航空公司收益管理的应用研究

发布时间：2018-03-26 23:04

本文选题：航空运输　切入点：收益管理　出处：《复旦大学》2013年硕士论文

【摘要】：航空市场的全球化,促进了中国的航空运输企业参与世界航空市场的竞争,同时,随着政府主管部门对航空运价管控的逐步放开,运输市场需求差异性的不断增加,国内各航空公司实施的传统的收益管理模式和手段越来越不适应企业生存和发展的竞争要求,因此在航空领域引入收益管理理论是中国航空运输企业提升经营管理水平、加强竞争力和获得盈利的关键因素。收益管理起源于上世纪70年代末美国航空业放松价格和航线管制时期。收益管理是指通过产品的最佳分配和按市场需求定价,把不同的产品按不同的价格卖给不同类型的顾客来使公司提高收益的方法。航空公司收益管理就是把每一航班每一航段的每个座位以最好的价格出售,从而获得最大的利益。从理论上讲在航班办理值机截止期前可以销售的座位有且仅可能只存在一个座位可以选择销售,航班座位利用率便达到了最大,才有机会实现销售收入最大化。本文回顾中国民航发展的历史和现状,分析航空运输业的特点,指出航空公司引入收益管理的必要性,对收益管理的产生基础、发展阶段、基本理论和方法进行了研究,使我们可以对航空收益管理的概况作一了解。文章还着重研究了收益管理中的机票超售和管理,建立No-show率的预测模型,并引入超售成本的概念,在平衡超售收入和成本的基础上确定超售方法。从差别定价研究入手,来分析如何进行座位优化控制,并对座位分配的两种方法(逻辑保留座位和期望边际座位收益)之一：逻辑保留座位理论进行了探讨。最后以中国东方航空公司上海-洛杉矶航线收益管理决策为例,进行了实例分析,对国内各航空公司刚刚起步的收益管理提出了一些有益的建议。本文从航空客运角度出发,经过研究,得出以下结论：1.收益管理的应用和研究是中国航空运输企业提升经营管理水平、加强竞争力和获得盈利的关键因素。2.收益管理是在实际应用、理论基础和技术平台三者共同结合的背景下得到发展,收益管理主要有超售、座位分配和控制、团队管理、季节性管理等几种基本方法。3.超售的关键是对No-show率的预测,不同的方法对No-show率预测的影响也不同,合理的超售必须考虑拒绝登机的成本。4.差别定价是座位分配和控制的前提,差别定价的关键是制定有效的票价保护措施。座位分配和控制的关键是通过对旅客需求的预测及座位控制技术确保把座位留给后订座的高收益旅客,限制低票价座位的数量。
[Abstract]:The globalization of the aviation market has promoted China's air transport enterprises to participate in the competition in the world aviation market. At the same time, with the gradual liberalization of the air freight rate control by the government authorities, the difference in demand in the transport market has been increasing. The traditional revenue management mode and means implemented by domestic airlines are increasingly unable to meet the competitive requirements of the survival and development of enterprises. Therefore, the introduction of revenue management theory in the field of aviation is to enhance the management level of Chinese air transport enterprises. Revenue management originated in the late 1970s during the deregulation of prices and routes in the United States airline industry. Revenue management refers to the optimal distribution of products and pricing in accordance with market demand. A way to increase a company's earnings by selling different products to different types of customers at different prices. Airline revenue management is to sell each seat at the best price for each flight, each segment, In theory, there are only one seats available for sale before the check-in deadline, and only one seat is available for sale, and the flight seat utilization rate is maximized. This paper reviews the history and present situation of the development of China's civil aviation, analyzes the characteristics of the air transportation industry, points out the necessity of introducing revenue management into airlines, the foundation and development stage of revenue management. The basic theories and methods are studied so that we can understand the general situation of air revenue management. This paper also focuses on the overbooking and management of air tickets in revenue management, establishes the prediction model of No-show rate, and introduces the concept of overselling cost. On the basis of balancing the income and cost of overselling, the method of overselling is determined. Starting with the research of differential pricing, this paper analyzes how to carry out the optimal control of seat. One of the two methods of seat allocation (logical reserved seat and expected marginal seat income): the theory of logical reserved seat is discussed. Finally, the decision of revenue management of Shanghai-Los Angeles airline of China Eastern Airlines is taken as an example. Some useful suggestions on revenue management of domestic airlines are put forward in this paper from the point of view of air passenger transport. The following conclusions are drawn: 1. The application and research of income management are the key factors for China's air transport enterprises to improve their management level, enhance their competitiveness and make profits. 2. Revenue management is applied in practice. Under the background of the combination of theoretical foundation and technical platform, revenue management includes several basic methods, such as overselling, seat allocation and control, team management, seasonal management, etc. The key to overselling is the prediction of No-show rate. Different methods have different effects on No-show rate prediction. Reasonable overbooking must consider the cost of refusing boarding. 4. Differential pricing is a prerequisite for seat allocation and control. The key to differential pricing is to formulate effective fare protection measures. The key to seat allocation and control is to ensure that seats are reserved for high-income passengers after reservation and to limit the number of low-fare seats through forecasting passenger demand and seat control techniques.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F560.68;F562.6

【参考文献】