基于收益管理的成都地铁客运车票定价研究

摘要I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。昀终，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，昀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。关键词：定价，收益管理，差别化，地铁ABSTRACTIIABSTRACTThepricingmethodologyofthemetroisastrategicdecisionwhichimpactstheoperator’spositioning,ticketsincome,servicelevelandfurtherdevelopment.ThelaunchoftheChengduMetroLine1isasignificanteventfortheurbantransportationofChengducityaswellasthedevelopmentofCDMetroCo.Ltd.Itisaveryimportantissuethathowtoworkoutapricingschemewhichshallbenefitalong-termurbanplanningandtheenterprise’sdevelopment.Basedonthetheorystudyandthepractice,thethesishelpstheoperatortoforecastingtherevenuebysettinguptherevenuetarget,estimatingthenumberofthepotentialpassengerswhichmightbeattractedbythedifferentiatedpricingmethodology.Oneyearafterthedifferentiatedpricingmethodologybeingimplemented,itisprovedthatthepricingmethodologyinthethesisachievedtheoriginalexpectationintermsofthepassengersnumber,thepassengersstructure,theaverageticketaffair,therevenueandtheelementsofthepricing.Lastbutnotleast,ThethesissummarizesthepricingmethodologyandexploresthepossibilityforthefurtherstudyofthePricingmethodologybyusingoftheTheoryofRevenueManagementBasedonthestudyoftheTheoryofPricingandtheTheoryofRevenueManagement,thethesisistoestablishadifferentiatedpricingmethodologybyanalysingthecity’sactualpublictransportationneeds.Withacomprehensiveconsiderationoftheoperator’soperationcost,incomeanddevelopmentaswellasthepassengers’spendingabilityandtheirbehavioursofgoingout.thedifferentiatedpricingmethodologyfinallyleadstosuccessfullyattractingthepassengersaswellasimprovingtheoperator’srevenue.Bystudyingofthethesis,itprovesitiscorrecttodifferentiatingtheticketspricingaswellastheadjustmentadoptedduringthephaseofimplementation.Toachievetheoperator’srevenuegoalformediumtolongterm,itisstillnecessarytofurtherstudythepricingmethodologyandputitintopractice.Keywords:Pricing,RevenueManagement,Differential,Metro目录III目录第一章研究背景..........................................................................................................11.1地铁发展及其票价制定现状................................................................................11.1.1国内外地铁发展现状......................................................................................11.1.2国内外地铁票价制定情况.............................................................................21.2定价理论与收益管理理论....................................................................................51.2.1成本基础法.....................................................................................................51.2.2价值基础法...................................................................................................101.2.3市场基础法....................................................................................................111.2.4收益管理概念及要素....................................................................................111.2.5国外收益管理在运输业的研究现状............................................................131.2.6国内收益管理在运输业的研究现状............................................................131.3收益管理在交通行业的应用分析......................................................................141.3.1收益管理在不同行业的相似性分析...........................................................141.3.2对比交通行业在收益管理方面的应用情况...............................................151.3.3收益管理在地铁行业的局限性...................................................................171.4收益管理在地铁的定价策略..............................................................................171.4.1差别定价及实施条件....................................................................................171.4.2地铁差别定价的基本策略...........................................................................191.5研究思路与内容..................................................................................................21第二章基于收益管理的成都市地铁定价方案.......................................................222.1成都地铁定价的主体..........................................................................................222.2成都地铁基本票价的确定..................................................................................222.2.1市场需求分析...............................................................................................222.2.2运营成本分析...............................................................................................282.2.3竞争分析.......................................................................................................292.3成都市地铁差别定价过程..................................................................................352.3.1成都市民出行情况调查...............................................................................352.3.2消费人群细分，设计票种........