摘要
本文以高铁推出优惠票价为背景，考虑乘客的选择行为，以收益最大化为目标函数，建立了综合考虑顾客需求双向转移和no-show行为的数量模型，验证了改进的“预售渐进式打折”比“统一优惠定价”具有更好的收益前景，证明了全价票的保护水平同顾客行为间的函数关系，需求转移概率同价格比之间的相关性。研究结果表明，在需求双向转移和no—show的市场环境中，合理地设定优惠价格策略及相应的席位控制策略会使收益显著增加。
In the context of high- speed rail concessionary fares, customers＇ choice behavior is taken into account in this paper. A static comprehensive model with the objective function of the maximum revenue considering customer behavior mentioned above is established, and the functional relationship between protection level and customer behavior is verified. The advanced ＂pre- sale progressive discount＂ policy is proved to gain more revenues than ＂unified preferential pricing＂. The correlation between the diversion probability and price ratio is proved, FRAT5 curve is improved and applied here, and the quantitative calculation formulas for the probability of buy - up and buy - down are given in this paper. Numerical examples show that, in a real market environment, inventory control policy considering comprehensive customer behavior will help in- creaserevenues significantly.
出处
《企业经济》
北大核心
2015年第3期162-165,共4页
Enterprise Economy
基金
国家自然科学基金项目“互联网环境下需求双向转移的机票存量控制研究”(批准号:71371140)
国家自然科学基金项目“考虑消费者双曲时间偏好行为的动态定价策略研究”(批准号:71101105)
关键词
收益管理
席位分配
需求转移
预售渐进式打折
统一优惠定价
revenue management
seats allocation
demand transfer
pre -sale progressive discount
unified preferential pricing
