基于市场细分的低收入通勤者公交出行改善对策  

Public Transit Improvement Measures of Low-income Commuters Based on Market Segmentation

作　　者：程龙[1,2] 陈学武[1,2] 杨硕[1,2] 袁明义 

机构地区：[1]东南大学江苏省城市智能交通重点实验室,南京210096 [2]现代城市交通技术江苏高校协同创新中心,南京210096 [3]抚顺市规划设计研究院,辽宁抚顺113008

出　　处：《交通运输系统工程与信息》2016年第3期8-14,共7页Journal of Transportation Systems Engineering and Information Technology

基　　金：国家自然科学基金项目(51178109);国家重点基础研究发展计划'973'项目(2012CB725402)~~

摘　　要：为了识别低收入通勤者中公交出行的选择偏好差异,基于抚顺市居民出行调查,采用基于主观态度建模对公交出行市场细分.首先通过因子分析确定低收入通勤者的主观态度变量,然后利用结构方程模型研究主观态度与公交出行之间的因果关系,最后基于K-means聚类方法对低收入通勤者进行市场细分.根据出行舒适性需求、可靠性需求和环保意识3类态度变量,将公交出行市场细分为5个子市场,同一子市场中通勤者选择公交出行意愿类似,不同子市场间选择意愿显著不同.对比分析子市场间出行特征和主观态度的差异,剖析产生公交选择差异的主观态度方面的原因,并提出差别化公交出行改善对策.To identify low-income commuters with different public transit preferences, market segmentation using subjective attitudinal factors is conducted based on travel diary survey data of Fushun. First, factor analysis is utilized to determine latent attitudes of low-income commuters. Then, structural equation modeling is used to explore the causal relationship between attitudinal factors and public transit travel. Last, K-means cluster method is employed to segment low-income commuters. The entire public transit market is segmented into five sub-markets by three attitudinal factors including preferences for comfort, preferences for reliability and environment awareness. Commuters in the same sub-market possess similar travel preferences while those in different attitudinal characteristics of different sub-markets sub-markets have distinct preferences. Travel and are examined to analyze effects of latent attitudes on public transit choices. Polices that serve differentiated public transit travel needs are proposed.

关 键 词：交通工程 公交出行改善 市场细分 低收入通勤者 因子分析 结构方程模型 K-MEANS聚类 

分 类 号：U491.1[交通运输工程—交通运输规划与管理]