航空公司会员营销对提升旅客效用的研究——基于旅客对华夏航空付费会员购买意愿的分析  

Research on airline member marketing to improve passenger utility——Based on the analysis of passengers’ willingness to buy the paid members of Huaxia Airlines

作　　者：赵桂红[1] 杨文君 Zhao Guihong;Yang Wenjun

机构地区：[1]中国民航大学经济与管理学院

出　　处：《价格理论与实践》2022年第12期128-131,202,共5页Price:Theory & Practice

基　　金：民航航空公司人工智能重点实验室科技项目资助。

摘　　要：航空公司付费会员制作为增强用户黏性的新型营销制度,可以显著提升旅客效用,提高企业营业收入。基于离散选择理论,构建我国航空旅客对航空公司付费会员的混合Logit随机选择模型,量化旅客对航空公司付费会员五项福利指标与卡费这一价格指标的选择及支付意愿。结果表明:会员制营销可以显著提升旅客效用。旅客偏好的华夏航空付费会员属性由高到低依次为合作航司、折扣力度、权益种类、合作产业及受益人数,支付意愿分别为520元/年、320元/年、163元/年、124元/年、94元/年,且不同特征的旅客选择偏好具有异质性。具有付费习惯、高频出行的旅客对合作航司、合作产业具有较强的支付意愿;探亲访友的旅客对于卡费及票价折扣力度更加敏感。因此,在设置航空公司付费会员权益时,应重视与其他航空公司间的合作,针对用户画像可以做到对航空公司付费会员卡的精准投放推广。The paid members of airlines can significantly improve the effectiveness of passengers and increase the business income of enterprises by creating a new marketing system to enhance user stickiness. Based on the discrete selection theory, a mixed Logit random selection model of Chinese airline passengers to airline paying members is constructed to quantify the choice and willingness to pay of passengers to the five welfare indicators of airline paying members and the price indicator of card fee. The results show that membership marketing can significantly improve the effectiveness of passengers. The paid membership attributes of China Airlines for passengers’ preferences are the cooperative airlines, discount strength, types of rights and interests, cooperative industries and the number of beneficiaries from the highest to the lowest.The willingness to pay is 520 yuan/year, 320 yuan/year, 163 yuan/year, 124 yuan/year, and 94 yuan/year, respectively, and the preferences of passengers with different characteristics are heterogeneous. Passengers with payment habits and frequent travel have strong willingness to pay for cooperative airlines and industries;Passengers visiting relatives and friends are more sensitive to the discount of card fees and ticket prices.Therefore, when setting up airline paid membership rights and interests, we should pay attention to cooperation with other airlines, and the accurate promotion of airline paid membership cards can be achieved through user portraits.

关 键 词：航空公司付费会员 常旅客计划 离散选择行为 混合Logit模型 

分 类 号：F562.6[经济管理—产业经济] F274