山东航空公司收益管控策略的研究

发布时间：2019-03-20 14:23

【摘要】：伴随着中国航空运输市场的高速发展态势,山东航空股份有限公司(以下简称“山东航空”)自成立以来一直处在快速发展的过程中。随着山东航空经营规模的不断扩大和管理科学化与规范化发展的实际需求,以及应对近年来航空运输市场激烈竞争、降低运营成本和提升运营收益水平的需要,必须改革现有的靠人工作业进行航班座位销售收入动态管理和控制的管理模式,寻找一种新的航班运营收益管控方式以适应当前航空运输市场的竞争态势。收益管理(Revenue Management, RM)是一种谋求收入最大化的新型经营管理技术。山东航空在2008年底成立了收益管理部,引进和采用了国外现代收益管理系统进行本公司的航线布局、航班设置及其航班销售收入动态管理和控制的新型收益管理模式。本文依据运筹学、管理科学、微观经济学以及英国学者Littlewood提出机票预订折扣费用准则理论和二阶分类模型以及Belobaba提出的预期边际座位值(EMSR)等相关理论,采用理论分析和实证研究相结合、定性分析与定量分析相结合的方法研讨了山东航空转换收益管控方式的实施策略。着重针对从国外航空公司引进的收益管控系统的本土化适应问题,结合山东航空的运营管理实际现状进行探讨研究,解析山东航空的收益管理运行模式在实施过程中存在的问题,探寻山东航空改善收益管控的基础条件,进而提出对山东航空转换收益管控模式实施策略的改善方法,以期进一步完善和提升山东航空的客座收益管理水平,实现山东航空的稳定经营与可持续发展。
[Abstract]:With the high-speed development of China's air transport market, Shandong Aviation Co., Ltd. (hereinafter referred to as" "Shandong Aviation" ") has been in the process of rapid development since its establishment. With the expansion of Shandong aviation operation scale and the actual demand of the scientific and standardized development of the management, as well as the need to deal with the fierce competition in the air transportation market in recent years, reduce the operation cost and improve the operating income level, It is necessary to reform the existing management mode of the dynamic management and control of the sales revenue of the flight seats by means of the manual operation, and find a new way of controlling the operation income of the flight to meet the competitive situation of the current air transport market. Revenue Management (RM) is a new type of management and management technology for maximizing income. Operation: Shandong Aviation established the Revenue Management Department at the end of 2008, introduced and adopted the foreign modern income management system to carry out the company's route layout, flight settings and the new income management model for the dynamic management and control of the flight revenue of the flight In this paper, the theoretical analysis and empirical study on the theoretical and second-order classification model and the expected marginal seat value (EMSR) proposed by Belobaba are put forward on the basis of the related theories such as the operational research, the management science, the micro-economics, and the British scholar Littlewood to book the discount cost criterion theory and the second-order classification model and the expected marginal seat value (EMSR) proposed by Belobaba. The combination of qualitative analysis and quantitative analysis of the method of combining, qualitative analysis and quantitative analysis has been discussed in this paper. On the basis of the localization and adaptation of the income control system introduced from the foreign airlines, this paper discusses the actual situation of operation management of Shandong aviation, and analyzes the existence of the operation model of the revenue management of Shandong aviation in the course of implementation. In order to further improve and improve the management of the air-base income of Shandong aviation, it is necessary to further improve and improve the management of the air-base income of Shandong aviation, and to realize the stable operation and sustainable management of Shandong aviation.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6

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