基于收益管理的成都地铁客运车票定价研究

发布时间：2018-03-29 01:27

本文选题：定价　切入点：收益管理　出处：《电子科技大学》2012年硕士论文

【摘要】：地铁的票价制定是关系到企业定位、票务收入、服务与发展的战略决策。成都地铁1号线的开通对成都市的交通和地铁公司自身的发展都是战略意义重大的事件，如何制定出有利于符合城市长远规划与企业发展的定价方案是个非常重要的课题。本论文通过理论加实践的方式，在制定基于收益管理理论的成都地铁差别化定价方案的基础上，确定效益目标，对定价方案可能吸引的客流进行预测，并以此为基础进行票务收入的预测。然后对该方案实施一年后的客流数据、客流结构、平均票价与收益数据进行统计分析，对差别化的定价因素分别进行剖析，得出方案基本达到预期效果的结论。最终，，对该定价方法进行总结，展望进一步开展收益管理定价方案研究的方向和前景。本论文通过对相关定价理论结合收益管理理论的研究，结合成都市城市交通实际的出行需求分析，制定出覆盖面广的差别化定价方案，既考虑运营企业的成本、利益与发展需求，还充分考虑各方面消费者的承受能力和出行消费行为习惯，引导培养潜在客户群体，最终达到吸引客流和扩大票务收入的效益目标。通过本论文的研究，不仅肯定了成都地铁差别化定价方案的方向正确，对实施过程中采取的差别化调整措施也是值得肯定的。为了在地铁发展的中长期实现更好的效益目标，还应沿着这条道路进行更加深入的研究和实践。
[Abstract]:The establishment of subway ticket price is a strategic decision related to enterprise positioning, ticket income, service and development. The opening of Chengdu Metro Line 1 is a strategic event for the transportation of Chengdu City and the development of Metro Corporation itself. It is a very important subject how to make the pricing scheme which is in line with the city long-term planning and enterprise development. In this paper, through the way of theory and practice, on the basis of making the differential pricing scheme of Chengdu Metro based on revenue management theory, the benefit goal is determined, and the passenger flow that the pricing scheme may attract is forecasted. On the basis of this, the ticket income is predicted. Then, the data of passenger flow, structure of passenger flow, average ticket price and income data after the implementation of the scheme are statistically analyzed, and the differential pricing factors are analyzed respectively. Finally, the paper summarizes the pricing method and looks forward to the direction and prospect of further research on the revenue management pricing scheme. Through the research of the related pricing theory combined with the revenue management theory, combined with the actual travel demand analysis of Chengdu city transportation, the differential pricing scheme with wide coverage is worked out, which takes into account the cost of the operation enterprise. The interests and development needs also fully consider the consumers' bearing capacity and travel behavior habits, guide the cultivation of potential customer groups, and ultimately achieve the goal of attracting passenger flow and expanding ticket income. Through the research of this paper, not only the direction of differential pricing scheme of Chengdu Metro is confirmed, but also the differential adjustment measures taken in the course of implementation are worthy of recognition. In order to achieve better benefit goal in the medium and long term of subway development, Further research and practice should also be carried out along this road.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F224;F570.5

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