| Summary |
Many advanced countries are actively promoting Mobility-as-a-Service (MaaS) as a means to offer integrated transportation services. Taiwan has been deploying and promoting MaaS in Kaohsiung for several years, having already connected and integrated services for various modes of transportation while producing various sorts of data on public transportation (including passenger traveling patterns, electronic tickets and member points). MaaS services have already achieved good preliminary results since they started in Kaohsiung in 2018. This research focused on improving service quality and yielding effective marketing strategies for MaaS in Kaohsiung based on data analysis. Throughmember information of the Kaohsiung City MaaS system and the analysis of varied public transportation data, this research was able to understand the backgrounds and travel characteristics of Kaohsiung MaaS users, as well as a summary of MaaS services, in order to provide relevant units with a foundation for improving the operation of MaaS.
This research also evaluated the effectiveness of various promotion activities by offering discounts to the selected groups of users to examine whether or not promotion activities have any effect on the interest of different types of members in monthly tickets. This research also assisted Kaohsiung taxi fleets in joining the MaaS taxi service to increase the number of MaaS taxis and improve the quality of their service.
This research also picked four schools (two colleges and two high schools) in Kaohsiung as important schools for marketing. The colleges designed promotion activities that were tailored to fit their students and the team planned MaaS taxis queuing at the school during peak after-school hours to enhance the school’s MaaS service standards and conduct rolling analysis to adjust the marketing strategies. This research kept monitoring the performance of these activities and
adjusted over time. As for the high schools, this research allowed students to try out the MaaS services for free to let students better understand and identify with MaaS services through their experience. By analyzing the data collected from these four schools, this research also assessed the strengths and weaknesses of Kaohsiung MaaS on the level of marketing and proposed corresponding strategies for improvement to facility the subsequent marketing of Kaohsiung
MaaS services in the future..
In addition, due to the pandemic in 2020, the plan focuses on the impacts Taiwan's public transportation has been subjected and corresponding measures implemented by relevant units to summary and gain an insight into the impacts on Taiwan’s public transportation during the pandemic and coping strategies adopted. |
