北航多等级票价管理研究
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摘要
航空运输业是一个高科技、高投资、高风险的行业，近十年来在中国得到了快速发展。但长期以来，由于政府对于航空运输业始终采取严格的管制政策，国内航空客运业市场化程度较低，航空公司难以成长为自主经营、自负盈亏的市场主体。
然而随着中国全面加入WTO进程的推进，各种承诺正逐步成为现实，中国民航业也正经受着一场面对面的较量，如何在这场竞争中率先占据有利地位，如何经受得起外航进入后的经济实力的比拼，这将是中国民航人亟待面对和解决的问题。为此，在政府的引导下，2002年国内九家航空公司进行了联合重组，成立了三家航空运输集团。此次改革的深刻意义不仅在于使中国的航空公司规模变大、实力增强，而且更为重要的是将使这些企业成为真正的市场主体，拥有自己的经营思想和发展战略，具备参与国际竞争的实力。
作为此次改革的参与者之一，北方航空公司(以下简称“北航”)虽然获得了借助南航集团的强势背景实现跨越式发展的宝贵机遇，但是更面临着市场竞争的严峻考验。作为我国原九大骨干航空公司之一，北航具有机队规模较大、航线网络完善、安全保障能力强等竞争优势，但同时也存在历史包袱沉重、缺乏市场意识、营销理念滞后、管理不善等诸多问题，特别是近年来逐步陷于市场低迷、效益滑坡的困境，市场竞争能力有所降低。纵观各家最盈利的航空公司，无不以效益和效率取胜。所以，我们必须占有更广阔的市场空间和尽可能大的旅客份额，取得最大收益。收益管理系统是已经被事实证明的，能使航空公司获得最大收益的有效工具。因此，我们必须更深入的了解收益管理系统，剖析其核心“多等级票价”和“多舱位管理”，为我国民航服务。
本文即对民航收益管理系统中“多等级票价”和“多舱位管理”进行了简单的分析，通过分析目前中国民航客运的市场状况，根据旅客需求特征，借助弹性需求理论，对价格体系的科学性和合理性进行探讨，并借鉴国外航空公司收益管理的先进理论与方法，提出建立适合北航的多等级票价策略及保障措施。
The aviation transport service is a Hi-Tech, risky trade with high investment. It got fast development in China in the past ten years. But for a long time, the government adopted to the controlling policy strictly to aviation. The market-oriented degree of passenger traffic of civil aviation is relatively low. It is difficult for the airline to grow up as the market main body that can be managed independently, assume sole responsibility for its profits or losses.
Along with process that china joined into WTO, all kinds of promises will become realistic step by step. And the domestic airlines in china now stand a bout front to front. How to hold advantaged status in this competition in first and how to stand the competition of economy strength after foreign airlines enter into china that is a urgently problem that we must meet and resolve. Under the government's guide, the nine domestic airlines recombinated in 2002. The three air transportation groups have been established. The reform makes the civil airlines larger and stronger. It is more important that these enterprises will become real market main bodies with own management philosophy and development strategy. They will have the strength of participating in international competition.
As one of the participants of the reform, China northern airlines(CNA) gets the valuable opportunity of great-leap-forward development through China Southern Airlines(CSA). However it also faces market competition even more. As one of the nine original civil airlines, CNA has a large plane-team, perfect airlines network and advantages of safe supportability. But it has a lot of problems in recent years, including the heavy historical burden, lacking of marketing, and managing improperly etc. Especially CNA had sunk into the predicament of market depression, and its benefit has come down progressively, the competitive power is reducing.
Make a comprehensive survey in some aviation company that has high profit .We can make a conclusion that they wined by hanker for benefit and efficiency. So we must occupy wide market space and wide passenger quotient as soon as possible. Yield management system is an effective tool that can help airlines to obtain the most income that have been proved by fact. Therefore we need to understand the Yield management system in-depth, take apart the core of Multi-grade Fare" and "Multi-seat control", and serve for china civil aviation.
This paper simply analysis the Multi-grade Fare system in Yield management system, discuss the rationality of value system by analysis the market condition of
domestic civil aviation passenger condition, and on passenger demand character, and Demand Flexibility theory. Bring to establish the Multi-grade Fare system that adapt to china civil aviation passenger transport, use the advanced theory and way of yield management from foreign airlines.
然而随着中国全面加入WTO进程的推进，各种承诺正逐步成为现实，中国民航业也正经受着一场面对面的较量，如何在这场竞争中率先占据有利地位，如何经受得起外航进入后的经济实力的比拼，这将是中国民航人亟待面对和解决的问题。为此，在政府的引导下，2002年国内九家航空公司进行了联合重组，成立了三家航空运输集团。此次改革的深刻意义不仅在于使中国的航空公司规模变大、实力增强，而且更为重要的是将使这些企业成为真正的市场主体，拥有自己的经营思想和发展战略，具备参与国际竞争的实力。
作为此次改革的参与者之一，北方航空公司(以下简称“北航”)虽然获得了借助南航集团的强势背景实现跨越式发展的宝贵机遇，但是更面临着市场竞争的严峻考验。作为我国原九大骨干航空公司之一，北航具有机队规模较大、航线网络完善、安全保障能力强等竞争优势，但同时也存在历史包袱沉重、缺乏市场意识、营销理念滞后、管理不善等诸多问题，特别是近年来逐步陷于市场低迷、效益滑坡的困境，市场竞争能力有所降低。纵观各家最盈利的航空公司，无不以效益和效率取胜。所以，我们必须占有更广阔的市场空间和尽可能大的旅客份额，取得最大收益。收益管理系统是已经被事实证明的，能使航空公司获得最大收益的有效工具。因此，我们必须更深入的了解收益管理系统，剖析其核心“多等级票价”和“多舱位管理”，为我国民航服务。
本文即对民航收益管理系统中“多等级票价”和“多舱位管理”进行了简单的分析，通过分析目前中国民航客运的市场状况，根据旅客需求特征，借助弹性需求理论，对价格体系的科学性和合理性进行探讨，并借鉴国外航空公司收益管理的先进理论与方法，提出建立适合北航的多等级票价策略及保障措施。
The aviation transport service is a Hi-Tech, risky trade with high investment. It got fast development in China in the past ten years. But for a long time, the government adopted to the controlling policy strictly to aviation. The market-oriented degree of passenger traffic of civil aviation is relatively low. It is difficult for the airline to grow up as the market main body that can be managed independently, assume sole responsibility for its profits or losses.
Along with process that china joined into WTO, all kinds of promises will become realistic step by step. And the domestic airlines in china now stand a bout front to front. How to hold advantaged status in this competition in first and how to stand the competition of economy strength after foreign airlines enter into china that is a urgently problem that we must meet and resolve. Under the government's guide, the nine domestic airlines recombinated in 2002. The three air transportation groups have been established. The reform makes the civil airlines larger and stronger. It is more important that these enterprises will become real market main bodies with own management philosophy and development strategy. They will have the strength of participating in international competition.
As one of the participants of the reform, China northern airlines(CNA) gets the valuable opportunity of great-leap-forward development through China Southern Airlines(CSA). However it also faces market competition even more. As one of the nine original civil airlines, CNA has a large plane-team, perfect airlines network and advantages of safe supportability. But it has a lot of problems in recent years, including the heavy historical burden, lacking of marketing, and managing improperly etc. Especially CNA had sunk into the predicament of market depression, and its benefit has come down progressively, the competitive power is reducing.
Make a comprehensive survey in some aviation company that has high profit .We can make a conclusion that they wined by hanker for benefit and efficiency. So we must occupy wide market space and wide passenger quotient as soon as possible. Yield management system is an effective tool that can help airlines to obtain the most income that have been proved by fact. Therefore we need to understand the Yield management system in-depth, take apart the core of Multi-grade Fare" and "Multi-seat control", and serve for china civil aviation.
This paper simply analysis the Multi-grade Fare system in Yield management system, discuss the rationality of value system by analysis the market condition of
domestic civil aviation passenger condition, and on passenger demand character, and Demand Flexibility theory. Bring to establish the Multi-grade Fare system that adapt to china civil aviation passenger transport, use the advanced theory and way of yield management from foreign airlines.
引文
[1] 黄为．解析航空运价形成机制[J]，民航管理，2002，141(7)：12-13
[2] 甘江著《航空公司怎样提高收益管理—谈收益管理与限制条件》 国际航空1999(9)14-17
[3] 田静著《民航国内旅客运价的影响因素分析》，民航经济与技术 2000(12)32-36
[4] 李艳华、刘杰著《“多等级票价”离我们有多远》，民航经济与技术2000(6)16-18
[5] 甘江著《市场需求与票价折扣》，民航经济与技术2000(9)30-32
[6] 李朝著《论中国民航客运市场的细分化及其营销策略》民航管理 2001(4)24-27
[7] 肖伯春 彭杰著《中国民航客运机票定价策略研究》，四川大学学报2000(6)10-15
[8] 陈锐：细化市场按“需”索骥，中国民用航空，2001(6)p46-48
[9] 陈新著 《收益管理的原理与实践》 1998(7)3-7，1998(8)3-7
[10] 高斌著 《如何搜集、积累与收益管理相配套的数据信息》民航经济与技术2000(3)14-15
[11] 陈宇清著 《对票价大战的反思》 民航技术与经济1999(9)31-35
[12] 孙庚．国内航空公司实施收益管理的若干问题[J]，民航经济与技术，2000，217(1)：22-24
[13] 菲利普．科特勒．营销管理[M]，上海：上海人民出版社，2002，122-340
[14] 斯蒂芬·肖．航空公司市场营销与管理[M]，北京：中国商业出版社，1996，131-157
[15] 中国民用航空总局规划科技司．从统计看民航[M]，北京：中国民航出版社，2002，3-40
[16] Guenther, Dirk, Airline Yield Management, 1998:123
[17] Williamson, E.L, Airline Network Seat Control, PH. D. diss, MIT, 1992:68-70
[18] Brassington, F. and Pettitt, S.《Principles of Marketing》广西师范大学出版社 2001：56
[19] Wollmer, R.D,A Hub-Spoke Seat Management Model, McDonnell Douglas Corporation, Long Beach, CA, 1986:98
[20] Brumelle, S.L& McGill, J.I. Airline Seat Allocation with Multiple Nested Fare Classes, Operations Research, 41,127-137,1993
[21] Alexander. wells 《AIR TRANSPORTATION》 1984:17-22
[22] 刘之光著 《民用航空基础经济学》 中国民航出版社 1995：49-50
[23] 轩余恩：论市场竞争中的民航客运收益管理，民航经济与技术，1998(6)P11-12
[24] 王治岳：“双价满座策略”及其运作与实施，中国民用航空，2002(3)p36-39
[25] 刘军：收益管理的理论研究概况，民航经济与技术，1999(2)p59-60
[2] 甘江著《航空公司怎样提高收益管理—谈收益管理与限制条件》 国际航空1999(9)14-17
[3] 田静著《民航国内旅客运价的影响因素分析》，民航经济与技术 2000(12)32-36
[4] 李艳华、刘杰著《“多等级票价”离我们有多远》，民航经济与技术2000(6)16-18
[5] 甘江著《市场需求与票价折扣》，民航经济与技术2000(9)30-32
[6] 李朝著《论中国民航客运市场的细分化及其营销策略》民航管理 2001(4)24-27
[7] 肖伯春 彭杰著《中国民航客运机票定价策略研究》，四川大学学报2000(6)10-15
[8] 陈锐：细化市场按“需”索骥，中国民用航空，2001(6)p46-48
[9] 陈新著 《收益管理的原理与实践》 1998(7)3-7，1998(8)3-7
[10] 高斌著 《如何搜集、积累与收益管理相配套的数据信息》民航经济与技术2000(3)14-15
[11] 陈宇清著 《对票价大战的反思》 民航技术与经济1999(9)31-35
[12] 孙庚．国内航空公司实施收益管理的若干问题[J]，民航经济与技术，2000，217(1)：22-24
[13] 菲利普．科特勒．营销管理[M]，上海：上海人民出版社，2002，122-340
[14] 斯蒂芬·肖．航空公司市场营销与管理[M]，北京：中国商业出版社，1996，131-157
[15] 中国民用航空总局规划科技司．从统计看民航[M]，北京：中国民航出版社，2002，3-40
[16] Guenther, Dirk, Airline Yield Management, 1998:123
[17] Williamson, E.L, Airline Network Seat Control, PH. D. diss, MIT, 1992:68-70
[18] Brassington, F. and Pettitt, S.《Principles of Marketing》广西师范大学出版社 2001：56
[19] Wollmer, R.D,A Hub-Spoke Seat Management Model, McDonnell Douglas Corporation, Long Beach, CA, 1986:98
[20] Brumelle, S.L& McGill, J.I. Airline Seat Allocation with Multiple Nested Fare Classes, Operations Research, 41,127-137,1993
[21] Alexander. wells 《AIR TRANSPORTATION》 1984:17-22
[22] 刘之光著 《民用航空基础经济学》 中国民航出版社 1995：49-50
[23] 轩余恩：论市场竞争中的民航客运收益管理，民航经济与技术，1998(6)P11-12
[24] 王治岳：“双价满座策略”及其运作与实施，中国民用航空，2002(3)p36-39
[25] 刘军：收益管理的理论研究概况，民航经济与技术，1999(2)p59-60