基于旅客选择行为的客运专线客票差异定价策略  

Pricing Policies for High-Speed Railways Based on Customer Choice——A Revenue Management Approach

作　　者：王弋波[1,2] 王谦[2] 

机构地区：[1]中国科学技术信息研究所,北京100038 [2]中国科学院大学管理学院,北京100190

出　　处：《管理评论》2013年第7期67-77,共11页Management Review

基　　金：国家自然科学基金项目(70601031);国家自然科学基金重点项目(70731003)

摘　　要：本文综合考虑旅客出行时间和客票价格因素对客运专线不同列车需求的影响,建立基于旅客选择行为的营运收益优化模型,分析铁路客运专线公交化运营中的客票定价问题。通过旅客需求分析论证了客运专线采取差异定价策略的必要性;对收益优化模型最优价格数值解的分析表明,相对于传统的单一定价机制,差异定价不仅能更好地满足旅客需求、调整高峰期客流,还能给营运企业带来更大的收益。需求分析表明,客运专线的服务水平决定其市场占有率;数值解的敏感性分析表明,旅客对价格的敏感程度决定差异定价策略的效益,旅客对出行时间的敏感程度决定最优客票价的差异。While its trains＇ departure frequency increases, a high-speed railway operation company faces the awkward situation in which too many travelers approach its facilities at peak times, while there are low load ratios in other periods. The lack of price elasticity in supply forces the company to adopt differential pricing policies to promote revenue from the demand side. Considering the correlation between the demands of different trains and the travelers＇ desired departure times, a customer choice model illustrates this situation well. Based on this model, the revenue function of the company is clear but difficult to optimize with mathematical programming methods alone. However, with both utterly differential pricing policy and differential pricing policy, the numerical solutions in the example can still prove the superiority over unique pricing. The parameter sensitivity analysis also guarantees the robustness of the superiority, while revealing several fundamental insights into the performance of pricing policy of high-speed railway operation.

关 键 词：收益管理 选择行为 客运专线 定价策略 

分 类 号：F542.5[经济管理—产业经济]