山航国内客运定价策略研究
|
摘要
山航是山东航空公司的简称,成立于1994年,公司总部设在山东济南。自成立以来,山航发展速度一直较快。但近年来,随着中国民航业的发展与改革,民航客运市场的竞争越来越激烈。2002年起,中国民航业“价格管制”放松,“价格战”开始愈演愈烈,山航在日益残酷的竞争中,利润空间越来越小,发展受到了制约。为了能在市场上生存和发展,持续地创造利润是山航的生存之本,也是山航营销战略的最终目标,在这种形势下,定价策略的重要性日益凸显,而国际上较为先进的收益管理定价策略由于国内外市场环境的差异,在国内客运市场上并不奏效。要实现山航营销战略目标——公司长期盈利,不能照搬收益管理定价策略的理论方法,必须另辟出路。
本文采用市场调查、理论分析、数理统计和模型分析等研究方法,运用“战略定价”、“博弈论”等国内外在定价策略方面的理论,重点分析了山航所处的国内客运市场营销环境的特点,深入研究了收益管理定价理论在国内客运市场难以奏效以及国内客运市场“价格战”深层次的原因,通过分析山航国内客运定价策略的现状,找出了山航目前在定价决策中存在的定价目标和营销战略目标不一致、定价策略单一等问题。
本文运用战略定价相关理论和思路,通过对影响山航定价策略的成本、旅客、竞争等因素的分析,建立了基于成本、竞争因素的利润最大化的定价策略模型,根据市场情况选择了适合山航的动态定价策略,设计了山航定价策略的实施流程,提出了山航定价策略实施的保障措施,为山航制订了更为合理的定价管理模式,对山航以及其他航空公司国内客运市场定价策略的制定有较强的参考意义。
Shandong Airlines is a local corporation and it was founded in 1994.Its headquarters is at Jinan Shandong Province. It is expanding rapidly since it has been founded. Lately, along with development and innovation of civil aviation, the competition is very fierce in air passenger transportation market. When price control relaxed in 2002, price war broke out fiercely. Profit being less and less, Shandong Airlines' expanding is restricted. Creating profit is Shandong Airlines' fundamentality and ultimate objective for existing and expanding persistently. In this position, pricing strategy is very important. Because of the difference between domestic market and foreign market, the advanced revenue management in international market is of no effect in domestic market. Shandong Airlines must seek a pricing strategy that can adapt to domestic air passenger transportation market for the marketing strategy objective -long-term profit.
The methods of market research, theoretical analysis, mathematical statistics and model analysis have been used in the paper. The writer adopts the theory of strategic pricing and game theory, est. to study the pricing strategy for Shandong Airlines. This paper analyzes the environment of domestic air passenger transportation market, the cause of the price war, and the reason of the revenue management's unfitness in domestic market. According to the analysis of Shandong Airlines' pricing strategy in being, the problems of pricing decision-making are found.
Using the theory of strategic pricing and analyzing three factors-cost, passengers and competition ,that can influence Shandong Airlines' pricing strategy, the paper establishes the models of cost-based pricing and competition-based pricing for profit maximization. And dynamic pricing strategy is selected.
In this paper, a process of pricing decision-making in Shandong Airlines is designed, and measures for pricing strategy executing are worked out. The study result is not only good for Shandong Airlines, but also will be beneficial to other airlines' making of pricing strategy.
本文采用市场调查、理论分析、数理统计和模型分析等研究方法,运用“战略定价”、“博弈论”等国内外在定价策略方面的理论,重点分析了山航所处的国内客运市场营销环境的特点,深入研究了收益管理定价理论在国内客运市场难以奏效以及国内客运市场“价格战”深层次的原因,通过分析山航国内客运定价策略的现状,找出了山航目前在定价决策中存在的定价目标和营销战略目标不一致、定价策略单一等问题。
本文运用战略定价相关理论和思路,通过对影响山航定价策略的成本、旅客、竞争等因素的分析,建立了基于成本、竞争因素的利润最大化的定价策略模型,根据市场情况选择了适合山航的动态定价策略,设计了山航定价策略的实施流程,提出了山航定价策略实施的保障措施,为山航制订了更为合理的定价管理模式,对山航以及其他航空公司国内客运市场定价策略的制定有较强的参考意义。
Shandong Airlines is a local corporation and it was founded in 1994.Its headquarters is at Jinan Shandong Province. It is expanding rapidly since it has been founded. Lately, along with development and innovation of civil aviation, the competition is very fierce in air passenger transportation market. When price control relaxed in 2002, price war broke out fiercely. Profit being less and less, Shandong Airlines' expanding is restricted. Creating profit is Shandong Airlines' fundamentality and ultimate objective for existing and expanding persistently. In this position, pricing strategy is very important. Because of the difference between domestic market and foreign market, the advanced revenue management in international market is of no effect in domestic market. Shandong Airlines must seek a pricing strategy that can adapt to domestic air passenger transportation market for the marketing strategy objective -long-term profit.
The methods of market research, theoretical analysis, mathematical statistics and model analysis have been used in the paper. The writer adopts the theory of strategic pricing and game theory, est. to study the pricing strategy for Shandong Airlines. This paper analyzes the environment of domestic air passenger transportation market, the cause of the price war, and the reason of the revenue management's unfitness in domestic market. According to the analysis of Shandong Airlines' pricing strategy in being, the problems of pricing decision-making are found.
Using the theory of strategic pricing and analyzing three factors-cost, passengers and competition ,that can influence Shandong Airlines' pricing strategy, the paper establishes the models of cost-based pricing and competition-based pricing for profit maximization. And dynamic pricing strategy is selected.
In this paper, a process of pricing decision-making in Shandong Airlines is designed, and measures for pricing strategy executing are worked out. The study result is not only good for Shandong Airlines, but also will be beneficial to other airlines' making of pricing strategy.
引文
[1]Thomas T.Nagle Reed K.Holden著,应斌等译,定价策略与技巧,清华大学出版社,2003
[2]骆品亮,定价策略,上海财经大学出版社,2008
[3]Christopher R.Thomas等著,陈章武等译,管理经济学,机械工业出版社2005
[4]耿淑香,航空公司运营管理方略,中国民航出版社,2000
[5]张维迎,博弈论与信息经济学,上海人民出版社,2004
[6]郁义鸿、于立宏,管理经济学,高等教育出版社,2006
[7]高强,航空收益管理中舱位控制问题的研究,南京航空航天大学,2007
[8]杨思梁,航空公司的经营与管理,中国民航出版社,2008
[9]吴德庆、马月才,管理经济学,中国人民大学出版社,2006
[10]朱沛、袁冶,中外航空公司品牌现状对比分析,商场现代化,2008(05)
[11]李艳华、刘杰,“多等级票价”离我们多远,民航经济与技术,2000(06)
[12]杨青,战略定价:让盈利最大化,21世纪商业评论,2007(01)
[13]田志龙,战略视角下的企业定价流程,企管纵横,2004(21)
[14]杨青、秦关、许小楠,战略定价:以定价驱动市场,21世纪商业评论,2007(01)
[15]Chen Eyink,Michael Marn,Stephen Moss,定价策略迷失:不只是简单降价,中国企业家,2008(21)
[16]Orville C.Walker,Jr著,李先国译,营销战略-以决策为导向的方法,北京大学出版社,2007
[17]Graham Hooley著,楼尊译,营销战略与竞争定位(第三版),中国人民大学出版社,2007
[18]全国经济专业技术资格考试用书编写委员会,运输经济(民航)专业知识与实务(中级),中国人事出版社,2004
[19]杨思梁、刘军,关于航空客源收益管理的一些基本概念,民航经济与技术 1999(04)
[20]邹昭晞,“伯川德悖论”与“行业自律价”--对我国目前一些行业中价格大战的博弈分析,首都经济贸易大学学报,1999(01)
[21]徐磊、钱冈、黄国祥,“价格战”现象的Bertrand模型分析,上海管理科学,2003(02)
[22]史剑新,伯川德价格博弈中的正利润均衡,管理工程学报,2001(02)
[23]陈林,航空运输经济学,中国民航出版社,2008
[24]胡宗良,集团公司战略:分析、制定、实施与评价,清华大学出版社,2005
[25]菲利普·科特勒,市场营销管理(亚洲版),中国人民大学出版社,2001
[2]骆品亮,定价策略,上海财经大学出版社,2008
[3]Christopher R.Thomas等著,陈章武等译,管理经济学,机械工业出版社2005
[4]耿淑香,航空公司运营管理方略,中国民航出版社,2000
[5]张维迎,博弈论与信息经济学,上海人民出版社,2004
[6]郁义鸿、于立宏,管理经济学,高等教育出版社,2006
[7]高强,航空收益管理中舱位控制问题的研究,南京航空航天大学,2007
[8]杨思梁,航空公司的经营与管理,中国民航出版社,2008
[9]吴德庆、马月才,管理经济学,中国人民大学出版社,2006
[10]朱沛、袁冶,中外航空公司品牌现状对比分析,商场现代化,2008(05)
[11]李艳华、刘杰,“多等级票价”离我们多远,民航经济与技术,2000(06)
[12]杨青,战略定价:让盈利最大化,21世纪商业评论,2007(01)
[13]田志龙,战略视角下的企业定价流程,企管纵横,2004(21)
[14]杨青、秦关、许小楠,战略定价:以定价驱动市场,21世纪商业评论,2007(01)
[15]Chen Eyink,Michael Marn,Stephen Moss,定价策略迷失:不只是简单降价,中国企业家,2008(21)
[16]Orville C.Walker,Jr著,李先国译,营销战略-以决策为导向的方法,北京大学出版社,2007
[17]Graham Hooley著,楼尊译,营销战略与竞争定位(第三版),中国人民大学出版社,2007
[18]全国经济专业技术资格考试用书编写委员会,运输经济(民航)专业知识与实务(中级),中国人事出版社,2004
[19]杨思梁、刘军,关于航空客源收益管理的一些基本概念,民航经济与技术 1999(04)
[20]邹昭晞,“伯川德悖论”与“行业自律价”--对我国目前一些行业中价格大战的博弈分析,首都经济贸易大学学报,1999(01)
[21]徐磊、钱冈、黄国祥,“价格战”现象的Bertrand模型分析,上海管理科学,2003(02)
[22]史剑新,伯川德价格博弈中的正利润均衡,管理工程学报,2001(02)
[23]陈林,航空运输经济学,中国民航出版社,2008
[24]胡宗良,集团公司战略:分析、制定、实施与评价,清华大学出版社,2005
[25]菲利普·科特勒,市场营销管理(亚洲版),中国人民大学出版社,2001