高速铁路品牌效应研究

发布时间：2019-03-15 18:53

【摘要】：为了满足当今社会经济条件下旅客对运输产品高层次需求,从而获得更大的市场份额,各运输企业都争相采取措施提高自身产品的市场竞争力。商品的竞争最终表现为激烈的品牌竞争。高速铁路作为铁路运输的品牌产品,如何对铁路运输企业市场份额产生影响是论文研究的重点。本文以高速铁路品牌为研究对象,基于产业组织理论中的sCP范式,认为运输市场结构、高速铁路品牌与其绩效之间存在着因果关系,即运输市场结构决定高速铁路品牌建设行为,而高速铁路品牌建设决定其运输企业在市场中运行的绩效。基于上述推论,本文重点探讨不同市场结构下高速铁路品牌对其市场竞争力的影响。根据优势运距划分出两种运输市场结构——寡头垄断与垄断竞争,并根据以上划分结果探讨两种不同市场结构对高速铁路运输企业实行品牌策略这种非价格行为的影响。本文结论如下：(1)高速铁路与其他运输方式所形成的运输市场结构会随着运输距离的变化而逐渐改变。(2)高速铁路品牌通过降低旅客出行的选择成本来影响旅客行为,进而对高铁运输产品市场竞争力产生影响；(3)高速铁路品牌的不同构成要素对产品竞争力作用不同。高速铁路品牌构成包括产品的核心功能,基础功能,特色功能及情感功能四个层面；(4)高速铁路品牌效应在不同市场结构下表现不同,其根本原因在于发挥作用的品牌层面不同,基本层面实质是技术优势的体现,而附加层面则是“软实力”的体现；(5)寡头垄断市场主要是品牌的基本层面发挥作用,垄断竞争市场上主要是附加层面发挥作用；(6)竞争型的市场结构品牌效应更显著,品牌建设更有利于优化综合运输体系且有益于消费者。因此,应采取措施优化配置运输资源,使各种运输方式在优势距离内提供服务满足消费者的细分运输需求。
[Abstract]:In order to meet the high-level demand of passengers for transportation products under the social and economic conditions and obtain a larger market share, various transportation enterprises are scrambling to take measures to improve the market competitiveness of their products. The competition of goods is finally expressed as fierce competition of brand. As a brand product of railway transportation, how to influence the market share of railway transportation enterprises is the focus of this paper. Taking the brand of high-speed railway as the research object, based on the sCP paradigm in the theory of industrial organization, this paper holds that there is a causal relationship between the structure of the transport market, the brand of high-speed railway and its performance. That is, the structure of the transportation market determines the brand building behavior of the high-speed railway, and the brand construction of the high-speed railway determines the performance of its transportation enterprises in the market. Based on the above corollaries, this paper focuses on the impact of high-speed railway brands on their market competitiveness under different market structures. According to the advantages of transportation distance, there are two kinds of transport market structure-oligopoly and monopoly competition, and the influence of two different market structures on the non-price behavior of high-speed railway transportation enterprises is discussed. The conclusions of this paper are as follows: (1) the structure of transportation market formed by high-speed railway and other transportation modes will change gradually with the change of transportation distance. (2) the brand of high-speed railway will affect passenger behavior by reducing the choice cost of passenger travel. Furthermore, it has an impact on the market competitiveness of high-speed rail transportation products; (3) different components of high-speed railway brand have different effects on product competitiveness. The brand composition of high-speed railway includes the core function, the basic function, the characteristic function and the emotional function of the products. (4) the brand effect of high-speed railway is different under different market structure, the basic reason lies in the different brand level, the essence of the basic level is the embodiment of technical advantage, while the additional level is the embodiment of "soft power"; (5) the oligopoly market is mainly the basic level of the brand, and the monopoly competition market plays the role of the additional level. (6) the brand effect of competitive market structure is more obvious, and the brand construction is more beneficial to the optimization of integrated transportation system and to consumers. Therefore, measures should be taken to optimize the allocation of transportation resources, so that various modes of transport can provide services within the dominant distance to meet the subdivided transport needs of consumers.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F532;F273.2

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