基于顾客忠诚的铁路旅客市场细分研究

发布时间：2018-05-25 20:38

本文选题：顾客忠诚 + 市场细分　；参考：《北京交通大学》2013年硕士论文

【摘要】：随着客运市场竞争的日益加剧,铁路运输企业面临的竞争压力越来越大。如何在复杂多变的市场竞争环境中制定行之有效的营销策略,发挥自身优势,求得长期稳定发展,是铁路运输企业亟待解决的问题。而市场细分是进行有效市场营销的前提条件,它通过将整个市场划分为不同的消费群体,根据不同的消费特征,帮助企业有针对性的制定服务管理措施。以往开展的铁路旅客市场细分工作,大都是基于旅客人口统计特征、地理环境因素等进行的,很少涉及到旅客的消费心理及消费行为,而基于顾客忠诚的铁路旅客市场细分,将从这个角度出发,帮助铁路运输企业识别有价值的旅客群体,了解不同群体的个性化需求,提升服务质量,培养顾客忠诚,为企业带来持久的经济效益。本文首先通过研究顾客忠诚的相关文献,明确了影响顾客忠诚的相关因素包括顾客满意、顾客信任、转换成本等,在此基础上,结合结构方程模型理论,确定了顾客忠诚相关因素的各指标变量,构建出顾客忠诚结构方程模型,将此模型作为量化顾客忠诚的依据。然后,根据市场细分的相关理论知识,以顾客满意、顾客忠诚、客户价值为细分变量,以K-Means聚类分析法为市场细分的统计方法,构建铁路旅客市场细分的流程模型。最后,以海南东环客运通道作为实证分析对象,利用SPSS、AMOS统计分析软件,进行基于顾客忠诚的旅客市场细分研究,通过市场细分,将旅客群体划分为五个不同的细分子市场：忠诚型旅客、风险型旅客、潜力型旅客、不稳定型旅客以及无关紧要型旅客,并对不同细分子市场上的旅客群体进行相关分析,有针对性的提出了常旅客计划、票种多样化以及差异化服务管理等提升顾客忠诚的相关建议。
[Abstract]:With the increasing competition in passenger transport market, railway transport enterprises are facing more and more competition pressure. How to make effective marketing strategy in the complex and changeable market competition environment, give play to its own advantages and obtain long-term stable development, is the urgent problem to be solved by railway transportation enterprises. Market segmentation is the precondition of effective marketing. It can help enterprises to formulate service management measures according to different consumption characteristics by dividing the whole market into different consumer groups. In the past, most of the railway passenger market segmentation work is based on the demographic characteristics of passengers, geographical environment factors and other factors, rarely involving the consumer psychology and consumer behavior, but based on customer loyalty of railway passenger market segmentation. From this point of view, it will help railway transportation enterprises identify valuable passenger groups, understand the individual needs of different groups, improve service quality, cultivate customer loyalty, and bring lasting economic benefits for enterprises. First of all, by studying the relevant documents of customer loyalty, this paper clarifies the related factors that affect customer loyalty, such as customer satisfaction, customer trust, conversion cost and so on. On this basis, combined with structural equation model theory, The index variables of the related factors of customer loyalty are determined, and the structural equation model of customer loyalty is constructed, which is regarded as the basis for quantifying customer loyalty. Then, according to the relevant theoretical knowledge of market segmentation, taking customer satisfaction, customer loyalty and customer value as subdivision variables, and taking K-Means cluster analysis as the statistical method of market segmentation, the process model of railway passenger market segmentation is constructed. Finally, taking Hainan East Ring passenger Passage as the empirical analysis object, using SPSS Amos statistical analysis software to carry on the passenger market segmentation research based on customer loyalty, through the market segmentation, The passenger group is divided into five different fine molecular markets: loyalty type passenger, risk type passenger, potential type passenger, unstable type passenger and insignificant type passenger, and the correlation analysis is carried out on the different fine molecular market passenger groups. Some suggestions on how to improve customer loyalty, such as frequent passenger plan, ticket diversification and differentiated service management, are put forward.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F532.6;U293.1

【参考文献】