交通运输系统工程与信息

交通运输系统工程与信息 ›› 2009, Vol. 9 ›› Issue (5): 11-16 .

• 综合交通运输体系论坛 • 上一篇    下一篇

公路客运快递的市场竞争力与营销策略分析

杨忠振*;邹汶倩   

  1. 大连海事大学 交通运输管理学院，大连 116026
  • 收稿日期:2009-03-06 修回日期:2009-05-28 出版日期:2009-10-25 发布日期:2009-10-25
  • 通讯作者: 杨忠振
  • 作者简介:杨忠振（1964-），男，辽宁凌海人，教授，博士生导师，博士.

Competitiveness and Marketing Strategy of Road Passenger Transport Based Express

YANG Zhong-zhe; ZOU Wen-qian   

  1. College of Transport Management, Dalian Maritime University, Dalian 116026, China
  • Received:2009-03-06 Revised:2009-05-28 Online:2009-10-25 Published:2009-10-25
  • Contact: YANG Zhong-zhe

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摘要： 公路客运快递业（简称客运快递）已经成为公路客运业的一项重要附属业务，但是，较低的网点密度和安全性限制了客运快递的发展。为了发现问题，明确客户对客运快递的喜好，增强客运快递市场竞争力，首先针对快递客户实施调查，研究客户对快递业务各种属性的重视程度。然后，利用调查数据构建分析客户选择快递方式的行为模型，并基于模型分析客户的选择行为，计算客户对客运快递网点密度的敏感度。最后，提出整合客运快递和公交首末站点资源的建议，为客运快递企业扩大市场份额提供营销策略。

关键词: 公路客运, 快递业, 网点密度, 选择行为

Abstract: The business of road passenger transport based (RPTB) express has become a key sub-business of road passenger transport companies. However, the low office density and bad security limit its further development. To find the problems, understand the preferences of the clients on the RPTB expresses, and strengthen its competitiveness, questionnaire survey is first implemented on the clients, and their valuating degrees on the factors of the expresses are analyzed. Then, model for the choice behaviors analysis of the clients is constructed, and choice behaviors and sensitivities of the clients on the office density of the RPTB express are analyzed. In the last section, suggestion of integrating the resources of RPTB express liners and start/end stops of urban bus lines is provided, which may enlarge the market share of the RPTB express.

Key words: road passenger transport, express, access distance, choice behavior

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