广州南站旅客市内接驳交通市场细分研究

Research on the Market Segmentation of Guangzhou South Railway Station Passengers’Intra-city Interchange Transportation

本文研究了广州南站旅客市内接驳交通的市场细分问题.采用RP/SP联合调查方法,对广州南站旅客的个人出行特征和接驳交通方式选择行为进行了问卷调查;使用潜在类别模型与多项Logit模型结合的方法,对广州南站旅客市内接驳交通市场进行细分,并分析各类旅客市内接驳交通方式的选择情况.计算结果表明:广州南站旅客市内接驳交通市场可分为“休闲型”(43.97%)、“商务型”(28.94%)和“学生型”(27.09%)三类;这三类旅客主要倾向于选择公交地铁组合和地铁这两种接驳方式,比例分别达到了69.20%、84.59%和94.56%;“学生型旅客”和“商务型旅客”主要选择了公共交通方式出行,而“休闲型旅客”中有30.8%的旅客选择出租车和私家车.研究发现,三类旅客群体虽然具有明显的行为特征差异性,但在接驳交通方式选择上主要倾向于公共交通方式,因此公共交通方式也需要提供多样化的服务来满足不同类型旅客的需求.

This paper studies the market segmentation of intra-city interchange transportation for passengers at Guangzhou South Railway Station.By adopting the RP/SP joint survey method,a questionnaire survey was conducted on the personal travel characteristics and interchange transportation mode selection behavior of passengers at the station.The latent class model and the multinomial logit model are used to subdivide the intra-city interchange transportation market of the passengers and analyze their selection of various types of intra-city interchange transportation.The calculation results show that:(1)The passenger interchange transportation market at Guangzhou South Railway Station can be divided into three types:“leisure passengers”(accounting for 43.97%),“business passengers”(28.94%)and“student passengers”(27.09%);(2)the three types of passengers tend to choose the combination of bus and subway or the subway,accounting for 69.20%,84.59%and 94.56%,respectively;(3)“student passengers”and“business passengers”mainly choose public transportation,while more than 30.8%of“leisure passengers”choose taxis and private cars.The study found that although the three groups of passengers have obvious differences in behavior characteristics,they mainly prefer public transport in terms of interchange transportation modes.Therefore,public transport modes also need to provide diversified services to meet the needs of different types of passengers.