桃園國際機場聯外捷運定價策略評估

桃園國際機場捷運同時肩負著「機場聯外」與「都會運輸」兩項功能，其中，「機場聯外」對於機場投運的運量與營收最為重要，而定價策略的優劣將關係著機場捷運是否得以兼顧運量與營收的關鍵，尤其機場提運同時提供直達車與普通車兩種服務等級，如何定價才可避免兩服務等級之間的內部競爭關係，獲取最大營收，這亦是重要的課題。國外相關文獻鮮少針對單一機場聯外運具進行定價策略的分析，多數研究主要探討機場聯外運具選擇行為模式的理論架構與配適度上；而本研究旨在評估機場捷運「機場聯外」旅次的定價策略，透過機場聯外運具選擇行為敘述性偏好的調查，構建一機場聯外運具選擇模式，期研究成果可供桃園捷運公司在擬定定價策略時之參考。

關鍵字

機場聯外運具選擇行為；敘述性偏好；定價策略；桃園國際機場捷運

並列摘要

Taoyuan Metro Airport Line provides service not only for ＂Taoyuan International Airport access demand＂ but also for ＂urban transportation＂. In metro line operation, needs of the former, Airport access demand, is not like the urban transportation. Especially, it simultaneously provides direct and general service lasses. How to price, for the Airport access, is becoming an important issue to the Taoyuan Metro Corporation. This research builds an Airport access mode choice model through the investigation of stated preference (SP) questionnaire. Not like the related literatures which focus on the methodology of the model, this research applies the model to estimate the influence of pricing on Metro demand. The results can be references for the Taoyuan Metro Corporation in designing pricing strategies.