Research On Travel Decision In Passenger Transportation Market Of China High-speed Railway

With the separation of government and enterprise in railway transportation industry and the progress of market-oriented operation,passenger travel demand is increasingly diversified,passenger transport market has gradually changed from the seller's market to buyer's market,high-speed railway is bound to face more challenges from the civil aviation,highway,railway and other travel modes.If the high-speed railway wants to stand firm in market competition,it should fully study the passengers purchasing behavior,grasp their patterns,because only allow passengers to reach the purchase decision can commercial exchange be achieved to increase market share and competitive advantage to realize enterprise value.Therefore,it is necessary to deeply understand the mechanism reaching the purchasing decision in passenger transport market,which is the key to the sustainable development of the high speed railway.The overall goal of this paper is to study the purchasing behavior in passenger transport market,explore the important influence factors of passenger reaching purchase decision and purchase decision mechanism.Taking "Beijing-Wuhan" corridor as an example,answer how high-speed railway can further improve the market share in fierce competition of the passenger transport market,so as to improve the competitive advantage and operating income of the enterprise.In the part of theoretical research,this paper constructs the three-stage(before the decision,during the decision,after the decision)consumer purchase decision-making model in passenger transport market to explore the passengers purchase decision process.The study found that the passengers' decision-making process is the mutual matching process,which includes physical docking based on value realization spectrum and cognitive docking based on cognitive consistency,among that cognitive docking is the core and physical docking is the premise.This paper also points that the ways to let more passengers reach purchase decision is building social value realization spectrum and change the weight of travel mode's properties in passengers' perceptions,in order to reduce cognitive dissonance and improve cognitive consistency.In the part of empirical research,through constructing the index system of factors influencing customer purchase decision in passenger transport market,we make a questionnaire survey in "Beijing-Wuhan" corridor,calculated the weight of each index by using entropy method in each market segment to reflect he degree of concern for the various factors when passenger making decisions.Comparing with previous research,we found that the degree of concern for comfort increased significantly when making decisions,but the actual comfort experience far less than expected.Second,simulate the share rate by using model based on Agent theory and make sensitivity analysis,the study found that even passengers have higher degree of concern in comfort and economy when they make decisions,but safety is still the most effective factors to enhance the share rate,for the high-speed railway department,safety is always the fundamental guarantee to enhance the market competitiveness.Combining theoretical and empirical analysis,this paper has presented that basing on the fundamental guarantee of security,developing the flexible pricing strategy,fully improving passenger comfort experience to establish a good service consciousness and service image,consolidating the native advantages of convenience,which is the core strategy of high speed railway to get more competitive advantages and win more market share in the passenger transport market.