基于家庭计划的航空客运定价策略研究

The Pricing Strategy for Airline under the Family Plan

在乘客具有策略行为和品牌偏好时,为吸引乘客购买机票并提高航空公司收益,研究竞争环境下航空公司推行家庭计划的定价策略。利用Hotelling模型刻画乘客策略行为和品牌偏好,求得了供大于求和供小于求下两航空公司的均衡定价和收益,并探讨了家庭计划下的最优家庭组人数。研究表明,航空公司推行家庭计划能够缓解竞争带来的收益损失,同时也能提高乘客购票的家庭效用。最后,应用算例验证了理论分析的结果。同时发现,家庭组人数将明显影响航空公司均衡收益。

This paper studies the pricingstrategy when airlines introduce the family plan under competitive environment with passenger strategic behavior and brand preferences. We propose a Hotelling model to describe the passenger strategic behavior and brand preferences and obtain the equilibriumunder oversupply and opposite side, and discuss the optimal number of people under family plan. The result shows that family plan could alleviates the loss in revenue for fierce competition, and promote the utility of passenger. Finally, numerical experiments are given to verify the results of theoretical analysis. It is also found that the number of family group will obviously affect the profits for airlines.