考虑旅客异质性的机票捆绑销售研究  

Research on Flight Ticket Bundling Considering Passenger’s Heterogeneity

作　　者：赵礼强 陈鹏 张子辰 郑晓宇 ZHAO Li-qiang;CHEN Peng;ZHANG Zi-chen;ZHENG Xiao-yu(School of Economics and Management,Shenyang Aerospace University,Shenyang 110136,China)

机构地区：[1]沈阳航空航天大学经济与管理学院,辽宁沈阳110136

出　　处：《数学的实践与认识》2020年第23期23-40,共18页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71901153);教育部人文社科规划基金(17YJA630139);辽宁省教育厅人文社科重点项目(L201706);沈阳航空航天大学引进人才科研启动基金项目(18YB29);浙江省自然科学基金重点项目(LZ20G010001)。

摘　　要：随着旅客市场的细分,越来越多的航空公司在机票预售的过程中开始捆绑附加服务.针对航空市场中出现的旅客异质性问题,建立了一个两阶段解析模型来研究航空公司的最优定价策略.考虑旅客存在着事先异质性和事后异质性,分别求解机票捆绑不同附加服务时航空公司的最优价格决策,并通过数值实验讨论了旅客异质性对于航空公司的最优预售价格和现售价格的影响.结论表明,现售价格取决于旅客对机票捆绑质量的敏感程度,而预售价格取决于旅客对机票捆绑质量的期望程度.With the segmentation of the passenger market,more and more airlines begin to bundle add-ons in the process of flight ticket pre-sale.Aiming at the problem of passenger heterogeneity in the airline market,a two-stage analytical model was established to study the optimal pricing strategy of airlines.Considering the ex-ante heterogeneity and ex-post heterogeneity of passengers,this paper solves the optimal pricing decision for airlines when the flight ticket was bundled with different add-ons.The effects of passenger heterogeneity on the optimal advance price and spot price were discussed by numerical experiments.The conclusions show that the spot price depends on the sensitivity of passengers to the quality of flight ticket bundling,while the advance price depends on the expectation of passengers to the quality of flight ticket bundling.

关 键 词：机票 捆绑销售 附加服务 异质性 定价 

分 类 号：F562.6[经济管理—产业经济] F274