北京国内航线市场细分研究

Study of Beijing Domestic Routes Market Segmentation Based on Factor Analysis

针对北京航空运输市场的特殊性,对北京国内航线市场进行了细分,为航空公司进入北京航线市场、合理选择运营航线提供参考依据。首先,针对北京航线市场的特点,构建了航线分类指标体系,并利用因子分析对13个分类指标进行简化降维,提取了5个公因子,分别是供需因子、票价因子、机型因子、单位收益因子和竞争因子;然后,计算5个公因子的因子得分值,并以其为分类变量对航线进行系统聚类分析,以伪F统计量作为确定最佳分类数的指标,聚类结果表明,97条航线可以显著地分为7类细分市场;最后,对每类航线细分市场的特点进行了分析,据此明确航空公司应采取的运营策略。

In order to provide a basis for the airlines entry the Beijing air transportation market and rational se- lection operation routes, a market segment analysis for the Beijing domestic air transportation market. First, we aim at the Beijing air transportation market characteristic to establish the classification index system, and extract 5 common factors by using factor analysis, which are supply and demands factor, fare factor, aircraft type factor, unit profit factor, and competition factor. Second, calculating the factor scores and take it as cat- egorical variable for market segmentation by use hierarchical cluster analysis. The result of cluster analysis show that the 97 routes could be classified to 7 sorts, according to Pseudo F - statistics as to determining opti- mal number of clusters indicator. Finally, we analyzed of the characteristics and point out the operation strate- gy of airlines should be take on each kind of segments.