国航客票起始目的地定价系统的优化研究

发布时间：2018-04-22 21:20

本文选题：收益管理 + 定价　；参考：《对外经济贸易大学》2017年硕士论文

【摘要】：随着世界经济一体化发展,民用航空多程联运的需求越来越多,大型航空公司每年都会新增航线,抢占市场,取得网络化战略意义。同时低成本航空公司的运营,导致航空公司在部分共飞航线上为争抢客源而打响价格战,使得航空公司之间的竞争日趋激烈。近年来,很多公司都出现收益亏损状况。其原因在于航空业,传统客票定价规则过于依赖收益人员主观意识,数据支持单一,缺乏科学性,应对目前市场状况较为吃力,也挽救不了收益水平的下滑。本文首先对传统定价方法进行介绍以及优缺点分析,其次再以国航为例,介绍其使用的起始目的地(OD)定价系统,通过举例说明原理,描述其分析方法,定价策略,及相关使用工具。随后结合实际带入航班中描述此系统目前在国际国内航线上的应用,进行优缺点评估。提出在实际使用过程中,国际国内航线上存在的一些问题,进行相关分析,提出一些优化方案。由于目前国内对起始目的地系统的使用并不完全,因此本文最后一部分,针对国内航线目前的使用情况,以实例进行分析研究,引入假设可改进的变量进行分析。最后得出几点使用起始目的地定价系统提高收益水平的改进方法。总结,本文认为此定价系统能够在达到旅客心理预期的同时,能够更加科学的定位票价水平。在国际航班的使用过程中,实行角色分工,增加运价分析员,需求分析员,和航线分析员角色,分工责任明确。各角色之间只要定期有效沟通,则会减少平时航线管理上的无用功,大大增加了工作效率。国内航班如引进每个座位可接受的最低价格这一概念,以此为核心,减少人为主观意识定价,则航班收益将会有所提高。另外,此系统适用于行业内有网络型战略的大型航空公司,在行业内具有普遍性。对于结构单一,通航点少的小型公司应通过参加联盟,联营等方式,优化自身网络,使用此系统提高收益水平。
[Abstract]:With the development of world economy, the demand of civil aviation multimodal transport is more and more. Large airlines will add new routes every year, seize the market and obtain the strategic significance of networking. At the same time, the operation of low-cost airlines leads to a price war between airlines in order to compete for passengers on some common air routes, which makes the competition between airlines become more and more fierce. In recent years, many companies have seen earnings and losses. The reason lies in the aviation industry, the traditional ticket pricing rules rely too much on the subjective consciousness of income personnel, the data support is single, lack of scientific, to cope with the current market situation is more difficult, but also can not save the decline of income level. This paper first introduces the traditional pricing methods and their advantages and disadvantages, and then takes Air China as an example to introduce the initial destination ODV pricing system used by Air China. Through illustrating the principle, the paper describes the analysis method and pricing strategy. And related tools. Then it describes the current application of the system in international and domestic airlines, and evaluates its advantages and disadvantages. This paper puts forward some problems existing in international and domestic routes in the course of practical use, carries on the correlation analysis, and puts forward some optimization schemes. Because the initial destination system is not completely used in China at present, the last part of this paper analyzes and studies the current usage of domestic routes with examples, and introduces the variables that can be improved. At last, some methods to improve the revenue level by using the initial destination pricing system are obtained. In conclusion, this paper holds that the pricing system can achieve the expectation of passenger psychology, at the same time, it can locate the fare level more scientifically. In the use of international flights, the role of division of roles, the addition of tariff analysts, demand analysts, and airline analyst roles, division of responsibilities clear. As long as the role of regular and effective communication, will reduce the usual route management, greatly increased efficiency. If domestic flights introduce the concept of the lowest acceptable price for each seat, which is the core and reduce the subjective pricing, the income of domestic flights will be increased. In addition, the system is suitable for large airlines with network strategy in the industry. For the small companies with single structure and few navigation points, they should optimize their own network by joining alliance and joint operation, and use this system to improve the income level.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.5

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