| Summary: | 碩士 === 國立交通大學 === 交通運輸研究所 === 86 === This research adopts the most seen analysis of SWOT. To
establish strategic object- ives, strategic situation to be a
single main part of analysis structure of rapid transit system
line, to promote the occupancy of transportation for Tan-shui
line to be strategic goal. Analy- zing outer situation''''''''s
opportunity and threat , inner situation''''''''s strength and
weakness. Fin- ally, throughout SWOT matrix to develop SO、ST、
WO、WT four pair strategy. The result of this research can
be separated into two point :1.Overall strategy stimulationThis
research can be divided into three parts. The first one is to
solid the basic cust- omer to use high value savings. The second
one is to develop the character of new markets planning to
combine neighbor famous business surrounding, developing
shopping and tra- vel times out of work. Using media to report
positive news to attract passengers. The last one is to open
marketing range of bus and rapid transit system assignment. In
necessary, a rapid transit company to send their bus to
transport passengers who live in the large nei- ghbor community.
Enhancing advertisement the advantages for the non-resident
students who take the bus or motorcycle in the same place.2.
Strategic stimulation analysisIt can be divided into inner and
outer analysis of two strategic situation. In outer analysis :
A rapid transit company focus four competitions threat in the
transportation mar- keting, including suppliers'''''''' negotiation
strength, customers'''''''' negotiation strength, companies
competition, replace products'''''''' threat. In the transit tools, the
three factors : the time of driv- ing, convenient and
comfortable have similar quality. It means that passengers feel
all of the- se three factors are not different quality than the
other transit tools. It would be a rapid transit system is the
new transit tool style, the passengers double it, or it is
because a Mu-zha line often has problems. IN inner analysis :
for the aspect of station classify, typeⅡ and typeⅣ station,
the average of the passengers are higher than the other
stations. The character of sta- tion is to use higher for the
business around the station and it is also prosperity for the
feeder bus . TypeⅠ station residence strength is not high
around the station, most passengers are from the other places.
The hinterland of TypeⅢ station is very small, the character of
station is not to use higher for the bus around the station and
it is also not prosperity for feeder bus, TypeⅣ station, the
average of passengers is lower than the other type ; in the
aspect of obj- ective marketing character, work and school trip
purpose, using savings, the income of the whole family is
between forty thousands and one hundred thousands, the age are
under 18 years old or above 46years old and its other marketing
average using frequency is the highest for one week.
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