台灣高速鐵路差別定價方案之研究

Abstract

台灣高速鐵路通車在即，因此訂定合理且具競爭力的票價使能吸引更多之旅客搭乘，並達成特定的營運目標，乃營運者當前迫切的任務之一。本篇論文的研究目的將從經營者的觀點來評估各種差別定價策略下的票價方案。本文首先對國內外相關運輸業定價文獻與票價實施經驗作一回顧與評析。其次針對高鐵市場特性及主力客群研擬差別定價策略，含空間差別定價、時間差別定價、品質差別定價、數量差別定價、行銷差別定價。每一種差別定價策略再分別建構不同之評估體系，包含目標、標的、準則與各種差別定價方案。最後進行焦點團體問卷訪談，進行各項差別定價方案綜合評估與排序。

調查結果顯示，在空間差別定價策略下，次要路線(停站多)的價格宜為主要路線(停站少)價格之七五折至九折，以提升各級路線之運量。在時間差別定價策略下，離峰票價宜為尖峰票價的八折，以刺激離峰時段之買氣需求及舒緩尖峰擁擠現象。在品質差別定價策略下，商務車廂的價格不宜超過經濟車廂票價的1.2倍，以提高民眾搭乘商務車廂的意願。在數量差別定價策略下，宜採累積里程(10,000公里)酬賓(免費搭乘乙次)及來回票為單程票的九折優待，以提高顧客的忠誠度。在行銷差別定價策略下，宜採旅遊套票八折優待及地方客運(公車)免費轉乘，以擴大高鐵市場佔有率。本研究結果應可提供台灣高鐵公司未來研擬票價策略及方案之參考。

The target for commencing the operation of Taiwan High Speed Rail (THSR) is around the corner. Therefore, setting up reasonable and competitive fare schemes to attract larger amount of passengers as well as to achieve specific operational goals and objectives are urgently important to the THSR operator. This thesis attempts to evaluate different fare schemes under various differential pricing strategies, from operator’s perspectives. The study begins with a review of pricing literature and fare practices in different transport industries. Various differential pricing strategies, including spatial, temporal, quality, quantity, and bundled strategies, are proposed on the basis of THSR market characteristics and main customer groups. Corresponding to each differential pricing strategy, a specific evaluation system structured by goals, objectives and criteria with various differential pricing schemes is formulated. An interview survey with some focus groups is conducted to assess and prioritize the proposed differential pricing schemes.

The survey indicates that under spatial differential pricing strategy, the routes with more frequent-stop should offer 10 to 25 percent discounted fares from those with less frequent-stop so as to balance the patronage among different route categories. Under temporal differential pricing strategy, a 20 percent discount off-peak fare can be considered in order to stimulate the off-peak demand as well as to mitigate the peak-period crowdedness. Under quality differential pricing strategy, business-class fares should be set higher, but not exceeding 120 percent, than the economy-class fares to encourage the usage of business-class. Under quantity differential pricing strategy, a frequent rider program with once free-ride per thousand-mile of travel or offering the round-trip passengers with 10 percent discounts from the single-journey fares can be introduced to increase the customers’ loyalty. Under bundled pricing strategy, a tour package with 20 percent discounted fare or free transferring to local public transit can be considered to enlarge the THSR market share. The results of this survey provide useful guidance for the THSR operation in setting up proper differential pricing schemes under different pricing strategies.