中国民航总局自2002年放松航空业价格管制之后,民航业界的价格战层出不穷。
山东航空公司(以下简称山航)作为一个规模偏小的航空公司,在与各大公司的竞争
中如果不能采取发挥自己优势的对策,将会蒙受较大损失。因此,基于小公司视角,
如何利用收益管理这一工具,提升单个航班和最大化整个航线网络的收益水平,成为
了山航营销和管理工作的重点。
本文基于当前收益管理研究中数量的收益管理、价格的收益管理以及需求的收益
管理三个研究方向,从超售、网络优化、团队拍卖三个方面探讨了提高山航航班收益
的优化手段和方法。通过对山航历史运营数据规律的总结分析,建立了适合山航的航
班超售管理模型,探讨了调整航线网络内运力分布以达到网络收益最大化的收益模型。
根据山航当前的市场销售和管理工作重点,本文还探讨了山航未来的团队机票网络拍
卖销售模式。
本文着重研究了收益管理技术在航空公司微观操作层面的应用。超售作为一种收
益管理技术,具有明显的增收效果,本文结合山航航班实际探讨了超售技术在山航的
应用;网络收益最优化是各大航空公司追求的目标,也是未来收益管理技术发展的方
向,本文结合山航实际探讨了实现山航网络收益最优化的实施策略;团队管理是当前
各家公司收益管理的重要研究内容,团队旅客作为航空的补充收益,给公司带来的收
益也十分可观,本文探讨了利用网络拍卖技术实施团队收益管理的可行性,分析了团
队网络拍卖机制的设计因素,为山航未来的团队收益管理提出了一个新的发展思路。
关键词:航空公司;收益管理;超售,网络优化;团队竞价
Abstract
Revenue management is one of the most important methods to get profit of airlines.
Revenue management is more important than the other methods including market
segmentation, service improvement and capacity optimization, it is determined by the
features of the air transport industry such as variability of passengers, fixed capacity and
multi-class fares. Revenue management has been through a long term of development since
it was firstly used in U.S. Airline industry.
Price war has been a usual phenomenon after the relaxation of price controls in 2002.
As small Airlines, if Shandong Airlines couldn't take the right strategy, it will take a big loss
during the competition with other Airlines. Therefore, how to use revenue management to
improve Shandong Airlines' profitability has becoming the focal point of marketing and
management work.
This paper discusses overbooking, network optimization and group auction based on
three kinds of revenue management researches which are quality, price and demand. Using
Shandong Airlines' actual data, this paper built an overbooking model and a network revenue
optimization model. This paper also tried to find a mode of selling group tickets by internet
auction.
This paper mainly discusses how to use revenue management techniques in specific
works. Firstly we discuss how to use overbooking in Shandong Airlines,specific works to
make more profit. Overbooking is a very effective way to make profit which has been
proved by many Airlines. Secondly we discuss what kind of strategies can help Shandong
Airlines achieve network revenue optimization since network revenue optimization has been
most Airlines’ target and the future of revenue management research. Group passengers
bring considerable money for Airlines, how to improve the technique of group passenger
management is a focal point to Airlines. Therefore, we discuss a mode of selling group
tickets by internet auction.
Keywords: airlines; revenue management; overbooking; network optimization; auction
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