【作者】 苑飞；

【导师】 王子亮；

【作者基本信息】 山东大学 ， 工商管理， 2009， 硕士

【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。更多还原

【Abstract】 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.更多还原