基于拉姆齐模型的高速铁路营销方法研究  

Research of High-Speed Railway Marketing Method Based on Ramsey Model

作　　者：弓秀玲[1] 王欢 GONG Xiuling;WANG Huan(College of Civil Engineering,Inner Mongolia University of Science and Technology,Baotou 014010)

机构地区：[1]内蒙古科技大学土木工程学院,包头014010

出　　处：《科技促进发展》2018年第5期431-439,共9页Science & Technology for Development

基　　金：内蒙古科技厅自然科学基金面上项目(编号:2016MS0723):基于呼包高铁实证的内蒙古高铁定价机制研究;负责人:弓秀玲

摘　　要：本文结合成本理论、弹性理论和福利经济理论,采用统计分析法和实物模拟分析法,对拉姆齐定价模型进行了深入探讨。对拉姆齐指数的取值区间进行了拓展,结果表明拉姆齐指数取值范围比传统更广。针对不同弹性旅客类别建立了差异化定价模型和营销优化取值。假设单位营销投入变动弹性一定,表明当需求价格弹性不同时,定价方法和单位营销投入变动也不同。企业可根据不同的运营目标采取不同的定价方法和营销策略:在追求社会福利最大化时,实行统一定价和无差异营销;在追求企业利润最大化时,企业实行差异化营销,根据不同需求价格弹性采取不同的营销和定价方法。本研究为呼包动车的定价提供了定性及定量的参考。Thesis will focus on pricing method of Ramsey theory with the help of cost theory, elastic theory and statistical analysis method and actual analysis method, the cross points from the above theories and methods are combined.Expanding the range of Ramsay index, the result shows Ramsey index interval value is greater than traditional. This thesis established the optimization value and pricing model of unit marketing investment of deferential elastic custom. Under the condition of assuming the elasticity of unit marketing spending change keeps certain, the pricing model and unit marketing input change is different with various price elasticity of demand of custom group. It points to make various marketing strategies and pricing model according different operating targets, the enterprises will implement uniform pricing and nondifferentiated marketing strategies in order to pursue social welfare maximization, while implement pricing method and differentiated strategies, adopting different marketing plan according to different price elasticity in order to pursue enterprises interests＇ maximization. This study provides a qualitative and quantitative reference for the pricing of HohhotBaotou high speed rail.

关 键 词：铁路运输 高速铁路 拉姆齐模型 差异化营销 需求弹性 

分 类 号：F274[经济管理—企业管理]