research content of this paper provides a scientific basis for the pricing decision of high-speed railway parallel trains.