考虑消费者有限理性的平行航班动态定价研究

发布时间：2018-03-28 05:35

本文选题：平行航班　切入点：动态定价　出处：《中国民用航空飞行学院》2017年硕士论文

【摘要】：通过分析我国航空公司的竞争现状,结合我国民航运输票价的相关政策以及航空公司收益管理中存在的问题,提出本文的研究内容是考虑消费者有限理性的平行航班动态定价研究。本文的平行航班是指由两个不同的运营商分别提供一个航班,且它们起飞地机场和目的地机场均相同,起飞时刻相同,所使用机型相同。该研究成果有助于航线管理人员了解增加定价等级的意义以及竞争市场环境下消费者有限理性行为对其市场决策的影响,从而能够采取更加有效的营销策略。本文首先将相关的传统(假设消费者是完全理性的)平行航班动态定价模型的优点进行整合,放松了模型中对给定离散价格等级个数的限定,同时对原有效用函数进行优化,建立了三个价格等级的平行航班动态定价模型,并通过数值实验验证新模型的性质。在相同的参数设置下,对比分析三个价格等级与两个价格等级的动态定价模型所求得的航空公司期望收益,得出前者所求得的航空公司期望收益大于后者的航空公司期望收益。随后在新建立的三个价格等级平行航班动态定价模型的基础上,放松了模型中对消费者是完全理性的假设,引入Su(2009)构建的消费者有限理性行为中关于惰性行为的购买决策框架模型,通过数值实验定量分析消费者惰性行为的惰性深度和惰性宽度分别对竞争环境下的两个航空公司的期望收益和各价格等级切换时间点位置的影响,得出消费者的惰性行为会损害各航空公司的期望收益,使各价格等级切换时间点的位置前移。最后就惰性行为所带来的影响,探讨其对航线收益管理者带来的启示。
[Abstract]:Through the analysis of the current situation of the competition of our country's airlines, combined with the related policies of China's civil aviation transport fares and the problems existing in the airline revenue management, The research content of this paper is to study the dynamic pricing of parallel flights, which takes into account the limited rationality of consumers. In this paper, parallel flights are provided by two different operators, and they have the same take-off and destination airports. The results help airline managers understand the implications of increasing pricing levels and the impact of consumers' limited rational behavior on their market decisions in competitive markets. This paper first integrates the advantages of the traditional (assuming consumers are fully rational) parallel flight dynamic pricing model. This paper loosens the limit of the number of given discrete price classes in the model, optimizes the original utility function, and establishes a dynamic pricing model for parallel flights with three price levels. The properties of the new model are verified by numerical experiments. Under the same parameter setting, the expected income of the airlines obtained by the dynamic pricing model with three price grades and two price grades is compared and analyzed. It is concluded that the expected income of the former airline is higher than that of the latter. Then, on the basis of the newly established dynamic pricing model of three price grade parallel flights, the assumption that consumers are completely rational in the model is relaxed. In this paper, a purchasing decision framework model for inert behavior in limited rational behavior of consumers is constructed by introducing Sufen 2009). The effects of inert depth and inert width of consumer inertia behavior on the expected income of the two airlines in competitive environment and the position of switching time points of each price grade are quantitatively analyzed by numerical experiments. It is concluded that the inert behavior of consumers will damage the expected income of the airlines and move forward the position of the time points of each price grade switch. Finally, the influence of the inert behavior on airline revenue managers is discussed.
【学位授予单位】：中国民用航空飞行学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.5;F713.55

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