INTRODUÇAO AOS MODELOS ODE PARTICIPAÇÃO DE MERCADO EM SERVIÇOS DE TRANSPORTES
DOI:
https://doi.org/10.14295/transportes.v3i1.308Abstract
Análises de participação de mercado ("market share") são comuns em estudos na área de "marketing", envolvendo produtos e respectivas marcas, de um lado, o perfil da demanda de outro, e o posicionamento das empresas produtoras que competem nesse mercado, num terceiro bloco. No setor de transportes a literatura registra aplicações em ligações aéreas e em serviços intermunicipais de ônibus. Os modelos de participação de mercado se aplicam normalmente a situações em que os operadores oferecem serviços de transportes similares num determinado mercado, com a competição sendo feita não com base em atributos modais intrínsecos, mas sim apoiada em características diferenciadoras intra-modais mais tênues, tais como conforto, atendimento, promoções tarifárias, "marketing" e propaganda, etc. Neste artigo é feita uma introdução aos modelos de "market share" em transportes, com a apresentação de um exemplo de aplicação ao transporte intermunicipal de passageiros em ônibus, sendo discutidos também aspectos ligados a calibração e tais modelos.
ABSTRACT
Market share analysis is common in marketing studies involving products and respective brands, on one hand, the demand profile on the other hand, and the competiting industries on a third set. In the transport sector the literature registers a number of applications to air transport problems and to intercity bus services. Market share models are normally applied to situations in which operators offer, in a specific market, transport services that are similar in nature, with competition based not on intrinsic modal attributes, but rather on more tenous intra-mode differentiating characteristics, such as comfort, attendance, tariff promotions, marketing and advertising efforts, etc (sub-modal configurations). It is presented in this paper an introduction to market share modelling in transport, with an example concerning an intercity bus service in Brazil. Aspects related to the calibration and practical use of such models are also discussed in the text.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Authors who submit papers for publication by TRANSPORTES agree to the following terms:
- The authors retain the copyright and grant Transportes the right of first publication of the manuscript, without any financial charge, and waive any other remuneration for its publication by ANPET.
- Upon publication by Transportes, the manuscript is automatically licensed under the Creative Commons License CC BY 4.0 license. This license permits the work to be shared with proper attribution to the authors and its original publication in this journal, and to be adapted for non-commercial purposes, provided appropriate credit is given and any derivative works are distributed under the same terms.
- Authors are authorized to enter into additional separate contracts for the non-exclusive distribution of the version of the manuscript published in this journal (e.g., publishing in an institutional repository or as a book chapter), with recognition of the initial publication in this journal, provided that such a contract does not imply an endorsement of the content of the manuscript or the new medium by ANPET.
- Authors are permitted and encouraged to publish and distribute their work online (e.g., in institutional repositories or on their personal websites) after the editorial process is complete. As Transportes provides open access to all published issues, authors are encouraged to use links to the DOI of their article in these cases.
- Authors guarantee that they have obtained the necessary authorization from their employers for the transfer of rights under this agreement, if these employers hold any copyright over the manuscript. Additionally, authors assume all responsibility for any copyright infringements by these employers, releasing ANPET and Transportes from any responsibility in this regard.
- Authors assume full responsibility for the content of the manuscript, including the necessary and appropriate authorizations for the disclosure of collected data and obtained results, releasing ANPET and Transportes from any responsibility in this regard.
