基于旅客选择行为的升舱定价研究

Research on upgrade price based on passenger choice behavior

升舱作为航空公司主要的附加服务之一,其定价与销售对提升航空公司收益具有重要意义。本文在对旅客类型划分的基础上,构建二元Logit模型分析不同类型旅客对升舱的选择行为,进而结合回归结果预测旅客购买升舱的概率,最后构建基于旅客选择行为的升舱定价模型。结果表明:从总体上看,升舱价格的增加会使旅客的购买概率降低,年龄越大、提前购票时间越短的男性越愿意购买升舱;不同类型的旅客对于升舱的选择偏好存在较大差异,故购买概率也有所不同。基于中国民航信息网络股份有限公司的旅客数据库,采用考虑旅客选择行为的升舱定价模型,测算出使航班升舱收益最大时不同旅客适用的升舱最优价格,采用该定价方法的升舱收益提升约59.93%。构建该模型旨在为航空公司附加服务定价提供理论依据。

As one of the main ancillary services of airlines,the pricing and sales of upgraded are of great significance to enhance the revenue of airlines.Based on the classification of passenger types,this paper proposed a binary Logit model to analyze the choice behavior of different types of passengers to upgrade,and then predicted the probability of passengers to purchase upgrade based on the regression results.Finally,an upgrade pricing model based on passenger choice behavior was constructed.The results show that,on the whole,the increase of upgrade price will reduce the purchase probability of passengers.The older the men are,the shorter the time to purchase tickets in advance,the more willing they are to buy the tickets.Different types of passengers have different preferences for upgrading,so the purchase probability is also different.Based on the passenger database of China Civil Aviation Information Network Co.,LTD.,the upgrading pricing model considering passenger choice behavior is adopted to calculate the optimal upgrading price,which is applicable to different passengers,to maximum the flight upgrading revenue.The upgrading revenue is increased by 59.93% by using this pricing method.This model is designed to provide a theoretical basis for the pricing of ancillary services of airlines.