航空客运的座位优化控制及机票预售策略研究

航空客运的座位优化控制及机票预售策略研究重庆大学硕士学位论文学生姓名：宋国军指导教师：王勇教授专业：技术经济及管理学科门类：管理学重庆大学经济与工商管理学院二O一一年六月StudyontheSeatOptimizationControlandPre-saleAirTicketStrategyofAirPassengerAThesisSubmittedtoChongqingUniversityinPartialFulfillmentoftheRequirementfortheDegreeofMasterofManagementBySongGuojunSupervisedbyProf.WangYongMajor:TechnologyEconomicsandManagementCollegeofEconomicsandBusinessAdministrationofChongqingUniversity,Chongqing,ChinaJune2011重庆大学硕士学位论文中文摘要I摘要随着经济的发展及技术的进步，交通运输行业相继出现了一批速度更快、性能更安全的交通工具，这也使得交通运输业的竞争趋于白热化。尤其是高速铁路的快速发展，打破了航空客运在速度和时间方面的优势，对其在中长途客运中的优势地位造成了巨大的冲击。面对越来越激烈的竞争环境，纵观航空客运业的发展，却还存在很多的问题和不足。尤其是高空座率、高成本、低竞争力的痼疾变的越来越明显。为了尽快改善不利的现状，航空客运管理人员应该及时的更新发展理念、锐意改革、大胆创新，争取尽快缩小差距，扭转不利趋势。通过对国外航空客运发展的成功转型看，收益管理的研究与应用对于航空客运的发展具有重要意义。收益管理作为一种新型的经营管理技术，通过运用优化和预测等科学方法，可以帮助航空公司实现对自身资源的最优配置，从而获得最大收益值的目标。其中，座位优化控制和机票预售策略的制定作为收益管理的核心内容，对航空客运的发展尤为重要。本文结合收益管理思想，从航空客运的实际问题出发，分别构建了基于旅客需求分布的座位优化控制模型和基于交叉弹性及边际成本的机票预售收益管理模型。两个新型的模型充分反映了航空客运竞争环境的现状，通过对国内民航总局提供历史数据的验证分析和最优收益值求解，分别证明了模型在为航空公司提供决策依据方面的可行性和有效性。座位优化模型和机票预售模型的合理应用，可以有效降低高空座率、高成本、低竞争力等问题，为航空公司争取竞争主动权具有重要意义。关键词：收益管理，座位控制，机票预售，偏态分布，交叉弹性重庆大学硕士学位论文英文摘要IIABSTRACTWitheconomicdevelopmentandtechnologicalprogress，domesticairlineswillgraduallylosepolicyprotection,involvedinthefiercecompetitionintheinternationalmarket.Inourcountry,thegroupoffasterandmoresafetyperformanceoftransportationappearedbecauseoftheneedsofeconomicdevelopment.Especially,asthedevelopmentofhigh-speedrailway,domesticairlines’advantagesinspeedandtimewillbebroken,andtheadvantageinthedomesticlong-wayexpresswillalsosufferhugeimpact.Facingtheincreasinglyfiercecompetitionenvironmentathomeandabroad,domesticairlineindustrystillhasmanyproblemsandinsufficiencies,especiallytheproblemsasfollowthatthehighrateofseatsavailable,thehighcostandlowcompetitivehasbecomemoreandmoreobvious.Inordertoimprovetheadversesituationassoonaspossible,domesticairlines’managementpersonnelshouldtimelyrenewdevelopmentconcept,deepenthereform,innovateboldly,striveforthenarrowinggapandturnadversetrends.Basedonthesuccessfuldevelopmentofforeignairlines,theresearchandapplicationofrevenuemanagementhasimportantsignificanceforthedevelopmentofdomesticairlines.Throughtheuseofoptimizedandpredictedscientificmethod,revenuemanagementasanewmanagementtechnologycanhelpairlinesrealizetheoptimalallocationofitsresources,eventuallyobtainmaximizeprofits.Theseatoptimizationcontrolandpre-saleairticketstrategyasthecorecontentsofrevenuemanagementareespeciallyimportantforthedevelopmentofairline.Basedonthethoughtsofrevenuemanagement,throughanalysisthecharacteristicsofmarketdemand,coststructureanditsinfluencingfactorsindomesticairpassenger,startingfromtheactualproblem,thepaperconstructsacoupleofmodelsthattheseatoptimizationcontrolmodelbasedonthedistributionofpassengerdemand,andrevenuemanagementmodelofpre-saleairticketbasedonthecross-priceelasticityandmarginalcost.Thecoupleofnewmodelsfullyreflectcurrentsituationofdomesticairlines’competitiveenvironment.Throughexampleandsolvingoptimalrevenuevalues,thecoupleofmodelsareprovedtobe重庆大学硕士学位论文英文摘要IIIreasonableandeffectivethattheycanprovidepolicy-makingfordomesticairlines.Thereasonableapplicationofseatoptimizationmodelandpre-saleairticketmodelcaneffectivelyreducethehighrateofseatsavailableandthehighcost,meanwhiletheycanenhancethecompetitiveness.Thereasonableapplicationofmodelshasespeciallysignificanceforairlinesobtainingcompetitiveinitiative.Keywords:RevenueManagement,SeatControl,Pre-saleAirTicket,PartialDistribution,Cross-priceElasticity重庆大学硕士学位论文目录IV目录中文摘要..........................................................................................................................................I英文摘要........................................................................................................................................II1绪论.........................................................................................................................................11.1选题背景及意义.......................................................................................................................11.1.1选题背景...........................................................................................................................11.1.2研究意义...........................................................................................................................21.2研究内容概述...........................................................................................................................31.3论文技术路线与框架...............................................................................................................42航空客运收益管理研究综述及相关理论..............................................................62.1认识收益管理...........................................................................................................................62.2航空客运收益管理的产生与发展...........................................................................................72.2.1航空客运收益管理的产生...............................................................................................72.2.2