【作者】 王大事；

【导师】 江可申；

【作者基本信息】 南京航空航天大学 ， 产业经济学， 2008， 硕士

【摘要】 价格是一种经济上的精确指标。从宏观角度看,价格是配置资源,调节市场供需的有效途经;而从微观角度看,价格是企业进入新市场、争夺市场份额、排挤行业在位者和潜在进入者、增强自身竞争力的有效手段。我国民营航空公司诞生于2005年,竞争于行业差异化程度较低的民航市场,价格对于民营航空公司而言至关重要,而定价方法更是确定价格的主要依据。当前我国民航业使用的成本加成定价法在市场不断开放和竞争日益加剧的情况下,弊端逐渐凸现,主要可归纳为以下三方面:第一,导致机票价格过高;第二,导致企业缺乏成本控制的源动力;第三,导致企业缺乏创新动力。鉴于我国当前定价方法存在着明显的不足,建立适合民营航空公司的机票定价方法已成为亟待解决的问题。本论文以此为背景,试图在借鉴前人相关研究成果的基础上,对民营航空公司的定价方法进行深入分析。本文首先采用SWOT分析法,结合PEST和波特五力模型透视我国民营航空公司发展现状。接着做了定价方法的分析与比较,包括一般产品的三大类定价方法,民航业常用的几种定价方法,并以定价理论为基础总结了我国三家民营航空公司的定价方法。通过分析,作者发现这三家民营航空公司采用的定价法存在共同的不足之处,即定价时考虑的因素过于单一。这些定价方法虽然在短期内取得了一定绩效,但是从长远来看,仍有很大的改进空间。紧接着作者提出了基于层次分析法AHP的定价方法,在建立影响因素指标体系后构建了数学模型。最后通过问卷的形式,获取相关数据后进行算例演算,验证了该定价方法的可行性。更多还原

【Abstract】 Price is an accurate index. From the macro view, it is considered as an effective method to allocate resource and adjust demand and supply; from the micro view, it is regarded as powerful ways for companies to enter new markets, grab market shares, compete with rivals and enhance own competitions. Private airlines in china appear in 2005 whose arena is a place with little discrepancy, which accounts for the fact that rice strategy is extremely significant for them.At present, the cost-orientation pricing methods used in our civil aviation industry is quiet obsolete as our market is gradually opening and competition is becoming severer. This pricing method leads to there main shortages: high airfare, shortage of motivation to control cost and shortage of motivation to create. As a result, to set up a suitable method for our private airlines seems to be terribly urgent. Under this circumstance, the author tries to work out a totally new ways for our private airlines based on relative researches.In the first place, the author introduces SWOT followed by PEST and five-force model to analyze private companies’situations. In the second place, the author compares different pricing methods including normal pricing ways and pricing in civil aviation industry. Then, three typical private airlines are mentioned to conclude their pricing methods. Although those pricing methods have made some progress currently, they still face the same shortcoming of lacking different factors impacting pricing. Finally, the author comes up with a novel pricing method on the basis of AHP and set up an econometrical pricing model. The date collected for questionnaires proves the feasibility of AHP based pricing method.更多还原