| Passenger-Dedicated Line is railway passenger transportation'sfuture and the base of "hardware". The adaptive marketing "software" --customervalue theory is a research aspect of marketing field. So, it is important to theory and application that research on passenger-market segmentation based on customer value, and can providesupports to Passenger-Dedicated Lines Co. to carry out differentiated marketing for different customer groups.It can lead Passenger-Dedicated Lines Co. to change notion and understand the important of passenger by surveying customer value; it can also lead Passenger-Dedicated Lines Co. to make competitive policies and gain advantage in passenger transportation market by contrasting to competitor's customer value.The thesis identifies the core elements of customer value through the development of PCVAL, and takes Passenger access to the Beijing-Shanghai market segmentation as an example to carry out the empirical researches by the author. Also, the thesis takes the form of questionnaire to measure expectations and perceived value. Factor analysis reveals that in the process of spending passenger services, customers main perceive the following aspects of customer value: the value of passenger ticketing services,station value,transport value and service value. Passenger services can be divided into four types of consumers with the use of k-means arithmetic which based on hierarchical clustering methods on the consumer market: people of pursuit efficiency,people of cautious and prudence,Service-oriented persons and people of pursuit security. The thesis also proposes proposals of marketing for different passengers with different characteristics. Finally, through the correlation analysis of the attitude of MU passenger services and the tendency to buy MU passenger services and the purchase frequency respectively to prove that the result is effective and practical. |
