第10章顧客價(jià)值和供應(yīng)鏈管理供應(yīng)鏈管理-文庫吧資料
2025-03-13 20:55本頁面
【正文】 ple (cont) 21 Price No. Seats Q1 =400 P1=1200 Q2=200 P2=1600 P3=1800 Q3=100 Revenue: 1,800*100 + 1,600*(200100) + 1,200*(400200) = 580,000 Revenue Management: Example (cont) 22 營收管理：航空業(yè)例子 23 NoImag eAirlines: Traditional Requirements Perishable Inventory Limited Capacity Ability to Segment Markets ?Earlybird booking ?Over the weekend Product Sold in Advance Fluctuating Demand 24 Airlines Revenue Management Two ponents of airline revenue maximisation: ?Customised Pricing： ? Various ‘ fare products’ offered at different prices for travel in the same OD market ?Yield Management（ YM）： ? Determines the number of seats available to each ‘ fare class’ on a flight, by setting booking limits on low fare seats 25 Revenue Management: Capacity Allocation There are only two price classes ?Leisure: (f2) $100 per ticket ?Business: (f1) $250 per ticket Total available capacity = 80 seats Distribution of demand for business class is known Enough demand for the leisure class Objective: ?How many seats to allocate to the business class to maximise expected revenue 26 Benefits of Revenue Management in the Airline Industry Evidence of airline revenue increases of 4 to 6 percent: ?With effectively no increase in flight operating costs RM allows for tactical matching of demand vs supply: ?Booking limits can help channel lowfare demand to empty flights ?Protect seats for highest fare passengers on forecast full flights 27 智慧定價(jià)（ Smart Pricing）（ 1） 公司把價(jià)格視為一個(gè)影響顧客需求的工具，并使用兩個(gè)不同但互補(bǔ)的定價(jià)方式， 以追求利潤最大化之機(jī)會 ?客制化定價(jià)（ Customised Pricing）：將其顧客，依其對價(jià)格的敏感度作市場區(qū)
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