本文選題：航空運輸　切入點：收益管理　出處：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：航空市場的全球化,促進(jìn)了中國的航空運輸企業(yè)參與世界航空市場的競爭,同時,隨著政府主管部門對航空運價管控的逐步放開,運輸市場需求差異性的不斷增加,國內(nèi)各航空公司實施的傳統(tǒng)的收益管理模式和手段越來越不適應(yīng)企業(yè)生存和發(fā)展的競爭要求,因此在航空領(lǐng)域引入收益管理理論是中國航空運輸企業(yè)提升經(jīng)營管理水平、加強(qiáng)競爭力和獲得盈利的關(guān)鍵因素。收益管理起源于上世紀(jì)70年代末美國航空業(yè)放松價格和航線管制時期。收益管理是指通過產(chǎn)品的最佳分配和按市場需求定價,把不同的產(chǎn)品按不同的價格賣給不同類型的顧客來使公司提高收益的方法。航空公司收益管理就是把每一航班每一航段的每個座位以最好的價格出售,從而獲得最大的利益。從理論上講在航班辦理值機(jī)截止期前可以銷售的座位有且僅可能只存在一個座位可以選擇銷售,航班座位利用率便達(dá)到了最大,才有機(jī)會實現(xiàn)銷售收入最大化。本文回顧中國民航發(fā)展的歷史和現(xiàn)狀,分析航空運輸業(yè)的特點,指出航空公司引入收益管理的必要性,對收益管理的產(chǎn)生基礎(chǔ)、發(fā)展階段、基本理論和方法進(jìn)行了研究,使我們可以對航空收益管理的概況作一了解。文章還著重研究了收益管理中的機(jī)票超售和管理,建立No-show率的預(yù)測模型,并引入超售成本的概念,在平衡超售收入和成本的基礎(chǔ)上確定超售方法。從差別定價研究入手,來分析如何進(jìn)行座位優(yōu)化控制,并對座位分配的兩種方法(邏輯保留座位和期望邊際座位收益)之一：邏輯保留座位理論進(jìn)行了探討。最后以中國東方航空公司上海-洛杉磯航線收益管理決策為例,進(jìn)行了實例分析,對國內(nèi)各航空公司剛剛起步的收益管理提出了一些有益的建議。本文從航空客運角度出發(fā),經(jīng)過研究,得出以下結(jié)論：1.收益管理的應(yīng)用和研究是中國航空運輸企業(yè)提升經(jīng)營管理水平、加強(qiáng)競爭力和獲得盈利的關(guān)鍵因素。2.收益管理是在實際應(yīng)用、理論基礎(chǔ)和技術(shù)平臺三者共同結(jié)合的背景下得到發(fā)展,收益管理主要有超售、座位分配和控制、團(tuán)隊管理、季節(jié)性管理等幾種基本方法。3.超售的關(guān)鍵是對No-show率的預(yù)測,不同的方法對No-show率預(yù)測的影響也不同,合理的超售必須考慮拒絕登機(jī)的成本。4.差別定價是座位分配和控制的前提,差別定價的關(guān)鍵是制定有效的票價保護(hù)措施。座位分配和控制的關(guān)鍵是通過對旅客需求的預(yù)測及座位控制技術(shù)確保把座位留給后訂座的高收益旅客,限制低票價座位的數(shù)量。
[Abstract]:The globalization of the aviation market has promoted China's air transport enterprises to participate in the competition in the world aviation market. At the same time, with the gradual liberalization of the air freight rate control by the government authorities, the difference in demand in the transport market has been increasing. The traditional revenue management mode and means implemented by domestic airlines are increasingly unable to meet the competitive requirements of the survival and development of enterprises. Therefore, the introduction of revenue management theory in the field of aviation is to enhance the management level of Chinese air transport enterprises. Revenue management originated in the late 1970s during the deregulation of prices and routes in the United States airline industry. Revenue management refers to the optimal distribution of products and pricing in accordance with market demand. A way to increase a company's earnings by selling different products to different types of customers at different prices. Airline revenue management is to sell each seat at the best price for each flight, each segment, In theory, there are only one seats available for sale before the check-in deadline, and only one seat is available for sale, and the flight seat utilization rate is maximized. This paper reviews the history and present situation of the development of China's civil aviation, analyzes the characteristics of the air transportation industry, points out the necessity of introducing revenue management into airlines, the foundation and development stage of revenue management. The basic theories and methods are studied so that we can understand the general situation of air revenue management. This paper also focuses on the overbooking and management of air tickets in revenue management, establishes the prediction model of No-show rate, and introduces the concept of overselling cost. On the basis of balancing the income and cost of overselling, the method of overselling is determined. Starting with the research of differential pricing, this paper analyzes how to carry out the optimal control of seat. One of the two methods of seat allocation (logical reserved seat and expected marginal seat income): the theory of logical reserved seat is discussed. Finally, the decision of revenue management of Shanghai-Los Angeles airline of China Eastern Airlines is taken as an example. Some useful suggestions on revenue management of domestic airlines are put forward in this paper from the point of view of air passenger transport. The following conclusions are drawn: 1. The application and research of income management are the key factors for China's air transport enterprises to improve their management level, enhance their competitiveness and make profits. 2. Revenue management is applied in practice. Under the background of the combination of theoretical foundation and technical platform, revenue management includes several basic methods, such as overselling, seat allocation and control, team management, seasonal management, etc. The key to overselling is the prediction of No-show rate. Different methods have different effects on No-show rate prediction. Reasonable overbooking must consider the cost of refusing boarding. 4. Differential pricing is a prerequisite for seat allocation and control. The key to differential pricing is to formulate effective fare protection measures. The key to seat allocation and control is to ensure that seats are reserved for high-income passengers after reservation and to limit the number of low-fare seats through forecasting passenger demand and seat control techniques.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F560.68;F562.6

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本文編號：1669976