Segmentation And Portfolio Product Design Of High Speed Rail Passenger Demand

During the "Shi Yi Wu Plan", the construction of high speed railway has developed in a rocketing speed and gained eye-catching achievements which are known to the whole world. However, the methodology of high-speed railway market segmentation and portfolio product design are still comparatively new areas for China researchers. Logically starts from portfolio product designing, this dissertation offers a reference method for market segmentation of high-speed railway in China through several market researches and market analysis from a demand perspective. Based on this segmentation method, a portfolio product designing method is put forward.First of all, an information-oriented market research process is concluded from several market research experiences from four high-speed railway lines——Chengguan, Wuguang, Jingjin and Zhengxi.Furthermore, absorbing the essence of segmentation of fast-consumption market, the research has tried to build a segmentation model customized to high-speed railway market in China, which is proved to be effective in the Zhengxi high-speed line market research.Last, standing on the shoulders of former two steps, a portfolio product designing method is raised as a reference for high-speed railway marketing department. The method is also tested in market research of Zhengxi high-speed line with an ideal feedback.