| Summary: | 碩士 === 國立中央大學 === 統計研究所 === 94 === The High Speed Rail（HSR）is a big breakthrough of the transportation constructions in Taiwan. The population density in Taiwan is getting higher than the transit volume of transportations. Moreover, the people put more emphasis on the quality of living with higher and higher income. They not only need faster but also higher service-level transportations. Due to above reasons, the high speed, high transit volume and high on-time percentage High Speed Rail is deeply expected by the people in Taiwan. On the position of the Taiwan High Speed Rail Consortium (THSRC), passengers are customers. Besides just providing the best hardware and service, THSRC have to realize the activity of customers to formulate marketing strategies. Therefore, THSR can have more competitiveness and diversification in the transportation marketing.
The data is from the Ministry of Transportation and Communication in 2005. The first part of the research is the discussion of safety confidence level by the passengers. Built the polytomous logistic regression model and compared the fitted models to find out the best one. From the final model, we know that the safety confidence level is affected by the age, the education and the occupation. The second part of the research is the discussion of THSR marketing strategy. According to the multiple response analysis of the travel purposes by the passengers, we selected two market segmentations (S), which are “for homecoming and visiting relatives or friends” and “for sightseeing, leisure time and traveling”. Built the binary logistic regression model by market segmentations and used its predicted probability to find out the targeting market (T). Provided appropriate products or service for the two targeting markets and set up their market positioning (P). Finally, provided the marketing mix (4P) for the two targeting markets. The above results could be a reference for the following researchers and THSRC.
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