本文選題：收益管理 + 市場營銷策略��； 參考：《蘭州交通大學(xué)》2013年碩士論文

【摘要】：收益管理是應(yīng)用一定的方法以及策略,能夠使得企業(yè)在一定的供給能力下對(duì)于企業(yè)以及市場達(dá)到雙贏的一種平衡方法,以此來實(shí)現(xiàn)企業(yè)獲利的最大化,它的重點(diǎn)是微觀的預(yù)測乘客的需求情況,通過優(yōu)化自己的產(chǎn)品以及服務(wù)來適應(yīng)乘客的需求,最終使得企業(yè)達(dá)到收益的最大化。 作為營銷策略的收益管理最早是在美國民用航空領(lǐng)域應(yīng)用的,其起源時(shí)間是二十世紀(jì)中后期。其發(fā)展歷經(jīng)了將近40年的歷程,它已經(jīng)在很多行業(yè)被廣泛應(yīng)用,并且在民用航空領(lǐng)域已取得了比較大的成效。在近幾年隨著鐵路客運(yùn)服務(wù)的不斷發(fā)展,形成了這樣一個(gè)以航空客運(yùn)、鐵路客運(yùn)、公路客運(yùn)的鐵三角,其三者的競爭日益激烈,尤其是鐵路部門還處在發(fā)展的初級(jí)階段,如能夠加以利用好收益管理理論不僅可以提高其在市場的競爭力并且對(duì)于鐵路客運(yùn)的收益具有極其重要的意義,所以鐵路客運(yùn)部門必須要抓住這個(gè)契機(jī),爭取回由于航空的快捷性,公路的便利性所失去的市場,因此鐵路客運(yùn)部門為了占據(jù)旅客運(yùn)輸市場的一席之地以及鐵路客運(yùn)收益,就要改革現(xiàn)有的管理觀念和營銷策略。 本文的重點(diǎn)是將收益管理中的席位分配控制在鐵路客運(yùn)淡、旺兩季的實(shí)踐中進(jìn)行應(yīng)用,并結(jié)合鐵路客運(yùn)部門關(guān)于旅客運(yùn)輸?shù)默F(xiàn)狀,分別從席位分配控制以及多等級(jí)票價(jià),來討論我國鐵路客運(yùn)部門在實(shí)踐收益管理理論可能存在的阻礙,并分析其適用性,在單個(gè)運(yùn)行區(qū)段上創(chuàng)建多區(qū)段席位分配控制算法。并將此模型在旺季營銷中加以應(yīng)用,對(duì)于乘客需求的隨機(jī)性的席位分配情況得出結(jié)論,并在最后定性分析了淡季營銷中的問題。
[Abstract]:Revenue management is a kind of balance method which can make enterprises achieve win-win for enterprises and markets under certain supply ability, and realize the maximization of enterprise profits by applying certain methods and strategies.Its emphasis is to predict the demand of passengers microscopically, and to optimize their products and services to meet the needs of passengers, so as to maximize the profits of enterprises.Revenue management, as a marketing strategy, was first applied in the field of civil aviation in the United States, and its origin was in the middle and late 20th century.It has been developed for nearly 40 years. It has been widely used in many industries and has made great achievements in the field of civil aviation.In recent years, with the continuous development of railway passenger transport services, such an iron triangle of air passenger transport, railway passenger transport and road passenger transport has been formed. The competition among them is becoming increasingly fierce, especially the railway sector is still in the primary stage of development.If we can make good use of the theory of revenue management, it can not only improve its competitiveness in the market, but also have an extremely important significance for the revenue of railway passenger transport, so the railway passenger transport department must seize this opportunity.Therefore, in order to occupy the market of passenger transport market and the revenue of railway passenger transport, the existing management concept and marketing strategy should be reformed.The emphasis of this paper is to apply the seat distribution control in revenue management to the practice of railway passenger transport in the two seasons, and to combine the current situation of passenger transport in railway passenger transport departments, respectively from the seat allocation control and multi-class fares.This paper discusses the possible obstacles in the practice of revenue management theory in China's railway passenger transport sector, analyzes its applicability, and creates a multi-section seat allocation control algorithm on a single running section.The model is applied to the marketing of peak season, and the conclusion is drawn for the random seat allocation of passenger demand. Finally, the problems in off-season marketing are qualitatively analyzed.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F532

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