A Strategic Study for Promoting the Occupancy of Rapid Transit

• Main Authors: Huwang, yu-jen, 黃育仁
• Other Authors: Chen Chun-Liang
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/01504902340690323938

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.