论文标题:民航客运平行航班动态定价模型研究
The Research of Dynamic Pricing for Airline Parallel Flights
论文作者
论文导师 郭耀煌,论文学位 博士,论文专业 管理科学与工程
论文单位 西南交通大学,点击次数 86,论文页数 129页File Size6495k
2005-06-01论文网 http://www.lw23.com/lunwen_65337772/
Revenue Management; Parallel Flights; Dynamic Pricing; Seat Inventory Control;Substituable Demand
近年来,随着中国市场经济体系的不断完善和经济的持续快速增长,中国民航业在进行了一系列体制改革和提高内部管理水平等有效措施后,取得了令人鼓舞的成绩。但是,与当今世界民航强国相比仍有较大差距。 作为现代航空公司提高收入、参与市场竞争的不可或缺的手段,收入管理已经在国外航空公司创造了巨大奇迹。收入管理强调通过对市场进行细分,对消费者行为进行分析,利用动态定价与存量控制策略实现企业的收入最大化。其核心是在适当的时候将适当的产品以适当的价格销售给适当的顾客。 起源于航空客运业的收入管理,不仅在实际中取得了巨大成效,而且,在理论研究中,也涌现了大量的研究文献。但是,现有的大部分研究主要针对单个航班的收入管理问题。而在实际中,航空公司为了满足不同旅客的需求,通常在同一条航线上提供多个航班(一般称为平行航班),如中国国航西南航空分公司在成都——北京的航线上每天提供十一个平行航班。而且,常常是多家航空公司经营同一条航线上,相互之间的竞争也是十分激烈的。但到目前为止,针对平行航班的这种现象,如何综合制定其收入管理动态定价策略,以实现总收入最大化的问题研究很少。本文较深入地研究了在相对垄断和寡头竞争的市场环境下多个平行航班的动态定价问题,具有重要的理论意义和实用价值。论文的主要研究内容如下: 首先,应用国内航空公司的实际数据进行案例分析。选取两条具有相对垄断和竞争特征的航线上的多个平行航班进行需求和定价策略分析,指出现实中平行航班之间相互影响的现象,并且分析了实际定价决策中存在的问题。 其次,应用随机控制理论,建立了在垄断市场环境下,基于需求转移的两个平行航班的收入管理动态定价模型,并证明了价值函数的性质和给出了最优控制的时间阈值点,这种时间阈值的控制策略既简单又易于实施。实证分析的结果表明,基于需求转移的多个平行航班的动态优化的收益比不考虑需求转移的多个航班的收益大。 然后,讨论了在寡头竞争市场环境下,两家航空公司提供的两个平行航班的收入管理动态定价策略。应用非合作博弈理论,分析了竞争环境下定价
Recent years, with the more and more perfect of China"s market economy and the rapid and sustaining development of economy, Chinese Civil Aviation Passenger Transport has got the high-speed advance. However, confronted with the strong challenges from other transportation methods at home and heated competition with airlines abroad, laggard management mechanism and methods have put domestic airlines into a disadvantageous position.As an indispensable means to increase revenue and participate in market competition in the modern airlines, Revenue Management has already created enormous miracles in overseas airlines. Revenue Management emphasizes the use of dynamic pricing and inventory control to realize the maximum revenue of company by market segmentation and consumer behavior analysis. Its core thought is to sell the right product to the right consumer at the right time of the right price.Revenue management coming from the civil aviation has not only aquired a great of effect in practice but also a voluminous literature has also come forth in the theoretical fields. However, the majority of this literature focuses on the model for a single flight. Actually, the airlines usually provide multiple flights (called the parallel flights generally) between a common origin and destination to satisfy the demands of different passengers, such as Air China Southwest Company provides eleven parallel flights everyday for the leg from Chengdu to Beijing. Furthermore, there are usually several airlines to run in the same leg and the competitions are also very fierce mutually. But so far, there are just a few researches concerning this kind of phenomenon of the parallel flights and how synthesize to draw up its dynamic pricing strategy for revenue management to maximize the revenue. In this dissertation, we discuss the policy of dynamic pricing of multiple parallel flights under the monopolistic and competitive market environment. It has important theoretical significance and practical values to research the problem. The main research contents are as follows:Firstly, we address the situation where the China Airlines practice thepolicy of dynamic pricing. We conduct the empirical analysis of sales and price data from the domestic airlines. We select multiple parallel flights in two legs that have the relative monopolistic and competitive characteristic to analyze the demand and pricing strategy, then point out the phenomenon that parallel flights have an impact mutually in practice, and analyze the existent problem of the actual dynamic pricing strategy.Secondly, we build up the dynamic pricing model for two parallel flights based on substitute demand in monopolistic or imperfectly competitive market with the stochastic control theory, prove the property of the value function and give threshold point of time of optimum control, whose control strategy is simple as well as being prone to implement. Numerical examples show that this new policy is more optimal than that ofbefore.Thirdly, we discuss the dynamic pricing strategy for two parallel flights provided by two airlines under duopoly market environment. With the non-cooperative game theory, we analyze the static game theory model of pricing under the competitive environment, and prove that a unique pure Nash equilibrium solution exists. Further, applying the stochastic control theory and differential game, we discuss the dynamic pricing strategy in competitive market, get the optimum solution, and compare the revenue in competitive market with the revenue in monopolistic market. The conclusion indicates that under the competitive market environment, the airlines should draw up a low pricing strategy to gain more revenue.Finally, we combine the theories analysis and practice circumstance, put forward the countermeasure and suggestion of parallel flights" dynamic pricing of Air China and propose some potential future research directions.
|
