Service Product Demand Analysis Of Road Passenger Transport Express Under Context Effect

Nowadays, the types and characteristics of customer demands become more and more diverse. Based on the "rational person" of consumer from decision theory, the paper focuses on customer choice behavior and decision-making process for service product of road passenger transport express under different context, build the basic model and extended model of customer choice decision, especially analyses contextual factors, the generation mechanism of context effect and the influence in consumer preference construction process. Through the analysis, we get two different driving mechanism of customer choice: information effect driving and directly benefit effect driving, laying the theory basis for customer choice decision model and simulation experiments design.At the same time, considering the needs of marketing oriented and networking operation in demand management, the paper sets three indexes—the variation of determining characteristics variables of service product ?X, the variation of customer’s choice probability |?P| and context effect intensity K. The author uses them to analyze service product demand characteristics and design different kinds of service product. This paper proposes five types of service product of road passenger transport express, namely, stability leading, timeliness, leading, accessibility leading, economy leading and value-added leading. Service product design and operation strategy of each type in different contexts are given, these results provide a new way for service product design of demand oriented, and then helps enterprises quickly occupy the market of new products and improve the service level.The main conclusions of this paper are as following:At independent decision-making context, there is no network effect, the choice of consumer decision depends on its inherent interests, namely the utility after decision-making, this process is only related to attributes of service and individual consumer itself, is not affected by the choice behavior of others. According to the effect of service product choice decisive attributes which affecting customer decision are as follows: damage levels, transportation time, service network coverage, the price of service and satisfaction rate of value-added services. By comparing the sensitivity analysis result of attributes above, we can judge the stability characteristics of service product is the most important one of consumer preference, and then design the service product on the basis of this type—stability leading service products.When it comes to the word-of-mouth context and the co-opetition context, individual consumer can form a community through the social network, information spread effect(such as through consumer contact rate or word-of-mouth persuading rate) and directly benefit effects(such as win-proposal value) are driving mechanism of consumers preference formed. The paper simulates three common contexts by behavior experiment method and simulation experiment method, namely the independent decision-making context, the word-of-mouth context and the co-opetition context, analyzes the changes of |?P| and K when the context factors added or adjusted, including service product factors(attributes), interactive factors(social networks), psychological factors(word-of-mouth) and environmental factors(co-opetition relation among enterprises), reveals the formation mechanism of consumer preference and help enterprises to design different types of service products and operational strategies.