基于收益管理的铁路客运市场应用研究

发布时间：2018-04-19 06:13

本文选题：收益管理 + 市场营销策略　；参考：《兰州交通大学》2013年硕士论文

【摘要】：收益管理是应用一定的方法以及策略,能够使得企业在一定的供给能力下对于企业以及市场达到双赢的一种平衡方法,以此来实现企业获利的最大化,它的重点是微观的预测乘客的需求情况,通过优化自己的产品以及服务来适应乘客的需求,最终使得企业达到收益的最大化。作为营销策略的收益管理最早是在美国民用航空领域应用的,其起源时间是二十世纪中后期。其发展历经了将近40年的历程,它已经在很多行业被广泛应用,并且在民用航空领域已取得了比较大的成效。在近几年随着铁路客运服务的不断发展,形成了这样一个以航空客运、铁路客运、公路客运的铁三角,其三者的竞争日益激烈,尤其是铁路部门还处在发展的初级阶段,如能够加以利用好收益管理理论不仅可以提高其在市场的竞争力并且对于铁路客运的收益具有极其重要的意义,所以铁路客运部门必须要抓住这个契机,争取回由于航空的快捷性,公路的便利性所失去的市场,因此铁路客运部门为了占据旅客运输市场的一席之地以及铁路客运收益,就要改革现有的管理观念和营销策略。本文的重点是将收益管理中的席位分配控制在铁路客运淡、旺两季的实践中进行应用,并结合铁路客运部门关于旅客运输的现状,分别从席位分配控制以及多等级票价,来讨论我国铁路客运部门在实践收益管理理论可能存在的阻碍,并分析其适用性,在单个运行区段上创建多区段席位分配控制算法。并将此模型在旺季营销中加以应用,对于乘客需求的随机性的席位分配情况得出结论,并在最后定性分析了淡季营销中的问题。
[Abstract]:Revenue management is a kind of balance method which can make enterprises achieve win-win for enterprises and markets under certain supply ability, and realize the maximization of enterprise profits by applying certain methods and strategies.Its emphasis is to predict the demand of passengers microscopically, and to optimize their products and services to meet the needs of passengers, so as to maximize the profits of enterprises.Revenue management, as a marketing strategy, was first applied in the field of civil aviation in the United States, and its origin was in the middle and late 20th century.It has been developed for nearly 40 years. It has been widely used in many industries and has made great achievements in the field of civil aviation.In recent years, with the continuous development of railway passenger transport services, such an iron triangle of air passenger transport, railway passenger transport and road passenger transport has been formed. The competition among them is becoming increasingly fierce, especially the railway sector is still in the primary stage of development.If we can make good use of the theory of revenue management, it can not only improve its competitiveness in the market, but also have an extremely important significance for the revenue of railway passenger transport, so the railway passenger transport department must seize this opportunity.Therefore, in order to occupy the market of passenger transport market and the revenue of railway passenger transport, the existing management concept and marketing strategy should be reformed.The emphasis of this paper is to apply the seat distribution control in revenue management to the practice of railway passenger transport in the two seasons, and to combine the current situation of passenger transport in railway passenger transport departments, respectively from the seat allocation control and multi-class fares.This paper discusses the possible obstacles in the practice of revenue management theory in China's railway passenger transport sector, analyzes its applicability, and creates a multi-section seat allocation control algorithm on a single running section.The model is applied to the marketing of peak season, and the conclusion is drawn for the random seat allocation of passenger demand. Finally, the problems in off-season marketing are qualitatively analyzed.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F532

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