摘要
面对激烈的客运市场竞争,如何提高高铁客运市场份额,保证客运量稳步增长是亟待研究的课题。以京沪高铁为典型案例,通过抽样调查方法得到7 000余个京沪高铁旅客样本,基于市场细分及营销理论,运用因子分析及聚类分析方法对样本进行聚类和客户细分,提出京沪高铁客票营销策略,为高铁开拓客运市场提供新的思路和建议。
Facing with fierce competition in passenger market, it is an urgent research topic that to improve high -speed railway passenger market share and ensure steady growth of passenger volume. Taking the Beijing-Shanghai high-speed railway for example, this article gets more than 7 000 samples of Beijing-Shanghai high-speed railway passenger by sample survey method. Based on market segmentation and marketing theory, factor analysis and hierarchical cluster analysis are adopted to the samples. Finally, Beijing-Shanghai high-speed railway ticket marketing strategy is proposed and some suggestions are provided on developing new markets of high-speed railway.
出处
《铁道经济研究》
2014年第6期13-17,共5页
Railway Economics Research
关键词
京沪高铁
市场细分
抽样调查
因子分析
聚类分析
客票营销
Beijing-Shanghai high-speed railway
market segment
sample survey
factor analysis
cluster analysis
ticket marketing
