The Study On Marketization Of Highway Traffic Traveling Information Service

China highway transportation is in its rapid development stage, which implies that highway traveling will increase rapidly, thus leading to the increasingly quantity and quality demand of highway traveling information service. The increasingly quality demand mainly embodies in whenever and wherever highway travelers want timely traveling information, while at the same time current highway traveling information service is supplied only by the government, a supplying mode that, of course, does not satisfy personalized demand of highway travelers, triggering a series of traffic accidents. This study aims to solve problems resulting from the unitary free supplying mode.This paper mainly adopts normative research methods supplemented by empirical research methods. Firstly, this paper introduces the concept of highway traveling information service, and the present situation of highway traveling information service supply. Secondly, according to public goods theories, public goods theories of information and public information resource, this paper analyzes economic attributes of highway traveling information. The conclusion is that highway traveling information is a kind of public information (or information resource) that has public goods properties. Thus, according to current research achievements of public information resource supply, multi-suppliers should be encouraged, a combination of government supply and marketization cooperated by government and the private sector. Then, the paper presents the marketization operative mode, a mode in which government charges the private sector,a kind of relationship of Proxy Agent or Supervisor-Conformer, and also provides a pricing model of highway traveling information service, a model based on utility functions of the government, the highway traveler and the private sector. Finally, the paper undertakes technological economy evaluation on the highway traveling information marketizing, including the national economic evaluation, in which the price that highway travelers are willing to pay is calculated as economic benefit and the cost shadow price is calculated by the OECD method combined with the S-V-T method, and social evaluation, in which the index system of social evaluation is given.