航空客运低价营销策略研究  

Airelines' Low Price Marketing Strategy on Passenger Transportation

作　　者：伊庆 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2007年第S1期109-113,116,共6页Journal of Shanghai Jiaotong University

摘　　要：针对春秋航空兴起的低价机票促销风潮,研究了全球航空客运的行业背景,低成本航空客运的由来和发展趋势,民航客运的成本结构,航空公司的各种营销策略,促销手段等.针对中国民航客运业平均客座率不高的现状,对不同航空公司的定价策略在不同的客座利用率情况下的客票总收入作了比较.最后得出结论,在目前中国民航客运市场平均客座率不高的外部条件下,低价机票竞争将是保证较高的客座率和提高航空公司票价总收入的有效营销策略.Based on low price ticket promotion launched by Spring-Autumn Airline,low cost airlines,airlines' cost structure,airlines' different marketing strategies,promotions were studied.Different airlines' revenue on passenger transportation business upon different pricing strategy under different loading factor were compared.The results indicate that under the existing marketing situation,China airlines's average space(utilization) is still at low level,the low price promotion will be an effective marketing strategy for China airlines on passenger transportation business.

关 键 词：低成本航空 低价营销策略 春秋航空 

分 类 号：F562[经济管理—产业经济]