On The Government Regulation In Marketing Process Of Aviation Ticket

In recent years, with the gradual development of the aviation market, a lot of problems have arisen in the aviation industry. Such serious problems as the plane transportation surplus appears, losing in the aviation industry, supply and demand has been perplexing every large airline all the time. However, the price tool to adjusting the equilibrium of supply and demand in aviation service is totally in the charge of the government. So the aviation enterprises do not have the ability to set the ticket price according to the real situation of the market. Thus ticket price is unable to play a role in stimulating effective demand.This paper firstly makes a detail analysis of the current mechanism of the aviation, makes it clear how the current ticket prices are set, and have proposed the necessity of the market-based reform on the price. Through the past 20 years, with the CAD market analysis of the reform's effects, civil aviation market demand elasticity change, prove the feasibility with market-based reform. The market price is based on cost control, lower reasonable cost airlines, tickets can market and lay a solid foundation for further market-oriented reform. Because each country, industries characteristic are different, determining that pure market economy does not exist in the world, in order to make the social welfare maximize as much as possible, market must still combine together with the government regulation.Accurate positioning the locations of the government, improving the civil aviation fare mechanism is conducive to optimizing the allocation of air resources, aviation market balance of supply and demand situation, coordination capacity, lower the costs. Only by unifying the price of the civil airplane tickets can the aviation enterprises compete legally, and can the aviation enterprises solve all the problems.