吉锴
随着经济的发展，人民生活水平的提高，城市居民小汽车保有量增长快速。小汽车数量的增加引发一系列的交通问题，其中交通拥挤问题尤为突出。造成拥挤的根本原因是城市交通供需不平衡，需求大于供给。合理引导需求，减少小汽车出行量是根本解决途径。发展公共交通可以提高车辆承载率，优化资源配置，提高出行效率，缓解交通拥挤，被普遍认为是解决交通问题，促进城市经济发展最有效的途径之一。
然而，纵观我国各城市公交发展，公交服务水平不高，公交分担率不断下降，相较于小汽车公共交通的竞争力在不断削弱。究其原因，一直以来人们往往热衷于提高公交技术设备的投入，往往忽视了服务层面的改善，特别是在居民出行需求层次不断多元化的现实条件下，如何把握出行者对公共交通的需求，有针对性的设计公交服务策略才是提高公交竞争力的关键所在。本文就是以此为出发点，洞悉出行者需求，制定相应的公交服务模式，从而为公交提供者的公交规划决策提供理论支持。
本文首先从服务学的角度对公交服务模式的内涵进行深度解读，提出公交服务模式主要包含公交服务目标、出行者、公交服务环境和技术四个维度，并依据国外先进的公交经验划分两类公交服务模式特征；其次，在分析出行者心理特征的基础上提出与之相适应的公交服务目标，并应用服务质量差距模型设计需求调查问卷；再次，对上海市居民进行问卷调查，应用行为分析模型工具定量分析调查数据，筛选出行者需要的公交服务目标；最后，根据需求分析结果，由微观到宏观提出公交服务模式设计方案。
关键词：公共交通，服务模式，需求分析，四维度模型，线网形态
Due to the development of economy, the people's living standard is improving fast, with the rapid growth of auto-mobile possessive quantity in urban residents. A huge number of traffic problems are caused by the growth of vehicle population, especially traffic congestion. The fundamental reason of congestion is the imbalance of traffic supply and demand. Controlling demand and reducing car travel volume is the way to solve these problems. The advantages of developing public transit are increasing the occupancy of vehicle, optimizing resource allocation, promoting travel efficiency and releasing traffic jam, which has been considered as one of the ways to solve traffic problems and promote urban economic development.
However, people have been keen to the improvement of investment in transit technologies and equipments, while ignoring in promotion of service. As a result, compared to car, transit is losing the competitiveness, which shows as low service level and reduction of transit split rate in main cities in China. In the reality of diversification in resident travel demand, it is the key to enhance transit competitiveness by designing service strategies according to the demand of transit, which is the starting point of this research. This paper analyses traveler demand, then formulating appropriate transit service mode, which provide theoretical support of planning decisions in further step.
Firstly, this paper uses the theory of Service Economics to divide transit service mode into four dimensions: the standard of transit service, traveler, the environment of transit service and technology and differentiate transit service mode in two types depending on the advanced experience in external. Secondly, this paper proposes transit service objective based on the analysis to psychological characteristics of traveler and design demand survey questionnaire by using Service Quality Gaps Model. Thirdly, this paper uses Disaggregate Model in the quantitative analysis of data from interviewing residents in Shanghai. Then, the objective meeting traveler need is selected. Finally, this paper designs plan of transit service mode from microcosmic view to macroscopic view according to the result of demand analysis.
Key Words: public transit, service mode, demand analysis, Four Dimensional Model, form of transit network
