基于市场细分的京沪高铁快运产品设计及实证研究

Design and Empirical Research of Beijing-Shanghai High Speed Rail Express Products Based on Market Segmentation

近年来,我国快递业务呈现蓬勃发展态势,2021年快递业务量突破1000亿件,增速超过29%。京沪高速铁路是连通京津冀、长三角两大经济圈的重要运输通道,沿线商贸流通频繁,由此带来的快递需求更为旺盛。高铁快运作为快递运输方式新供给,具有稳定性强、时效性高、绿色环保等优势,适合利用京沪高速铁路进行高时效快递运输。在预测京沪高速铁路沿线城市快递业务量的基础上,提出基于KANO模型的京沪高铁快运产品设计流程和方法,基于京沪沿线客户快递需求调查构建京沪高铁快运产品设计技术框架,提出京沪高铁快运产品谱系方案,并以高铁“极速达”产品为例,分析京沪高铁“极速达”产品定位、产品时效、作业流程及影响效应,为高铁快运产品设计和经营提供借鉴。

In recent years,China’s express delivery business has gained vigorous development momentum.In 2021,the express delivery business volume exceeded 100 billion pieces,with a growth rate of more than 29%.The Beijing-Shanghai High Speed Railway is an important transportation channel connecting the Beijing-Tianjin-Hebei Economic Zone and the Yangtze River Delta Economic Zone,and the frequent commercial circulation along the line has brought about growing express delivery demand.As a new transportation mode supply for express delivery,high speed rail express has the advantages of strong stability,high timeliness,and environmental friendliness.Therefore,the Beijing-Shanghai High Speed Railway is suitable for express delivery transportation with high time effectiveness.On the basis of forecasting the express delivery business volume of the cities along the Beijing-Shanghai High Speed Railway,this paper proposed a design method and process for the Beijing-Shanghai high speed rail express products based on the Kano model.Then,a technical design framework for the Beijing-Shanghai high speed rail express products was constructed by investigating the express delivery demand of the customers along the BeijingShanghai High Speed Railway.Furthermore,a pedigree scheme was proposed for the Beijing-Shanghai high speed rail express products.The immediate delivery service product of high speed railways was discussed as an example to analyze the positioning,time effectiveness,operation process,and impact effect of the immediate delivery service product of the Beijing–Shanghai High Speed Railway.This paper is expected to provide a reference for the design and management of high speed rail express products.