CAJ | 학술논문

运输品牌建设形成的良好声誉有助于降低人们获取出行信息的选择成本，这是品牌对于运输企业市场竞争力发生作用的内在机理，是运输经济学领域的研究前沿，以高速铁路为研究案例验证上述理论机理。主要结论是：（1）随着运输距离递增，运输市场结构表现为逐渐由以公路为寡头垄断—公路与高速铁路垄断竞争—以高速铁路为寡头垄断—高速铁路与航空垄断竞争—航空寡头垄断的变化过程。（2）寡头垄断市场结构下高铁品牌基本层面建设为有效行为，垄断竞争市场结构下高铁品牌附加层面建设为有效行为。
운수품패건설형성적량호성예유조우강저인문획취출행신식적선택성본，저시품패대우운수기업시장경쟁력발생작용적내재궤리，시운수경제학영역적연구전연，이고속철로위연구안례험증상술이론궤리。주요결론시：（1）수착운수거리체증，운수시장결구표현위축점유이공로위과두롱단—공로여고속철로롱단경쟁—이고속철로위과두롱단—고속철로여항공롱단경쟁—항공과두롱단적변화과정。（2）과두롱단시장결구하고철품패기본층면건설위유효행위，롱단경쟁시장결구하고철품패부가층면건설위유효행위。
A good reputation of a transportation brand name contributes to reducing travelers ’ choice cost in searching for transportation information .This is the internal mechanism of a brand name’s affecting the competitiveness of a transportation company ,which has been the frontier of researches in transportation e-conomics .This article tests this theoretical mechanism by analyzing the cases of HSR and arrives at two major findings .Firstly ,transportation market structure changes along with the transport distance ,the pro-cess of which is generally from road monopoly ,road_HSR duopoly ,HSR monopoly ,to HSR_air duopoly . Secondly ,there are two kinds of market structure .In monopoly the construction of a brand name at the ba-sic level plays a part ,w hile in duopoly additional measures are more effective .