山东航空公司航班运营收益管理研究

发布时间：2018-01-28 04:11

本文关键词： 航空公司收益管理超售网络优化团队竞价　出处：《西南交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：收益管理是航空公司盈利的主要手段之一。航空公司一般通过细分市场、改进顾客服务、运力优化和收益管理等来优化公司收益,其中尤以收益管理为重。航空运输业的自身特征决定了收益管理在航空公司市场营销中的重要地位,航空公司客源的多变性,运力相对固定性以及多等级票价管理等为实施收益管理提供了条件。收益管理自上世纪80年代运用于美国航空界以来,经过航空运输业内人士和相关学者的努力,得到了长足的发展。中国民航总局自2002年放松航空业价格管制之后,民航业界的价格战层出不穷。山东航空公司(以下简称山航)作为一个规模偏小的航空公司,在与各大公司的竞争中如果不能采取发挥自己优势的对策,将会蒙受较大损失。因此,基于小公司视角,如何利用收益管理这一工具,提升单个航班和最大化整个航线网络的收益水平,成为了山航营销和管理工作的重点。本文基于当前收益管理研究中数量的收益管理、价格的收益管理以及需求的收益管理三个研究方向,从超售、网络优化、团队拍卖三个方面探讨了提高山航航班收益的优化手段和方法。通过对山航历史运营数据规律的总结分析,建立了适合山航的航班超售管理模型,探讨了调整航线网络内运力分布以达到网络收益最大化的收益模型。根据山航当前的市场销售和管理工作重点,本文还探讨了山航未来的团队机票网络拍卖销售模式。本文着重研究了收益管理技术在航空公司微观操作层面的应用。超售作为一种收益管理技术,具有明显的增收效果,本文结合山航航班实际探讨了超售技术在山航的应用；网络收益最优化是各大航空公司追求的目标,也是未来收益管理技术发展的方向,本文结合山航实际探讨了实现山航网络收益最优化的实施策略；团队管理是当前各家公司收益管理的重要研究内容,团队旅客作为航空的补充收益,给公司带来的收益也十分可观,本文探讨了利用网络拍卖技术实施团队收益管理的可行性,分析了团队网络拍卖机制的设计因素,为山航未来的团队收益管理提出了一个新的发展思路。
[Abstract]:Revenue management is one of the main means for airlines to make profits. Airlines generally optimize their earnings by subdividing the market, improving customer service, optimizing transportation capacity and revenue management. The characteristics of air transportation industry determine the important position of revenue management in the marketing of airlines, and the variability of airline passenger resources. The relative fixed capacity and multi-class fare management provide the conditions for the implementation of revenue management, which has been applied to the American aviation industry since -20s. After the efforts of the air transport industry and related scholars, has been considerable development. Since 2002, the CAAC has relaxed the price control of the aviation industry, and the price war in the civil aviation industry has emerged one after another. Shandong Airlines (hereinafter referred to as Shan Airlines) is a small airline. In the competition with the major companies, if they can not take the countermeasures to give play to their own advantages, they will suffer great losses. Therefore, based on the perspective of small companies, how to use the tool of revenue management. To improve the revenue level of individual flights and maximize the entire airline network has become the focus of Shanshan Airlines marketing and management work. This paper based on the current revenue management research in the number of revenue management, price revenue management and demand revenue management three research directions, from overselling, network optimization. Through summarizing and analyzing the historical operation data of Shanshan Airlines, the paper establishes the model of flight oversale management suitable for Shan Airlines. This paper discusses the revenue model of adjusting the distribution of transportation capacity in the airline network to maximize the network income. According to the current market sales and management focus of Shanshan Airlines. This paper also discusses the future Shanhang air ticket sales model of online auction. This paper focuses on the application of revenue management technology in the micro level of airline operations. As a revenue management technology, overselling has obvious revenue increase effect. This paper discusses the application of overselling technology in Mountain Airlines. The optimization of network income is the goal pursued by major airlines, and is also the direction of future revenue management technology development. This paper discusses the implementation strategy of realizing the optimization of network income of Shan Airlines combined with the actual situation of Shan Airlines. Team management is an important research content of revenue management of various companies at present. As a supplementary income of aviation, team passengers also bring considerable benefits to the company. This paper discusses the feasibility of using network auction technology to implement team revenue management, analyzes the design factors of team network auction mechanism, and puts forward a new development idea for future team revenue management of Shanshan Airlines.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6

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