航空公司机票定价策略

航空公司机票定价策略 航空公司机票定价策略 科目: 产业经济学 经济与贸易学院 学院: 班级: 经济二班 学号: 20102320223 姓名: 谢文伦 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 摘要:随着社会不断进步和科技愈来愈发达，现在的交通工具多了一个重要的部分--飞机。人民生活水平在不断提高，但是飞机却不是主流的交通工具。众所周知，飞机由于运量小、建造和使用成本高等特点，属于交通工具的“奢侈品”。即便如此，我们知道，飞机票的价格并不是一直居于高位，也有便宜的时候。它不像铁路运输那样，被政府采用垄断的方式以固定的价格模式运营着，而是根据市场变化，一直由航空公司内部调整着定价。同一条航线，不同的航空公司，飞行时间，不同的舱位，航班时间都会成为机票价格的影响因素。 关键字:交通工具 奢侈品 航空公司 飞机定价 世界上没有赔本的买卖。在乘坐飞机时，旅客能享受到舒适的服务、美味的餐食、便捷的行程，但是机票价格却如此便宜，难道航空公司一直在做赔本生意吗,当然并非如此。航空公司之所以能为旅客提供部分超低票价，是基于其对机票价格策略的掌握，通过精细化的收益计算管理，最终实现既能掌握市场，赢得旅客的“芳心”，又能保持一定的收益水平的目标。 一、航空公司的利益最大化 对于飞机票，每个消费者都有可承受的价格上限(具体上限值因人而异)，一旦机票超过这个上限就会放弃购买。比如很多消费者就认为京沪线的机票价格不能超出京沪高铁太多，否则乘飞机不如坐高铁。对航空公司而言，他们总是想榨干消费者身上的最后一滴血，也就是追求利益最大化。如何利益最大化,他们会费尽心机分析出消费者愿意付出的价格上限，然后恰好把价格定在那个位置上。因此，航空公司会采用价格歧视的定价手段。所谓价格歧视，是指商品或服务的提供者在向不同的接受者提供相同等级、相同质量的商品或服务时，在接受者之间实行不同的销售价格或收费标准。说白了，就是销售同样的商品或服务，但对不同的人收不同的价，就好像在小商品市场里买衣服，最后多少钱成交，全看自己的砍价功力。对航空公司来说，采用价格歧视的定价手段才能做到将经济利润最大化，将该拿的钱一分不少全拿到。 二、航空公司的定价 1.怎么区分机票种类 一般而言，航空公司会根据各航线的市场需求、航班时刻、机型、购票时限等因素，自主制定具体的票价种类、水平以及适用条件，运用价格手段，开展灵活的市场营销活动。一个航班的座位数是有限的，怎样给有不同价格上限的消费者做销售分配,即不同价格的票分别划分出多少张来卖才合适,我们用一个最and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 简单的例子来说明。假设现在选择某一条航线的乘客只有两类，他们能承受的机票单价上限分别是Pb和Pe。航空公司拟定向这两类消费者出售的机票数量分别是Xb和Xe。由此产生的总收入是:R=Pb,Xb+Pe,Xe。因为飞机上座位的数量都是有限的，所以收入有约束条件:首先两种不同价格的机票数加起来不能超过飞机总座位数C，即Xb+Xe?C;其次航空公司也会为两种价格的机票数量各自划定上限，低价票的数量应当不超过市场上对低价票有需求的消费者总数量Qb,即Xb?Qb，类似的，高票价的数量也应当不超过市场上高价票有需求的消费者总数量Qe，即Xe?Qe。但如果高价票和低价票毫无差别，即便可以接受更高价格的消费者也会选择低价票。为了让能买高价票的乘客心甘情愿地买高价票，航空公司会制定各种各样的游戏规则。最典型的是订票时间差异化，例如想放假回家的大学生往往会提前一个月就订票，而商务人士则有可能上午才买下午的票。注意，因为突发事件或有某种需求急需乘机的消费者也属于能接受高价票的消费群体，这时他们为了到达顺利目的地愿意掏钱，这正是节假日时飞机票价格疯涨的原因—— Qe 大大提高了。。除此之外，低价票还常常附加诸如不退票、不改签等限制。这些正是航空公司“制造差异化”的表现所在。 2.机票定价的分析 很多旅客会认为，航空公司可以控制机票价格。其实，并非如此。航空公司只能控制机票的折扣，或者说，是在某种意义上控制机票价格。2010年6月1日，民航局放开了公务舱、商务舱的价格限制，由各航空公司依据市场情况实行市场调节，这也是各个公司在同一条航线上的公务舱、商务舱运价差别巨大，而所有公司的经济舱全价完全相同的原因。业内人士表示，此种管理就明确了航空公司对经济舱的机票价格只能制定折扣额度，而不能制定具体的全票价格。受制于航空公司的固定成本，一般而言，机票定价一般遵循距离越远运价越便宜的原则。这个运价不是指旅客拿到机票的价格，而是指飞机营运的每公里价格，直观地来说，就是经济舱全票价/公里数。以从北京起飞的航班为例，飞往长沙的每公里价格，要高于飞更远距离的广州的每公里价格。飞行距离是逐渐增大的，但是它们的每公里价格却是逐渐降低的。这是因为高昂的固定成本确实使短程航线的每公里价格更贵。从经济学理论上讲，同一航班的机票价格越高和客座率越高，收益也就越大。但是，除非是特殊节假日或者特殊航线，这样的理想状况太少。所以，影响航班收益水平的因素主要是平均票价和客座率，而这两者的关系是相互制约的。一般而言，高平均票价就意味着低客座率，高客座率带来的是低平均and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 票价。在现实中，航空公司只有在航班管理中让平均票价和客座率达到一种均衡的状态，才能使收益最大化。航空公司要提高航班收益，就要细分旅客市场，将合适的价格卖给合适的旅客，尽量压缩低票价旅客的销售量，而提升高票价旅客的销售量。低票价旅客是航班收益的一个补充，高票价旅客才是航班收益的中坚力量。 3.机票定价遵循的原则 航空公司既然要追求利益最大化，那么就有必要了解消费者的心理，弄清楚消费者在选择交通工具时考虑的因素。下面，我们可以从以下几个方面进行阐述。第一，我们经常买飞机票的消费者都知道，机票时间早价格便宜(一般提前15天以上)，时间较近但是机票空位多也会便宜(这个一般在提前2,3天，有风险，因为如果位置较满，价格会上去的);国内往返除非航空公司对特定时间和特定的路线有优惠，一般和你定两个单程是一样的;但是国际机票同一航空公司往返会优惠很多。因此，航空公司可以据此制定相关的价格策略，紧紧围绕消费者这个心理因素，制定出吸引消费者的价格从而提高收益。例如，航空公司在一天之中变动好一次票价，航空公司规定同一个航班，2折票3张，3折票5张，5折票9张，6折票50张，7折票40张，8折票20张，9折10张，全价10张。如果2折抢光了，可以促使消费者赶紧预定3折的，3折没有可以从心理上促使其预定4折的，如此循环下去，便可以带动消费者走进这个循环中从而提高收益。第三，航空公司可以依据自己的独特优势，例如如果某一航线只有一家航空公司的航班，那么一般机票都会是全价，因为你不会有其它的选择机会,只能选择它了;另外在同一天，不同航班(不管是是否同一家航空公司)机票价格也会不一样的，一般中午10点到下午7点出发的价格较高(这是人们出行的高峰)，早晨9点前和晚上9点以后的价格会便宜一些，因为这些时段坐飞机的人比较少。 4.低票价也能保持盈利 随着特价机票、折扣机票越来越多，可能有人会问，机票价格越来越便宜，航空公司会亏损吗,其实，降低票价和保持盈利并非天生的矛盾。某航空公司航线管理人员表示，航班的客座率是随着起飞时间的临近逐步提高的。在旺季时，由于市场需求旺盛，航空公司根本不需要在前期做过多的低价促销，就能保证客座率;而在淡季时，低价促销则非常必要。在淡季时，每个航空公司都会提供一些超低价的机票来提高市场吸引力，如提前购票、特殊产品以及中转运价等。超低价产品的数量一般占航班座位数的5%~10%。按照经济学理论，当一个航班运and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 行时会存在边际成本，即当客座率和票价等因素达到一定水平时，其每多卖出的一张票都是纯粹的收益。此时，航空公司为了应对市场的竞争，会有重点地推出一些特价票，比如折扣力度特别大的一二折机票。这种旅客是无收益旅客或者微收益旅客，所占比例其实非常小，但在一定程度上提高了航空公司的人气和航班客座率，是每家航空公司的市场营销策略中都不可或缺的一部分。当然，在市场竞争中，航空公司的低价竞争其实是一把双刃剑，可以提高客座率但也能降低收益，因此要尽量避免伤及自己。 总而言之，机票的价格并不是像火车这种被垄断的行业的商品价格一样一直不变，它是不断地在变化。它不仅要让航空公司获得盈利，而且更应该考虑到广大消费者的利益，满足消费者的购买心理，同时更要适应市场的需求，根据市场的需求制定出相应的价格策略。 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation