民航客运动态票价及市场应急方案研究

发布时间：2018-10-09 09:27

【摘要】：在民航客运业中飞机座位的潜在收益具有易逝性的特点，同时飞机的供给能力不易扩充和存储，飞机起飞时没有销售出去的座位，其不能给航空公司带来任何的收益，所以在售票过程中，价格就成为了航空公司应对市场竞争和需求波动的唯一手段。然而目前我国民航运输业的定价机制相对落后，缺乏对机票价格的定价策略、定价机理和模型的适用性研究，折扣票价的幅度和折扣的开始时间也一般依经验来定，定价水平不高，不能够满足竞争日益激烈的民航客运市场需求。针对我国民航客运市场面临的激烈竞争和机票定价机制的落后现状，本文首先对现有的基于非竞争环境下民航客运动态定价模型进行了优化改进，在新建模型中设置了三个价格等级，并且直接将高低价格的变换时间点作为决策变量；随后在此基础之上，构建了一个只有两家航空公司，并且各自提供两个价格等级的竞争环境下动态定价模型，并探讨了模型的边界条件、性质和求解方法。在市场应急方案的研究中，根据相应的吞吐量完成情况，，建立了三级响应方案，确保完成吞吐量的增幅目标；本文最后通过民航客运机票定价实例对非竞争环境下动态定价和竞争环境下动态定价模型进行了验证，并通过设置不同的对比条件来验证各因素对收益的影响程度，得出如下结论：（1）在非竞争的航线上，在机票库存量一定的情况下，随着销售时间的流失，航空公司的期望收益越来越少。（2）在具有竞争的航线上，当两家航空公司没有销售出去的机票数目相当的时候，双方机票高价格与低价格变换时间点也相近；当两家航空公司没有销售出去的机票数相差较大的时候，高价格与低价格的变换时间点相差也较大。（3）航空公司在销售天数和剩余机票数一定的情况下，其机票销售的价格等级越多，航空公司能够获得的期望收益也就相对越多。（4）航空公司自身的高价格与低价格变换时间点受自身剩余机票数目的影响较大，受竞争对手剩余机票数目影响较小。
[Abstract]:In the civil aviation passenger transport industry, the potential benefits of aircraft seats are perishable, and the supply capacity of the aircraft is not easy to expand and store. The aircraft does not have a seat for sale when it takes off, so it cannot bring any benefits to the airlines. Therefore, in the process of selling tickets, prices have become the only means for airlines to cope with market competition and demand fluctuations. However, the pricing mechanism of China's civil aviation transportation industry is relatively backward, lacking of pricing strategy, pricing mechanism and the applicability of the model, the range of discount fares and the beginning time of discount are generally determined by experience. Pricing level is not high, can not meet the increasingly fierce competition of civil aviation passenger transport market demand. In view of the fierce competition and the backward situation of air ticket pricing mechanism in China's civil aviation passenger transport market, this paper firstly optimizes and improves the existing dynamic pricing model of civil aviation passenger transport based on non-competitive environment. Three price levels are set up in the new model, and the changing time points of high and low prices are taken as decision variables directly; then, on the basis of this, a single airline with only two airlines is constructed. The dynamic pricing model in the competitive environment of two price levels is provided, and the boundary conditions, properties and solutions of the model are discussed. In the research of the market emergency plan, according to the corresponding throughput completion, a three-level response scheme is established to ensure the completion of throughput growth target; Finally, this paper verifies the dynamic pricing model in the non-competitive environment and the dynamic pricing model in the competitive environment through the example of civil aviation passenger ticket pricing, and verifies the influence degree of each factor on the income by setting different contrast conditions. The conclusions are as follows: (1) on non-competitive routes, with the loss of sales time, the expected income of airlines is less and less. (2) on a competitive route, when the number of tickets sold by the two airlines is equal, the time points between the high price and the low price of the two airlines are similar; When the two airlines did not sell the number of tickets, the difference between high and low prices of the time difference. (3) when the number of days sold and the number of remaining tickets are fixed, the higher the price grade of airline ticket sales, the more expected income the airline can obtain. (4) the time point of high price and low price change of airlines is greatly affected by the number of their remaining tickets, and is less influenced by the number of remaining tickets of their competitors.
【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】：F562.5

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