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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86264
標題: | 國道客運智慧行動票證平台經營管理策略之研究 Management and Operation Strategy of Smart Mobile Ticketing and Payment Platform for Freeway Bus |
作者: | Wei-Cie Wong 翁偉伽 |
指導教授: | 張學孔 張學孔(skchang@ntu.edu.tw) |
關鍵字: | 國道客運,智慧行動票證系統,交通行動服務,RFM模型,K-means分析, Freeway bus,Mobile Ticketing System,Mobility as a Service,RFM model,K-means clustering, |
出版年 : | 2022 |
學位: | 碩士 |
摘要: | 受惠於科技進步,購買車票從現場排隊、網路售票發展至行動購票,提供旅客多元化的購票管道,不過國道客運受限於購票管道各自獨立,無法提供旅客以行動購票的方式購票。本研究基於經濟部工業局「智慧行動票證暨轉運站加值消費整合服務」計畫,參與臺北轉運站開發國道客運智慧行動票證平臺—TBS App,整合各家國道客運業者售票資訊,在行動裝置完成資訊獲取、購票、支付、取票至乘車等一站式服務。 本研究透過蒐集會員購票資料與客服案件資料,瞭解TBS平臺營運情形與使用者回饋。本研究透過RFM模型與K-means集群分析,探討使用TBS平臺搭乘國道客運的消費者使用型態,另一方面,本研究統整客服案件的發生原因與解決辦法,歸納消費者使用TBS平臺面臨的問題。本研究發現,TBS平臺具有會員規模基礎,但實際體驗一站式服務的會員卻不多,套票方案僅能帶動短期貢獻,無法有效增加使用黏著度。從客服案件的觀點,透過TBS平臺操作流程逐一拆解,發現在退換票流程、支付流程與驗票流程產生許多負面使用體驗。本研究透過專家學者諮詢,探討國道客運智慧行動平臺的經營複雜性,順應疫情發展呼籲公路主管機關應提供協助,協助交通科技產業政策發展。基於上述研究結果,本研究以參與國道客運智慧行動票證平臺利害關係人網絡,研擬經營管理具體策略,可作為主管機關與平臺經營者精進智慧行動票證系統以及推動交通行動服務(MaaS)之參考。 Benefiting from the advancement of technologies, ticketing system has evolved from on-site ticketing, online ticketing to mobile ticketing, providing passengers multiple ticketing channels. However, freeway bus in Taiwam is limited by the independent ticketing channels, which cannot provide passengers to purchase tickets through mobile ticketing and payment system. This study is based on Project 'Smart Mobile Ticketing System and Value-added Consumption Integration Service of Transfer Station', sponsored by Ministry of Economic Affairs, which develops a Smart Mobile Ticketing and Payment Platform for Freeway Bus (TBS platform). This platform integrates bus e-ticket functions for all bus operators and passengers, including pre-searching of bus schdeule, ticketing, payment, and collecting e-ticket for boarding. This study collects member behavor data and customer service cases from TBS platform and conducts analysis of the operation and user feedbacks. RFM model and K-means cluster analysis are applied to explore patterns of passenger who uses the TBS platform to take freeway bus. On the other hand, this study integrates the causes and solutions of customer service cases, and summarizes the problems faced by passenger using the TBS platform. This study found that the TBS platform has the basis of membership scale, but there are not many members who actually experience this service. The package plan can only drive short-term contributions and cannot effectively increase custormer stickiness. From customer service cases, this study disassembles TBS platform e-ticketing functions, which found that many negative user experiences were generated in the refund and exchange process, payment process and ticket inspection process. Through the consultation of experts, this study explores the operational complexity of the freeway bus smart mobile ticketing and payment platform. Adapting the COVID-19 epidemic, freeway bus authorities should provide assistance to the transportation technology industry and services in terms of consistent policy and have the platform operator included in the national bus subsidy program. Based on the evidences and analysis results, this study finally proposes management strategies based on the stakeholder network of freeway bus smart mobile ticketing and payment platform. These strategies could be a reference on enhancement of mobile ticketing system and MaaS for authorities and platform operators. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/86264 |
DOI: | 10.6342/NTU202203154 |
全文授權: | 同意授權(全球公開) |
電子全文公開日期: | 2022-09-30 |
顯示於系所單位: | 土木工程學系 |
文件中的檔案:
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U0001-0509202216095800.pdf | 2.65 MB | Adobe PDF | 檢視/開啟 |
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