考虑收益的航空升舱服务产品动态定价方法  

Dynamic Pricing of Airline Upgrade Service Considering Revenue Management

作　　者：赵桂红[1] 马晨傲 赵巧同 李建伏[2] ZHAO Gui-hong;MAChen-ao;ZHAO Qiao-tong;LI Jian-fu(School of Economics&Management,Civil Aviation University of China,Tianjin 300300,China;College of Computer Science and Technology,Civil Aviation University of China,Tianjin 300300,China;Business College,Wake Forest University,Winston-Salem NC 27109,USA)

机构地区：[1]中国民航大学经济与管理学院,天津300300 [2]中国民航大学计算机科学与技术学院,天津300300 [3]维克森林大学,商学院,美国温斯顿-塞勒姆NC 27109

出　　处：《交通运输系统工程与信息》2023年第3期76-84,共9页Journal of Transportation Systems Engineering and Information Technology

基　　金：国家自然科学基金青年科学基金项目(61103005)。

摘　　要：为使升舱服务产品实现旅客和航空公司利益共赢,本文构建旅客与航空公司均衡效用模型,采用Weibull分布函数刻画旅客对特定价格接受概率,并将其嵌入均衡效用模型,得出旅客在不同选择概率下的升舱服务产品价格;同时,为使模型更符合实际,在模型中加入升舱服务产品的价格约束以及座位数约束,并证明在收益最大情况下,升舱服务最优价格一定在其价格约束区间内;最后,通过算例分别分析单一等级舱位升舱和多等级舱位升舱问题,得出两种情况下对不同舱位提供升舱服务产品的最优价格,以及对应动态定价策略下航空公司的收益。研究结果表明:与传统静态定价相比,若航空公司在升舱服务产品定价时考虑旅客需求效用,既能减少航空公司高端舱位的空置率,提高收益,又能使旅客以较低的价格享受升舱服务。此外,相比于单一等级升舱服务产品,多等级升舱服务产品可给航空公司带来更多收益,算例分析表明,航空公司销售两等级升舱服务产品比仅销售单一等级升舱服务产品带来的收益增加39.12%。In order to achieve a win-win situation for passengers and airlines with upgraded services,a utility model of equilibrium between passengers and airlines is constructed based on the utility equilibrium theory.The Weibull distribution function is used to describe the probability of passengers accepting a specific price.And it is embedded into the equilibrium utility model to obtain the dynamic pricing model of upgrade services.To make the model more realistic,price constraints and seat number constraints are added.And it is proved that the optimal price of upgrade service must be within the price constraint range for profit maximization.Finally,this paper conducts a numerical study on the upgrading of a single class and multiple classes and obtains the optimal price of upgrade services for different classes under the two conditions.The benefits of dynamic pricing strategies for airlines are also calculated.The results show that,compared with the traditional static pricing,if airlines take passenger demand utility into account,it can reduce the vacancy rate of airlines'high-end class seats and improve their revenue,but also enable passengers to enjoy the upgrade service at a lower price.In addition,compared with single-class upgrade services,multi-class upgrade services can bring more benefits to airlines.The example analysis shows that the revenue of airlines selling two-class upgrade services is 39.12%higher than that of selling single-class upgrade services.

关 键 词：航空运输 动态定价 均衡效用 升舱服务 航班收益 WEIBULL分布 

分 类 号：F562.6[经济管理—产业经济]