Research On Dynamic Price Adjustment Method And Marketing Strategy Of High-Speed Railway Passenger Ticket

With the completion of the “four vertical and four horizontal” high-speed railway network in China,the high-speed railway has become one of the main transportation modes for passengers.The development of the high-speed railway passenger transportation is directly connected with the National productivity and people's living standards.So the price of the passenger ticket is of concern to all parties around the country.Chinese high-speed railway is in line with the pricing mechanism of existing railways.Ticket price remains unchanged during peak and flat periods.Such a ticket pricing mechanism of Chinese high-speed railway is obviously uncompetitive when the transportation market gradually changes from a "seller's market" to a "buyer's market".Railway transport industry is gradually becoming marketoriented.In order to be able to continue to maintain and expand passenger transport market share,the reform of the pricing method and marketing strategy for high-speed railway passenger transportation is imperative.Dynamic pricing,as an important part of revenue management,has had very successful cases and experience in obtaining greater profits for companies in many areas.The leverage function of prices in the transportation market can be exerted through the dynamic pricing method of high-speed railway ticket.At the same time,combined with marketing strategy,dynamic pricing can attract more potential passengers,and effectively improve passenger satisfaction and the utilization rate of EMUs,and increase the economic benefits of transport companies.Based on relevant literature,this paper summarized the current status and main problems of Chinese high-speed railway passenger transportation ticket pricing.Then compared and analyzed the pricing method of the main foreign high-speed railway countries and the main competitive transport modes in the transport channel,and pointed out the reform direction of pricing method.This thesis illustrated the necessity to apply the dynamic pricing method for high-speed rail from the competitiveness of each transport mode,the characteristics of the transport product and the adaptability of dynamic pricing.A dynamic pricing method for highspeed railway passenger ticket is established in this thesis with the consideration of changes in passenger transport demand during the pre-sale period.In this thesis,the pre-sale passenger visit data is used to update the ticket demand situation.Combined with the passenger reservation price function,a dynamic pricing recurrence formula is given.The reverse time method of dynamic programming is used to calculate and obtain the optimal expected return of the pre-sale period.Finally,the status quo of China's high-speed railway passenger transportation is summarized.At the same time,the SWOT analysis is carried out and the “3P+M” marketing strategy for high-speed railway passenger transportation in China is proposed in order to improve the high-speed railway passenger transportation marketing system.