山航收益管理策略分析

发布时间：2018-03-02 01:18

本文关键词： 收益管理山东航空策略分析　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着民航客运市场的发展和航空公司对利益最大化的追求,收益管理作为-门新兴的思维和管理方式逐渐在民航运输的实际运营和管理中产生和完善起来。在结合数学、经济学、管理学等多学科的基础上,结合民航客运产品可替代易逝品的特点,经过几十年的不断发展,收益管理理论和技术已经成为了航空公司进行经营决策管理的关键工具。收益管理的产生和发展深入变革了航空公司传统的经营模式和管理思路。本文的工作重心一方面是分析航空公司收益管理水平的影响因素,并对关键的定价策略进行定量的考察,从而求得对航班收益管理具有实际指导意义的量化指标。另一方面是根据民航旅客选择行为特征中的关键因素对民航市场进行细分,总结归纳各细分市场的规律和特征,并得出其对航空公司实际收益管理的指导价值。本文首先对收益管理的基本概念和相关理论进行了整理,其次从航空公司的视角分析了影响航空公司收益管理的各方面因素,以及各因素对收益管理策略的实际影响；再次从消费者的视角分析了我国航空旅客选择行为的特征,划分出细分市场并寻求其特征,通过建立旅客时间行为-折扣分布矩阵分析山东航空旅客细分市场的特征；最后从信息技术的视角介绍收益管理系统的使用现状和未来发展趋势,并对山航目前使用的收益管理系统提出了升级改进方案,而且通过实际航班的销售过程进行简单测评。
[Abstract]:With the rapid development of civil aviation passenger transport market and airlines in pursuit of interest maximization, revenue management as an emerging management mode of thinking and gradually formed and perfected in the actual operation and management of civil aviation transportation. In the combination of mathematical economics, management science and other disciplines, based on combining the characteristics of Civil Aviation passenger transport products can replace perishable goods, after decades of development, the theory and technology of revenue management has become a key tool for airline management decisions. The emergence and development of revenue management reform of the mode of operation and management idea of traditional airlines.
The focus of the work on the one hand is to analyze the influencing factors of airline revenue management level, and makes a quantitative study on key pricing strategies, so as to obtain quantitative indicators has practical significance for airline revenue management. On the other hand, according to the civil aviation passenger choice behavior characteristics of the key factors to subdivide the aviation market, summary concludes the rules and characteristics of various market segments, and the practical guidance value for airline revenue management.
This paper firstly summarized the basic concept of revenue management and related theory, then analyzes the impact factors of airline revenue management from the airline's perspective, and the actual impact of various factors on the revenue management strategy; again from the consumer perspective, analyzes the characteristics of China's air passenger choice behavior, divided into market segments for its characteristics, through the establishment of time travelers behavior - discount distribution matrix analysis of the characteristics of Shandong air passenger market; finally, from the perspective of information technology and introduces the current situation and future development of the use of revenue management system and the trend of revenue management system for Shandong Airlines currently used to upgrade this improved scheme, a simple and practical evaluation through the sales process the flight.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6

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