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在铁路市场化运营背景下,以成绵乐客运专线票价为例,重点研究了客运专线与公路、普速铁路之间的竞争关系。在对比各种运输方式属性特点以及票价的基础上,结合调查数据,分析了目前制定客运专线票价存在的问题。依据铁路运营现状和客运产品结构变化,从客票定价机制和客票营销策略两个方面提出优化客运专线票价方法,以更加多样化的票价结构吸引客流、不断增强客运专线在运输市场的竞争力。
In the background of railway market operation, taking the fame of Chengdu-Mianle passenger dedicated line as an example, the paper focuses on the competition between passenger dedicated line and highway and general speed railway. On the basis of comparing the characteristics of various modes of transport and the fares, the paper analyzes the problems existing in formulating fare for passenger dedicated lines based on the survey data. According to the status quo of railway operation and the change of passenger product structure, this paper proposes ways to optimize passenger ticket fares from ticket pricing mechanism and ticket marketing strategy to attract passenger flow with a more diversified fare structure and continuously enhance the competitiveness of passenger dedicated lines in the transport market .