CAJ | 학술논문

高铁和动车等高速铁路产品重新划分了我国交通客运市场。以服务敏感型旅客为主要目标客户群的市场定位，使得高铁服务需要更加看重市场需求、内外部竞争和市场策略等。目前基于基准票价率的成本加成定价法不能灵活反应市场变化，并可能造成消费者被高铁、客运线路上座率低、再被迫加价的恶性循环。基于市场细分经济原理，以顾客效用和时间价值获得为依据，提出针对高速铁路主要产品特色的差别定价方法，给出具体实施方案并以算例说明。同时，围绕提高我国铁路客运列车上座率的主要目标，提出可加可减的差别定价法，是对传统成本定价法的有益补充。
고철화동차등고속철로산품중신화분료아국교통객운시장。이복무민감형여객위주요목표객호군적시장정위，사득고철복무수요경가간중시장수구、내외부경쟁화시장책략등。목전기우기준표개솔적성본가성정개법불능령활반응시장변화，병가능조성소비자피고철、객운선로상좌솔저、재피박가개적악성순배。기우시장세분경제원리，이고객효용화시간개치획득위의거，제출침대고속철로주요산품특색적차별정개방법，급출구체실시방안병이산례설명。동시，위요제고아국철로객운열차상좌솔적주요목표，제출가가가감적차별정개법，시대전통성본정개법적유익보충。
The transport market of China has been redistributed by high-speed rail and motor train. The railway company requires better market strategies in order to satisfy needs of service-sensitive customers. Currently, the price of tickets of railways is given on a cost plus basis and the traveling distance, but that cannot reflect change of needs in markets. The company and customers find themselves in dilemma, as alternative products take a big share of the market that leads to higher prices of railway products. We introduce some new methods for pricing, which consider both customer utilities and value of time. We aim at achieving a high attendance rate, and therefore increasing profits of the rail company.