基于RoughSet高速铁路市场细分研究
发布时间：2018-10-21 09:09
【摘要】：随着社会经济的不断发展,高速铁路在运输市场竞争激烈化和运输方式多样化的双重激励下,成为铁路客运未来发展的趋势。作为运输市场的重要组成部分,正确合理地确定高速铁路客运市场范围显得尤为重要。基于粗糙集对高速铁路进行市场细分具有重要的理论意义和实际的指导意义。 通过客运市场细分中对细分变量的确定和粗糙集理论中对影响消费者个人需求特征的条件属性和决策属性的确定,将会使客运企业制定不同的营销策略。本文正是基于此,对市场细分理论和粗糙集理论进行了研究,以武广高速铁路为实例进行实例分析,对影响消费者出行选择行为的细分变量以问卷设计的方式结合现场访问进行了数据的采集和统计,并将处理后的数据进行了分析和归纳,选择合适的细分变量作为算例的条件属性和决策属性。数据分析显示影响消费者出行选择行为的条件属性主要为乘坐频率、时刻表满意度、时效性、出行目的,决策属性为收入水平。运用构建的基于粗糙集的单一属性决策模型进行算例分析,结果表明区分度,最终确定合理有效的客运细分子市场,继而验证了细分的可行性和有效性。
[Abstract]:With the development of social economy, high speed railway becomes the future development trend of railway passenger transport under the dual incentive of intense competition in transportation market and diversification of transportation mode. As an important part of transportation market, it is very important to determine the market scope of high-speed railway passenger transport correctly and reasonably. Rough set has important theoretical and practical significance for market segmentation of high speed railway. Through the determination of the subdivision variables in the passenger transport market segmentation and the determination of the condition attributes and decision attributes that affect the characteristics of consumers' individual demand in rough set theory, different marketing strategies will be formulated by passenger transport enterprises. Based on this, this paper studies the market segmentation theory and rough set theory, and takes the Wu-Guang high-speed railway as an example to analyze the case. The subdivision variables that affect consumer travel choice behavior are collected and counted by questionnaire design combined with on-site visit, and the processed data are analyzed and summarized. Select the appropriate subdivision variable as the conditional attribute and decision attribute of the example. Data analysis shows that the main factors affecting consumer travel choice behavior are riding frequency, timetable satisfaction, timeliness, travel purpose, decision attribute is income level. A single attribute decision model based on rough set is used to analyze the example. The result shows that the degree of distinction and the reasonable and effective fine molecular market of passenger transportation are finally determined, and the feasibility and effectiveness of subdivision are verified.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：U293;F532
本文编号：2284650
[Abstract]:With the development of social economy, high speed railway becomes the future development trend of railway passenger transport under the dual incentive of intense competition in transportation market and diversification of transportation mode. As an important part of transportation market, it is very important to determine the market scope of high-speed railway passenger transport correctly and reasonably. Rough set has important theoretical and practical significance for market segmentation of high speed railway. Through the determination of the subdivision variables in the passenger transport market segmentation and the determination of the condition attributes and decision attributes that affect the characteristics of consumers' individual demand in rough set theory, different marketing strategies will be formulated by passenger transport enterprises. Based on this, this paper studies the market segmentation theory and rough set theory, and takes the Wu-Guang high-speed railway as an example to analyze the case. The subdivision variables that affect consumer travel choice behavior are collected and counted by questionnaire design combined with on-site visit, and the processed data are analyzed and summarized. Select the appropriate subdivision variable as the conditional attribute and decision attribute of the example. Data analysis shows that the main factors affecting consumer travel choice behavior are riding frequency, timetable satisfaction, timeliness, travel purpose, decision attribute is income level. A single attribute decision model based on rough set is used to analyze the example. The result shows that the degree of distinction and the reasonable and effective fine molecular market of passenger transportation are finally determined, and the feasibility and effectiveness of subdivision are verified.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：U293;F532
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