高速铁路客运产品设计方法及策略研究  

Study on Design Method and Strategy of Passenger Transport Products of High-speed Railways

作　　者：强丽霞[1] 刘军[1] 李春艳[1] 贺振欢[1] 

机构地区：[1]北京交通大学交通运输学院,北京100044

出　　处：《铁道运输与经济》2013年第9期18-23,共6页Railway Transport and Economy

摘　　要：针对我国高速铁路客运需求特性变化,分析高速铁路客运产品的内涵、特点及其表现形式,提出高速铁路客运产品模型,通过研究高速铁路客运产品设计的基本思路和主要流程,分析高速铁路客运产品设计的关键技术方法,主要包括客运市场多级细分技术、真实需求行为预测技术、开行方案优化技术、列车分组席位协调优化配置技术、产品组合及差别定价技术等,研究提出高速铁路客运产品设计策略,即应注意树立以需求为核心的产品设计理念、针对不同层次产品合理设计多级细分市场、正确平衡产品的公益性与盈利性等。Targeting with the change of passenger transport demand characteristics on Chinese high-speed railways, this paper analyzes the contents, characteristics and display form of passenger transport products of high-speed railways, puts forward the model of the passenger transport products, and through analyzing basic idea and main procedure of the products design, the paper analyzes the key technical method of the products design, which including multilevel segmentation technology of passenger transport market, forecast technology of actual demand activity, optimization technology of operation diagram, seats coordination ＆ optimization ＆ distribution technology of multi-group through train, as well as the technologies of products combination and different pricing, etc. After the studying, the design strategies of the passenger transport products are put forward, such as paying attention to establish the product design concept with core of demand, reasonably designing the multilevel segmentation market according to different level products, and concretely balancing the product public welfare and profitability.

关 键 词：客运产品 高速铁路 客运营销 

分 类 号：U293.1[交通运输工程—交通运输规划与管理]