随着经济的不断发展和城市化水平的不断提高， 长三角城市群城市之间的联系日益紧密。旅客追求高质量、高效率、多样化的城际出行，对城市群内部交通提出了更高要求。公路客运在长三角城市群出行过程中发挥着重要的运输作用，但目前公路客运服务管理欠缺、客运效率低下，亟需提升公路客运服务效能。因此，本研究从服务模式现状、旅客需求分析、服务模式设计与服务模式优化四个方面对长三角城市群公路客运服务模式进行研究，促进公路客运的发展。
       首先，从交通设施和旅客运输两个方面阐述了长三角城市群的交通概况，着重梳理了长三角城市群公路客运现状，并通过实地调研，深入了解长三角城市群公路客运服务模式现状以及服务中存在的不足。
       其次，利用长三角城市群出行调查数据， 以公路客运为城际出行方式的旅客作为样本研究对象，对问卷中的 18 个出行需求问题，采用因子分析法提取出9个需求因子，并结合旅客评价获取 9 大需求因子的重要度排序（从高到低） ：安全性、直达性、时效性、经济性、舒适性、便捷性、灵活性、环保性和延伸性。再计算和比较旅客对公路客运和铁路客运的满意度评分， 得出公路客运应着重改善直达性的结论。
       再次，利用调查问卷中出行者生活方式和出行态度因子，采用聚类分析对长三角城市群客运市场进行细分，将市场群体分为三类：随意型旅客、高标准型旅客和放松型旅客。分析比较三类旅客的特点，以高标准型旅客作为目标市场，从提升直达性的角度提出长三角城市群“城际定制巴士”服务模式：从价值主张、消费者目标群体、宣传渠道、客户关系、关键业务、核心能力、合作伙伴网络、成本构成和收入来源 9 个方面定义了该服务模式构成要素； 借助服务蓝图法设计了该模式的服务流程。
       最后，针对设计的“城际定制巴士”服务模式，开展旅客接受度调查，搜集目标旅客对该服务模式的接受意愿和态度偏好。 超过 80%的受访者表示愿意乘坐城际定制巴士。从城际出行行程确定时间、预约渠道、价格和可接受步行距离等方面分析了旅客出行偏好，在此基础上优化“城际定制巴士”服务模式，特别是接送旅客的形式。

    With the further development of economy and urbanization, the intercity connections in the Yangtze River Delta urban agglomeration are increasingly close. Passengers are pursuing intercity travel with diversity, high quality and efficiency, and
this comes up with higher requirements to the internal transportation of the urban agglomeration. Highway passenger transportation plays an important role in the intercity travel of the Yangtze River Delta urban agglomeration. But at present
highway passenger transportation is short of service management and efficiency, it is urgent to improve the service efficiency. In view of this，this paper studied the highway passenger transportation service pattern in the Yangtze River Delta urban agglomeration by analyzing the current situation of service pattern and passengers' demands, designing and optimizing new service pattern, hoping to improve the development of highway passenger transportation.

    Firstly, this paper elaborated the transportation situation of the Yangtze River Delta urban agglomeration from two aspects of transport facilities and passenger transport. It focused on collecting and sorting information about the current situation of highway passenger transportation service in the Yangtze River Delta urban agglomeration. Combined with field research, this paper described the current situation of highway passenger transportation service pattern and pointed the shortcomings in the service out.

    Secondly, using the survey data of intercity travel in the Yangtze River Delta urban agglomeration, this paper viewed the passengers who finished the intercity travel by highway transportation as research object. In the survey questionnaire, there were 18 questions about travel demands. Using factor analysis method to extract 9 common factors, and combined with passengers’s rating, this paper concluded that according to the importance in highway passengers’ mind, the demand factors ranked in this order from high importance to low: safety, directness,timeliness, economical efficiency, comfort, convenience, flexibility, environmental friendliness and extensibility. Then calculated and compared passengers’s satisfaction scores of highway transportation and railway transportation, and concluded that highway transportation should focus on improving its directness.

    Thirdly, using the common factors which were extracted from questions about passengers’ life-style and travel attitude, clustering analysis was applied to subdivide the passenger transportation market in the Yangtze River Delta urban agglomeration into three kinds: free way, severe and relaxing. Viewing severe passengers as target market, put forward “customized intercity bus” service pattern in the Yangtze River Delta urban agglomeration. Then defined the components of this service pattern from 9 aspects of value proposition, targeted consumers, publicity channels, customer relations, key business, core competence, partner network, cost composition and sources of revenue and designed the serving procedure with blueprinting technique.

    Finally, the acceptance survey of “customized intercity bus” service pattern was carried out and targeted passengers’s attitude and preference on this service pattern was collected. More than 80% of respondents expressed that they would like to take the intercity bus.Then based on the analysis of targeted passengers’ preference in when determining the intercity travel schedule, booking channels, price and acceptable walk distance, this paper optimized the “customized intercity bus” service pattern, especially the way of picking up passengers.