国外铁路客票定价、营销机制经验与启示

Experience and Enlightenment of Foreign Railway Ticket Pricing and Marketing Strategy

摘要: 我国铁路客运长期执行单一票价，随着铁路市场化改革以及与航空等运输方式的激烈竞争，自2018年起我国部分高铁路段实行浮动票价机制。然而，长期以来的固定票价机制和市场背景使得我国缺乏成熟的灵活定价和销售经验，票价体系适应市场的精细化程度有待提高。德国、法国、日本等高铁运营较为成功的国家都根据本国旅客出行特点制订了纷繁多样的票价体系和销售机制，在客票定价、调整以及营销方面均结合不同出行群体、不同出行时段和不同出行需求设计了精细反映市场特点的运输产品及销售模式。本文分析论述了德国、法国、日本等主要国家的铁路客票定价与销售经验，在此基础上归纳提出对我国高速铁路客票定价与销售的策略建议。

Abstract: In China’s railway passenger transport, the static pricing mechanism has been implemented for a long time. With the market-oriented innovation of the railway and the fierce competition with aviation and other transport modes, a dynamic pricing method has been implemented in some high-speed railway sections since 2018. However, due to the long-term fixed fare mechanism and market background, China lacks mature flexible pricing and marketing experience, and the delicacy of the fare system to adapt to the market demand needs to be improved. In Germany, France, Japan and other countries with plenty of high-speed rail operation experiences, a variety of ticket pricing systems and marketing mechanisms have been developed according to their own passenger travelling characteristics. In terms of ticket pricing, adjusting and marketing in these countries, passenger transport products and sale modes, which reflect market characteristics in a fine way in combination with different travel groups, different travel periods and different travel needs, have been designed. In this paper, the railway ticket pricing and marketing experience of Germany, France, Japan and other major countries were analyzed and discussed, and on this basis, strategic suggestions for the pricing and sales of high-speed railway tickets in China were summarized and proposed.