高速铁路差异化营销优化取值模型研究——以呼包高铁为例

发布时间：2018-06-29 04:16

  本文选题：高速铁路 + 均衡理论　； 参考：《会计之友》2017年12期

【摘要】：我国高速铁路目前的营销模式较为单一,不能根据市场细分及时进行调整,影响了高铁企业收益和社会效益。文章采用微观经济学企业利益与社会福利均衡理论,通过定性和定量研究,建立了基于高铁企业利益和社会福利均衡条件下单位营销投入变动的优化取值模型,分析了单位营销投入变动和需求价格弹性之间的关系,指出应根据不同运营目标采取不同的营销策略:当追求社会福利最大化时,企业应实行无差异营销策略;当追求企业利益最大化时,企业应实行差异化营销策略。根据不同需求价格弹性采取不同的营销方案,对于我国高铁营销具有实际指导意义。
[Abstract]:The current marketing mode of China's high speed railway is relatively simple, which can not be adjusted in time according to the market segmentation, which affects the income and social benefits of the high speed railway enterprises. The article adopts the theory of microeconomics enterprise interest and social welfare equilibrium, through qualitative and quantitative research, establishes a single basis on the conditions of the interests of the high speed rail enterprises and the equilibrium of social welfare. The relationship between the change of unit marketing input and the elasticity of demand and price is analyzed. It is pointed out that different marketing strategies should be taken according to the different operating objectives: when the pursuit of social welfare is maximized, the enterprise should implement the non difference marketing strategy; when the pursuit of the maximization of the interests of the enterprise, the enterprise should carry out the difference. Dissimilation marketing strategy. According to different demand price elasticity, adopting different marketing schemes has practical guiding significance for China's high-speed rail marketing.
【作者单位】： 南京航空航天大学民航学院;内蒙古科技大学;天津大学管理与经济学部;
【基金】：内蒙古自然科学基金项目“内蒙古航空业和高铁的博弈研究”(2011MS0720)、“基于呼包高铁实证的内蒙古高铁定价机制研究”(2016MS0723)
【分类号】：F274;F532.8
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本文编号：2080809