發(fā)布時(shí)間：2019-03-15 18:53

【摘要】：為了滿足當(dāng)今社會(huì)經(jīng)濟(jì)條件下旅客對運(yùn)輸產(chǎn)品高層次需求,從而獲得更大的市場份額,各運(yùn)輸企業(yè)都爭相采取措施提高自身產(chǎn)品的市場競爭力。商品的競爭最終表現(xiàn)為激烈的品牌競爭。高速鐵路作為鐵路運(yùn)輸?shù)钠放飘a(chǎn)品,如何對鐵路運(yùn)輸企業(yè)市場份額產(chǎn)生影響是論文研究的重點(diǎn)。 本文以高速鐵路品牌為研究對象,基于產(chǎn)業(yè)組織理論中的sCP范式,認(rèn)為運(yùn)輸市場結(jié)構(gòu)、高速鐵路品牌與其績效之間存在著因果關(guān)系,即運(yùn)輸市場結(jié)構(gòu)決定高速鐵路品牌建設(shè)行為,而高速鐵路品牌建設(shè)決定其運(yùn)輸企業(yè)在市場中運(yùn)行的績效。基于上述推論,本文重點(diǎn)探討不同市場結(jié)構(gòu)下高速鐵路品牌對其市場競爭力的影響。根據(jù)優(yōu)勢運(yùn)距劃分出兩種運(yùn)輸市場結(jié)構(gòu)——寡頭壟斷與壟斷競爭,并根據(jù)以上劃分結(jié)果探討兩種不同市場結(jié)構(gòu)對高速鐵路運(yùn)輸企業(yè)實(shí)行品牌策略這種非價(jià)格行為的影響。 本文結(jié)論如下：(1)高速鐵路與其他運(yùn)輸方式所形成的運(yùn)輸市場結(jié)構(gòu)會(huì)隨著運(yùn)輸距離的變化而逐漸改變。(2)高速鐵路品牌通過降低旅客出行的選擇成本來影響旅客行為,進(jìn)而對高鐵運(yùn)輸產(chǎn)品市場競爭力產(chǎn)生影響；(3)高速鐵路品牌的不同構(gòu)成要素對產(chǎn)品競爭力作用不同。高速鐵路品牌構(gòu)成包括產(chǎn)品的核心功能,基礎(chǔ)功能,特色功能及情感功能四個(gè)層面；(4)高速鐵路品牌效應(yīng)在不同市場結(jié)構(gòu)下表現(xiàn)不同,其根本原因在于發(fā)揮作用的品牌層面不同,基本層面實(shí)質(zhì)是技術(shù)優(yōu)勢的體現(xiàn),而附加層面則是“軟實(shí)力”的體現(xiàn)；(5)寡頭壟斷市場主要是品牌的基本層面發(fā)揮作用,壟斷競爭市場上主要是附加層面發(fā)揮作用；(6)競爭型的市場結(jié)構(gòu)品牌效應(yīng)更顯著,品牌建設(shè)更有利于優(yōu)化綜合運(yùn)輸體系且有益于消費(fèi)者。因此,應(yīng)采取措施優(yōu)化配置運(yùn)輸資源,使各種運(yùn)輸方式在優(yōu)勢距離內(nèi)提供服務(wù)滿足消費(fèi)者的細(xì)分運(yùn)輸需求。
[Abstract]:In order to meet the high-level demand of passengers for transportation products under the social and economic conditions and obtain a larger market share, various transportation enterprises are scrambling to take measures to improve the market competitiveness of their products. The competition of goods is finally expressed as fierce competition of brand. As a brand product of railway transportation, how to influence the market share of railway transportation enterprises is the focus of this paper. Taking the brand of high-speed railway as the research object, based on the sCP paradigm in the theory of industrial organization, this paper holds that there is a causal relationship between the structure of the transport market, the brand of high-speed railway and its performance. That is, the structure of the transportation market determines the brand building behavior of the high-speed railway, and the brand construction of the high-speed railway determines the performance of its transportation enterprises in the market. Based on the above corollaries, this paper focuses on the impact of high-speed railway brands on their market competitiveness under different market structures. According to the advantages of transportation distance, there are two kinds of transport market structure-oligopoly and monopoly competition, and the influence of two different market structures on the non-price behavior of high-speed railway transportation enterprises is discussed. The conclusions of this paper are as follows: (1) the structure of transportation market formed by high-speed railway and other transportation modes will change gradually with the change of transportation distance. (2) the brand of high-speed railway will affect passenger behavior by reducing the choice cost of passenger travel. Furthermore, it has an impact on the market competitiveness of high-speed rail transportation products; (3) different components of high-speed railway brand have different effects on product competitiveness. The brand composition of high-speed railway includes the core function, the basic function, the characteristic function and the emotional function of the products. (4) the brand effect of high-speed railway is different under different market structure, the basic reason lies in the different brand level, the essence of the basic level is the embodiment of technical advantage, while the additional level is the embodiment of "soft power"; (5) the oligopoly market is mainly the basic level of the brand, and the monopoly competition market plays the role of the additional level. (6) the brand effect of competitive market structure is more obvious, and the brand construction is more beneficial to the optimization of integrated transportation system and to consumers. Therefore, measures should be taken to optimize the allocation of transportation resources, so that various modes of transport can provide services within the dominant distance to meet the subdivided transport needs of consumers.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F532;F273.2

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本文編號：2440890