京沪高铁客运市场细分与客票营销策略研究  

Empirical study on passenger market segmentation and ticket marketing strategy of Beijing-Shanghai high-speed railway

作　　者：赵娟[1] 任民[2] 

机构地区：[1]北京交通大学交通运输学院,博士生北京100044 [2]铁道部经济规划研究院,研究员北京100038

出　　处：《铁道经济研究》2014年第6期13-17,共5页Railway Economics Research

摘　　要：面对激烈的客运市场竞争,如何提高高铁客运市场份额,保证客运量稳步增长是亟待研究的课题。以京沪高铁为典型案例,通过抽样调查方法得到7 000余个京沪高铁旅客样本,基于市场细分及营销理论,运用因子分析及聚类分析方法对样本进行聚类和客户细分,提出京沪高铁客票营销策略,为高铁开拓客运市场提供新的思路和建议。Facing with fierce competition in passenger market, it is an urgent research topic that to improve high -speed railway passenger market share and ensure steady growth of passenger volume. Taking the Beijing-Shanghai high-speed railway for example, this article gets more than 7 000 samples of Beijing-Shanghai high-speed railway passenger by sample survey method. Based on market segmentation and marketing theory, factor analysis and hierarchical cluster analysis are adopted to the samples. Finally, Beijing-Shanghai high-speed railway ticket marketing strategy is proposed and some suggestions are provided on developing new markets of high-speed railway.

关 键 词：京沪高铁 市场细分 抽样调查 因子分析 聚类分析 客票营销 

分 类 号：F532[经济管理—产业经济]