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N.V. Kolari MENADŽMENT U SAOBRAAJU ORGANIZACIJA POSLOVNE LOGISTIKE SAOBRAAJNIH PREDUZEA 1.4. METODI I SADRŽAJ ISTRAŽIVANJA TRŽIŠTA PUTNIKOG SAOBRAAJA Iako postoji dosta zajednikih elemenata, istraživanje tržišta putnikog saobraaja razlikuje se od istraživanja tržišta robnog saobraaja i po sadržaju istraživanja i po metodološkim postupcima. Ovu analizu karakteriše metodološka sistematizacija koju sainjavaju: 1. strukturna analiza po motivima putovanja; 2. regionalna analiza putnikog saobraaja; i 3. vremenska analiza putnikog saobraaja. 1.4.1. STRUKTURNA ANALIZA PO MOTIVIMA PUTOVANJA Kao što se strukturna analiza u robnom saobraaju vrši prema vrstama robe, tako se u putnikom saobraaju prevozi putnika razlikuju prema motivima putovanja. Razliiti motivi putovanja uslovljavaju razlike u potrebnim kapacitetima transportnih sredstava i, isto tako, razliite organizacione mere saobraajnih preduzea. Da bi zadovoljilo tražnju za saobraajnim uslugama i osnažilo svoju konkurentsku sposobnost na tržištu putnikog saobraaja, u okviru strukturne analize po motivima putovanja saobraajno preduzee, na toj osnovi, mora izvršiti analizu dva bitna kriterija. To su: a) motivi putovanja; i b) kriteriji izbora saobraajnog sredstva. a) Motivi putovanja Diferenciranje motiva putovanja vrši se prema karakteristikama koje ih meusobno razlikuju, a to su: 244 262
N.V. Kolari MENADŽMENT U SAOBRAAJU ORGANIZACIJA POSLOVNE LOGISTIKE SAOBRAAJNIH PREDUZEA svrha putovanja; pravac putovanja; relacija putovanja; i vreme putovanja. Svaku od navedenih kategorija za analizu karakterišu razliite kombinacije parametara kao i poznavanje njihovih osobina. Na primer, 9 kod svrhe kao karakteristike definisanja motiva putovanja, kombinacija elemenata može biti takva da: u jednom sluaju mogu biti poznati i pravac i relacije i vreme putovanja; u drugom, mogu biti poznati pravci, ali ne i relacija i vreme putovanja; u treem, može biti poznato vreme, a nepoznati pravci i relacije putovanja; i u etvrtom sluaju mogu biti nepoznati i pravci i relacije i vreme putovanja. Osnovni cilj istraživanja tržišta putnikog saobraaja predstavlja upravo odreivanje ovih nepoznatih parametara koji su neophodni za utvrivanje tražnje za saobraajnim uslugama. Za analizu tržišta putnikog saobraaja u saobraajnoekonomskoj literaturi postoji razraena sistematizacija strukture motiva putovanja: 10 Putovanja u privredne svrhe, gde su osnovne karakteristike za istraživanje: nepoznati pravci, relacije i vreme putovanja; zahtev za veu brzinu putovanja, viši komfor i spremnost da se prihvati viša cena usluge; širok izbor transportnih sredstava. 245 263
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