航空公司消费者流失行为分析

Analysis of airline company consumer lost behavior

消费者行为分析已经成为航空公司开拓市场、制定营销策略前的重要准备工作之一。本文通过消费者行为聚类分析和建模分析,研究消费者流失行为。研究发现:平均票价一定,消费者流失概率与其折扣率成反向趋势;折扣率一定,消费者流失概率预期平均票价成正向趋势;消费者乘机间隔越大,其流失的比例就越大;消费者活跃程度不是会员流失的标准;消费者市场的不成熟,在各个组别中都会有消费者流失行为,此种行为很可能取决于其他航空公司的市场竞争。

Consumer behavior analysis has become one of the significant preparatory work for airline corporations to develop new markets and marketing strategies.The paper studies airline consumer loss behavior through the calculation of the price elasticity of demand and the cluster analysis.Finally we establish the relevant conclusions as following： if average fares of each consumer remain the same,consumer loss probability and the discount rate will be in different trends;given certain discount rate,the consumer loss probability and the average fares are in the same trend;Larger intervals between each flight could result in consumer loss;consumer activity has nothing to do with member loss;consumer market is still not mature and consumer loss exists in each group of consumers,such behavior is likely to depend on the market competition of other airline companies.