- 學位論文
兩岸航線客運費率艙等定價之研究
A Study on the Pricing of Cross-strait Airlines with Multiple Fare Classes
摘要
近幾年全球經濟正朝向整合性區域市場發展，促使航空客運市場蓬勃 發展，且因各國政府管制逐漸鬆綁而使得航空市場競爭亦更趨激烈。晚近， 兩岸直航航點之陸續開通，航空業者為保有競爭力，需對特定市場維持一 定之服務頻次，因此兩岸航線市場之經營應朝改進服務品質與營運效率著 手，並加強成本控制，以提高承載率與營收獲利能力。 在航空市場中競爭，提昇旅運需求與營收管理技巧為航空公司創造與 增加營收的主要來源。航空公司為提高航班機承載率及營收獲利能力，需 積極分析航班客位需求，並對航機艙位分配作最有效之控管。而其中增加 營收獲利來自於營收管理（revenue Management）之技巧，依美國航空公 司（American Airlines）對營收管理之定義為：「在適當的時間，將適當的 座位銷售給適當顧客，使得航空公司從旅客所獲得的營收為最大。」，此 說明航空公司擴大營收與艙位配置將隨距離出發時間長短與顧客特性不 同而有不同之價位配置。 據此，各航空公司可嘗試運用營收管理之技巧，發展多樣化的費率結 構組合來提高其營收，俾能提升其整體營運收入並兼顧市場與顧客之需求。 再者，航機空位隨班機起飛有不可儲存之特性，為了減少空位起飛之現象 發生，在營收管理之架構下，過去研究較多著重於艙位存貨規劃，而本研 究則考慮針對不同之艙等進行票價規劃，藉由營收管理之差別定價理論為 基礎，在已知各艙等的待售數量下，建立艙位費率定價之模式，並以利用 數學規劃為模式輸入介面，運用Evovler 4.0 套裝軟體進行模式求解，期能 獲得航空公司營收最大化目標下之各種票價組合，以提供航空業者營運規 劃上之參考依據。 關鍵詞：航空公司、營收管理、票價、差別訂價
並列摘要
States in recent years due to the gradual relaxation of government control point cross-strait direct flight after another opened, airlines to stay competitive, the need for specific services market to maintain a certain frequency, so the cross-strait routes should be towards the improvement of market operations service quality and operational efficiency proceed, and to strengthen cost control, to improve the load factor and revenue profitability. Competition in the aviation market, improve travel demand and airline revenue management techniques to create and increase the main source of revenue. Airlines to increase flights to drive the load factor and revenue profitability, needs to be a positive analysis of flight class, and the aircraft cabin spaces allocated for the most effective control. Increase the revenue of which profit from the revenue management of the skills, the airlines to increase revenue and seat allocation will vary with the length of time from the starting characteristics of different customers have different price points and configurations. Accordingly, the development of a combination of a variety of rate structures to improve their revenue, so that to enhance its overall operating income, taking into account market and customer demand. Moreover, aircraft space flight to take off there can not be stored with the characteristics, in order to reduce the phenomenon of space to take off in the revenue management framework, previous studies in class inventory planning more cabin seat, and this research is to consider the space for different fare plans, through revenue management theory of differential pricing, based on the known number of each class of the sale, the establishment of class rate pricing model, and III mathematical programming so Mathematical Programming as a model input interface using the Evovler 4.0 solution engine to solve the model, on the objective of maximizing revenue to get airline fare under the various combinations of airlines operating to provide a reference for planning. Keywords: airlines, revenue management, fares, differential pricing,