摘要
本文以宁波市和青岛市322份高铁乘客问卷为样本,通过建立基于计划行为理论的高铁乘客选择行为模型,提取影响选择行为意向的因子,运用回归分析对数据参数进行估计,结果表明,个人行为态度、主观规范和个人直觉行为控制对高铁乘客选择意向有明显的影响,特别是乘客感知价值与期望价值的差距直接影响着高铁乘客的行为选择。因此,高铁企业要通过广泛宣传,品牌化运作,努力提高服务质量;注意进行市场细分,实行弹性价格,提供特色服务,满足乘客社会、经济属性的异质化,以促使异质性高铁乘客选择意向的形成。同时,不断提高体制内治理水平,整合资源,形成合力,进而树立良好铁路运输企业形象,实现可持续发展。
The purpose of people＇s choice of traffic tools is to achieve the transfer of space position. As the dif- ferent spatial displacement characteristics of different means of transportation, people＇s choice of transport will dif- fer. With the economic and social development, the demand of people for physical products and service products are more and more high, transportation is a kind of product, the passenger is the customer. High quality product or service is a magic weapon for enterprises to win in the fierce competition. In the age of the customer is the ruler, in order to better realize the enterprise development, how to study customer behavior and provide products to meet their needs is more and more important. With the progress of technology, traditional transportation modes are chan- ging and restructuring, passengers on transportation selection method and influence factors has undergone new chan- ges, by analyzing choice behavior and the influence factors of passenger high-speed rail, help for us to better un- derstand the high-speed rail passenger demand and understanding of passenger choice high-speed rail as the main reason for travel tools, which is conducive to the railway enterprises to further enhance the transport service quality and service level, then set up good railway transport enterprise image and achieve sustainable development. Using the theory of planned behavior, supported by the survey data of 322 high-speed rail passengers from Ningbo and Qingdao City, we extract factors influencing the choice of passengers＇ behavioral intention, and use the regression analysis estimating the data parameter. The results showed that： the passenger＇s personal behavior and attitude, subjective norm and personal intuition behavior control high-speed rail passenger choice intentions have significant impact, especially in the passenger perception and expectation gap directly affects the behavior of passenger＇s choice. The suggestions are given as below. Firstly, high-speed rail companies should further through extensive public- ity and striving brand to improve product quality. High-speed rail transportation as a product, improving the prod- uct quality is the fundamental thing. The companies should create star brand lines and continue to spread, in order to expand passenger awareness and enhance of high speed rail passenger choice behavior intention. Secondly, high- speed rail companies must conduct market segmentation, make flexible prices and provide special services. Hetero- geneity in social and economic attributes of passengers requests the enterprise must carry out effective market differ- entiation. In the marketing mix, for different passengers, the high-speed rail companies should meet the heteroge- neous passenger grade, and strive to improve service levels in order to meet the travel needs of passengers, through the special services and constantly improving the high-speed rail passenger perception; In the price strategy, high- speed rail companies should have the ticket price positioning to has certain flexibility, to display their own advanta- ges, both to meet the demand for high-income groups and take into account the social fairness of low-income groups; in the promotion strategy, the companies can increase the breadth and depth of the market. Thirdly, the companies should improve the system level mechanisms of governance constantly, paying special attention to the management of marketing channels, resulting in people personal attitude and behavior of the negative affect the pas- sengers＇ choice intention. Last but not least, high-speed rail companies should consider of the high-speed rail pas- senger choice intention influence factors of effect and construct the high speed rail passenger boarding choice behav- ior evaluation index system. How to establish a sound marketing management system to provide suitable demand of optimal travel plan is a good idea. Whether from the perspective of reducing the transportation cost of the enterpri- ses or in order to improve the competitiveness angle consideration, through reasonable ticket price formulation, ac- cording to the regularity of passenger flow, formulating a flexible of train operation plans and early warning mecha- nism to share of different traffic modes of transport pressure, the high-speed rail companies could improve the effi- ciency of China＇s regional transport and establish the enterprise image of bearing the social responsibility.
出处
《经济管理》
CSSCI
北大核心
2016年第2期102-113,共12页
Business and Management Journal ( BMJ )
关键词
高速铁路
高铁乘客
计划行为理论
选择行为意向
high-speed rail
high-speed rail passengers
theory of planned behavior
choice behavior intention
