The Pricing Strategy Based On Revenue Management Of Shen Zhen Branch Of NF Airlines

Pricing strategy is a core issue of revenue management and an important factor affecting and restricting the development of civil aviation in China.After years of development,the pricing strategy of shenzhen branch of NF airlines has gone through various stages from confusion and simplicity to stabilization.A lot of gratifying results have been achieved in this process.While the shenzhen branch of NF airlines is growing rapidly,systematic pricing strategy is particularly important to create higher profits.Human factors have far-reaching influence in the past pricing strategy,which can no longer meet the status quo.As a new start,we sum up the whole experience and considers carefully,then puts forward the pricing strategy based on PLF of revenue management.The pricing strategy based on PLF aims to provide a scientific and reasonable reference pricing scheme,and comprehensively improve the profit level of shenzhen branch of NF airlines.First of all,in the process of this research,this paper summarizes the theories and analysis of the impact of revenue management on pricing strategy and the current discount pricing methods through the literature review method.Secondly,by means of Delphi,five important factors affecting the pricing issue of shenzhen branch of NF airlines are found,which are types of routes,competitors,high-speed rail,freight rates and different cycles.Five different revenue management strategies are put forward according to different factors.Based on this,Find out the most obvious factors affecting the pricing strategies.Through the analytic hierarchy process,the weight of relevant factors can be obtained.Thirdly,design the pricing strategy combining the selected important factors with the actual situation.Through Delphi method,determine the basic price,PLF allocation and other steps and complete the pricing strategy gradually.Last but not least,test the pricing strategy and get the results in case study.The result proves that the pricing strategy of based on PLF of revenue management is feasible,which really improves the level of airfare.The research results of this paper have practical guiding significance for the pricing strategy management of shenzhen branch of NF airlines,which has reference significance for the pricing strategy management of domestic civil aviation as well.