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題名:新創軌道運輸事業管理及評估之研究-以台灣高鐵為例
作者:莊筱敏
作者(外文):Hsiao-Min, Chuang
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:褚志鵬
學位類別:博士
出版日期:2011
主題關鍵詞:計畫行為理論消費者運籌理論票務分析經濟效益theory of planned behavior (TPB)consumer logistics theoryticketing pattern analysiseconomic benefit
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臺灣高速鐵路在歷經了8年籌建過程後,於2007年元月通車;它以300公里的時速,提供快速便捷的南北交通;以90分鐘串連台灣由南到北八個城市,是臺灣地區南北交通的一重大改變。臺灣高速鐵路是台灣有史以來投入最多資源的交通建設,投入鉅大的人力物力和財力,因此如何有效營運是當前全民矚目的一大問題。本研究以三主題探討台灣高鐵經營和績效,經由問卷調查分析消費者行為;並經由實際訂位紀錄分析歸納出高鐵訂位型態;最後則是對高鐵的興建進行成本效益分析。主題一:透過問卷以計畫行為理論和消費者運籌理論,針對消費者行為及消費選擇要素建構及驗證消費者選擇模式,並提供台灣高速鐵路適切行銷建議;主題二:探究及分析旅客訂位及購票型態,適當利用差別訂價,配合不同的自由座利用率下,訂定營運及行銷策略;主題三:基於永續運輸之觀點,分析台灣高鐵之經濟績效。結論為:一、消費者行為方面:(一)購買行為部分:對台灣高鐵的信賴影響其態度、主觀規範和認知行為控制;而此後三者影響搭乘高鐵的意圖,並進而影響是否產生搭乘高鐵之行為。(二)由消費者運籌理論分析中,發現高鐵的安全/清潔及搭乘之接駁聯結,由影響效果,進而影響行為意圖及再購行為。二、藉由票務分析,進行適當的價格區隔,可提升收益。三、由經濟及財務上績效之評估,提供事後完整之台灣高鐵評估觀點,甚至做為往後之軌道運輸專案之評估參考。
Taiwan High Speed Railway (THSR) started operation on January 5th, 2007. It offers rapid and convenient transportation in the west corridor of Taiwan with speed of 300 kilo meters per hour. It is the largest build-operation-transfer (BOT) project in Taiwan with huge investment, so how to efficiently market is very crucial. By questionnaire survey procedure, this study adopts theory of planned behavior (TPB) and consumer logistic theory (CLT) to examine the consumer’s behavior and intention. Additionally, the ticketing pattern is analyzed to identify opportunities to increase revenue for THSR. Further, this study includes a cost/benefit analysis to assess the overall economic performance of THSR. One of the main findings of this research is that the consumer’s trust in THSR is a significant factor that affects their attitude, subjective norm and perceived behavior control, and the later three affect the intention, then the actual behavior of utilizing THSR. Further, the consumer logistics survey indicates that safety, cleanness, and connectivity affect efficiency, and in turn, affect the consumer willingness to ride THSR. Besides, by adopting the ticketing data to adjust the prices and allocation of the unreserved seats, THSR would increase revenue. Overall, this research offers an ex post cost and benefit analysis of THSR to provide valuable insights for THSR project and similar large-scale transportation projects in the future.
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中文部分
鄭永祥、楊仕欣、余宗軒 (2008),"鐵路超額訂位收益模式之構建-以臺灣高鐵為例",運輸計畫季刊, 37 (4),431-463。new window
 
 
 
 
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