I 摘要 近年来高速铁路的迅猛发展对民航业带来了巨大的冲击。与此同时，大量低成本 航空公司的成立也使得民航业内的竞争加剧。S航空是国内一家中型航空公司，目前 其自身的机队规模也在持续扩张，面对日益激烈的竞争环境，如何获取多利润成为了 亟待解决的问题。收益管理是航空公司科学获取利润的不二法门，其中舱位管理问题 是收益管理的核心问题。对S航空来说，提高舱位管理水平就成了当务之急。本文从 竞争环境出发，对S航空舱位管理现状进行分析，发现其存在的问题，并利用相关理 论针对问题进行优化，提出了优化措施和保障措施。 本文首先阐述了收益管理的研究内容、特点、起源和发展以及研究意义。详细介 绍了收益管理的国内外研究现状，尤其是舱位管理的研究情况。随后简要介绍了与之 相关的目标市场战略理论、航空经济学理论、博弈论、4PS营销理论等理论。随后， 对S航空舱位管理的现状进行分析，主要包括S航空概况和S航空舱位管理的现状。 在分析S航空舱位管理现状时，通过介绍S航空舱位管理的流程和市场定位以及舱位 管理模型，发现其存在市场定位模糊和销售策略不当以及舱位管理模型过时的问题并 针对不同问题利用相关理论进行了优化。通过目标市场战略理论对S航空舱位管理进 行了市场定位，使其能够集中政策和资源提供优质产品和服务，提高竞争力。通过 4PS营销理论调整S航空舱位管理的销售策略，使其能够适应当前迅速变化的市场环 境，做出合理的决策。通过博弈论优化S航空舱位管理模型，使S航空舱位管理的工 具更符合竞争需求，提高决策的精准度，进而提高竞争力赢得竞争优势。最后在对S 航空舱位管理优化的基础上提出了S航空舱位管理优化的保障措施，并通过完善S 航空舱位管理的组织构架和建立合理的S航空舱位管理考核制度以及构建持续发展 的企业文化来保证优化方案得以实施。 本文对收益管理和舱位管理理论进行了总结和归纳，有利于对收益管理理论在国 内的推广和发展。同时对S航空舱位管理进行分析，并提出了优化建议，对其进一步 发展有重要意义，并希望成为其他航空公司舱位管理的提供借鉴和参考。 关键词：S 航空；舱位管理；收益管理 摘要 III Abstract Inrecentyears,therapiddevelopmentofhighspeedrailwayhasbroughtgreatimpact onthecivilaviationindustry.Atthesametime,theestablishmentofalargenumberof low-costairlinesalsoaggravatedthecompetitioninthecivilaviationindustry.SAirlinesis amedium-sizedairlineinChina.Atpresent,thescaleofitsownfleetisalsoexpanding. Facingtheincreasinglyfiercecompetitionenvironment,howtogetmoreprofitshas becomeanurgentproblem.Airlinerevenueseatinventorycontrolistheonlypropercourse totakemoreprofitsandseatinventorycontrolisthecoreproblemofrevenueseat inventorycontrol.Toimprovethemanagementofshippingspacehasbecomethetop priorityofSAirlines.Startingfromthecompetitiveenvironment,thispaperanalyzesthe statusquooftheseatinventorycontrolofSAirlines,findsouttheexistingproblems, optimizestheproblemsbyusingrelevanttheories,andputsforwardoptimizationmeasures andsafeguards. Atfirst,thispaperdescribestheresearchcontent,characteristics,originand developmentofrevenuemanagementanditsresearchsignificance.Theresearchstatusof revenuemanagementisintroducedindetailbothhereandabroad,especiallytheresearch onseatinventorycontrol.Thenitbrieflyintroducestherelevanttargetmarketstrategy theory,aviationeconomicstheory,gametheory,themarketingtheoryof4Ps.Subsequently, thestatusofSAirlinesisanalyzed,includingSAirlinesandtheseatinventorycontrolofS Airlines.ItisfoundthatSAirlineshastheproblemsoffuzzymarketpositioning,backward marketingstrategyandoutdatedseatinventorycontrolmodel,byintroducingtheprocess ofseatinventorycontrolofSAirlinesandmarketpositioningandtheseatinventory controlmodelofSAirlines.Bymeansofthetheoryoftargetmarketstrategy,themarket positioningoftheseatinventorycontrolSAirlinesiscarriedout,sothatitcanconcentrate thepolicyandresourcestoprovidequalityofproductsandservices,andimprove competitiveness.Bymeansofthemarketingtheoryof4Pstoadjustthesalesstrategyof seatinventorycontrolofSAirlines,sothatitcanadapttothecurrentrapidchangesinthe marketenvironmentandmakereasonabledecisions.Bymeansofthegametheoryto optimizetheseatinventorycontrolmodelofSAirlines,sothatSAirlinesmakethe managementtoolsmoreinlinewithcompetitiveneeds,improvetheaccuracyof decision-making,andthenenhancecompetitivenesstowincompetitiveadvantage.Finally, onthebasisoftheoptimizationofseatinventorycontrolofSAirlines,thispaperputs forwardthesafeguardmeasuresofseatinventorycontrolofSAirlines,andguaranteesthe 竞争环境下的S航空舱位管理优化研究 IV implementationoftheoptimizationschemebyimprovingtheorganizationalframeworkof seatinventorycontrolofSAirlines,establishingareasonableseatinventorycontrolofS Airlinesassessmentsystemandbuildingasustainabledevelopmentofcorporateculture. Inthispaper,revenuemanagementandtheseatinventorycontrolmanagementtheory aresummarizedandsummarized,whichisconducivetothepromotionanddevelopmentof revenuemanagementtheoryinChina.Atthesametime,theseatinventorycontrolofS Airlinesisanalyzed,andoptimizationsuggestionsareputforward,whichisofgreat significancetoitsfurtherdevelopment,andhopetobeareferenceforotherairlines. Keywords: S Airlines;Seat inventory control; Revenue management 目录 V 目录 摘要.........................................................................................................................................I Abstract................................................................................................................................III 目录...................................................................................................................................V 第1章绪论..........................................................................................................................1 1.1研究背景..................................................................................................................1 1.2研究意义..................................................................................................................1 1.2.1理论意义............................................................................................................................1 1.2.2现实意义............................................................................................................................2 1.3研究方法..................................................................................................................2 1.4研究内容与技术路线..............................................................................................3 1.5研究的创新点..........................................................................................................4 第2章舱位管理与相关理论概述......................................................................................5 2.1舱位管理理论综述..................................................................................................5 2.1.1舱位管理与收益管理........................................................................................................5 2.1.2收益管理的起源和发展....................................................................................................5 2.2相关管理理论综述..................................................................................................8 2.2.1目标市场战略理论............................................................................................................8 2.2.2航空经济相关理论............................................................................................................9 2.2.3博弈论相关理论..............................................................................................................11 2.2.44PS营销相关理论.............................................................................................................12 2.3本章小结................................................................................................................13 第3章S航空舱位管理现状及问题分析.........................................................................14 3.1S航空概况..............................................................................................................14 3.1.1S航空基本简介................................................................................................................14 3.1.2S航空舱位管理的组织结构和职能描述...................................................................