基于乘客选择行为的航空公司收益管理研究

发布时间：2018-07-16 18:43

【摘要】：随着中国航空客运的快速发展,航空公司间的竞争日趋激烈,各个航空公司的经营者、投资人在不断地寻求国际、国内战略合作伙伴的同时,也积极地探寻着提高企业自身经营效率、改善运营绩效的途径和方法,以增大航空收益、提高自身竞争力。本文以收益管理理论为背景,从消费者行为理论的角度分析了航空乘客对具有不同折扣票价的各等级舱位选择行为,进而探讨了乘客因为选择偏好和期望效用的不同对各等级舱位的选择概率问题。接着本文论述了出于实现效益最大化目的的航空公司,面对具有策略行为的航空乘客,如何通过座位存量优化控制方法来实现收益的最大化。本文在经典座位优化控制模型的基础上通过乘客舱位选择的概率分析以及考虑到策略乘客的能动反应构建了航空公司收益模型,通过使用Netlogo软件仿真模拟了乘客策略值、票价折扣率、折扣座位数三种参数的取值变动对航空公司收益的影响行为。最后得到航空公司面对策略乘客基于选择行为在座位存量优化控制的基础上如何提高航空收益的管理启示。本文的主要研究内容如下： (1)绪论。主要阐述本文的研究背景和研究意义,概述了本文的主要研究内容并介绍了研究方法、思路以及技术路线。 (2)航空收益管理及乘客选择行为研究现状。对国内外学者针对航空公司收益管理方面的研究作了简要的概述,并从中总结出未来的发展方向；从乘客航空选择两类典型模型角度出发综述航空乘客选择行为研究现状。对收益管理研究的主要涉及问题：预测、超售、座位优化控制和定价进行了系统综述；从收益管理理论在不同行业中的实际应用情况探讨了收益管理的应用问题；分别从离散选择模型和PODS乘客选择模型方向上做了理论与现状研究综述。 (3)乘客航空选择行为分析。从选择行为理论和消费偏好的角度分析了影响航空乘客针对不同等级舱位进行选择的因素,并阐述了航空乘客的选择行为特征。 (4)航空收益管理模型构建。以乘客选择行为理论和座位存量优化控制经典模型理论为基础,在考虑乘客策略性的前提下构建出于实现效益最大化目的的航空公司的收益模型。 (5)仿真模拟。通过Netlogo软件实现乘客策略值、票价折扣率、折扣座位数三种参数变化对航空公司收益变动的影响。 (6)总结与展望。总结本文的主要研究结论,对面对策略乘客的航空公司通过座位存量的优化控制实现收益最大化提出管理启示,并分析本研究中存在的主要问题和不足,以及在后续研究中应该重点关注的方向和需要从事的工作。
[Abstract]:With the rapid development of China's air passenger transport, the competition among airlines is becoming increasingly fierce. The operators and investors of various airlines are constantly seeking international and domestic strategic partners at the same time. It also actively explores the ways and methods to improve the efficiency and performance of enterprises in order to increase aviation income and enhance their competitiveness. Based on the theory of revenue management, this paper analyzes the behavior of airline passengers' choice of class space with different discount fares from the point of view of consumer behavior theory. Furthermore, the problem of the choice probability of each class is discussed because of the difference of choice preference and expected utility. Then this paper discusses how to maximize the revenue of airline companies through the optimization control method of seat stock in the face of airline passengers with strategic behavior in order to achieve the purpose of maximizing benefits. Based on the classical optimal seat control model, this paper constructs the airline revenue model by analyzing the probability of passenger space selection and considering the dynamic response of passengers, and simulates the passenger policy value by using Netlogo software. The influence of three parameters, discount rate and discount seat number, on airline income. Finally, the management enlightenment of how to improve airline revenue based on the optimal control of seat stock is obtained. The main contents of this paper are as follows: (1) introduction. This paper mainly describes the research background and significance of this paper, summarizes the main research content, and introduces the research methods, ideas and technical routes. (2) Aviation revenue management and passenger choice behavior research status quo. This paper gives a brief overview of the research on airline revenue management at home and abroad, and summarizes the future development direction. From the perspective of two typical models of passenger aviation selection, this paper summarizes the current research situation of airline passenger choice behavior. The main problems involved in the study of revenue management are summarized systematically, such as forecasting, overselling, seat optimization control and pricing, and the application of revenue management theory in different industries is discussed. This paper summarizes the theory and current situation of the discrete selection model and the pods passenger selection model. (3) the behavior analysis of passenger aviation selection. This paper analyzes the factors that affect airline passengers' choice of different class of space from the angle of choice behavior theory and consumption preference, and expounds the characteristics of airline passengers' choice behavior. (4) the model of airline revenue management is constructed. Based on the theory of passenger selection behavior and the classical model theory of seat stock optimization control, the profit model of airline is constructed based on the consideration of passenger strategy. (5) Simulation. Through Netlogo software to realize the passenger policy value, discount rate, discount seat number of three parameters on the airline revenue changes. (6) Summary and prospects. In this paper, the main research conclusions are summarized, and the main problems and shortcomings of this study are analyzed. And in the follow-up research should focus on the direction and work to be done.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F560.68;F224

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