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With the increasing of traveling demand in cities, subways, which we hope can solve urban traffic problems, cause much congestion attach to saturation in peak period and congestion often occurs. To alleviate this situation, traffic management measures can be taken. Traffic demand management, which is one of the traffic management measures, is proved a good way to improve traffic transportation efficiency.Firstly, this dissertation summarized revenue management theory and congestion pricing theory. Secondly, we discussed the way of variable pricing on subway, focusing on passenger psychology and behavior analysis and the applicability of this way. The main content includes:Firstly, we analyze the spatial and temporal imbalance in subway. Secondly, variable pricing has the same property with revenue management theory and congestion pricing theory. Finally, we determined low price in the off peak time strategy. Above all, they are theories for variable pricing.Factors include fares and passenger psychology and behavior. Analyzing time value of travelling, transportation demand and competitive factor from fares, factors include sex, age, income, purpose and so on. Analyzing passenger psychology and behavior, factors include discount, waiting time, comfort and so on. Above all, they are boarding choice behavior factors of subway.Because variable pricing is not carried out on subway, this dissertation used SP survey to analysis, based on factors. We used data mining to process data with the help of Weak, which has good practical results and value.Through inputting data into different algorithms, we select accurate and appropriate algorithms and analyze data.We found the boarding choice behavior rules of subway by SP survey and data mining in Guangzhou instance. Meanwhile, from the data prediction, variable pricing will has good effect in off evening peak period.
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