“超值天下”产品的客户细分研究-管理科学与工程专业论文.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 I I 摘 要 近年来，航空业竞争程度越来越激烈，金融危机的到来，更是雪上加霜。在各大 航空公司纷纷出现运力过剩的大环境下，如何在保证客座率的同时，又不去盲目的 打价格战，成了各大航空公司所积极关心的问题。而航空售票电子商务化，近年来 越来越成为一种较为理性的选择，但如何正确的去使用电子商务这个有力武器，避 免成为变相价格战的牺牲品，成为当下一个值得研究的话题。 本文开篇对于航空市场、研究背景、系统原理、研究现状做了简要的介绍。主要 以“超值天下”为例，首先基于对系统的了解，运用航空旅客的传统分类方法，并 针对本系统的具体情况，对系统客户特征属性进行适当的提取与预处理。其次，通 过对于系统旅客的大体分布的了解，运用模式识别的方法，对系统旅客中的模糊年 龄层进行客户细分，并试图找寻各年龄层、各季节段、各航线旅客的特征分布规律， 并进而对系统效果进行一定程度印证。然后，利用对特征分布规律的研究以及收益 管理的了解，重点关注未接受匹配人群的特征分布与行为，引入旅客各种特征属性， 对于分类结果、系统匹配效果进行综合分析与检验。最后，基于系统的现实意义与 匹配效果的深入研究，提出一个基于航空领域的、较为成熟的、针对闲暇旅客的超 低价电子售票系统匹配改进方案。 关键词：客户特征 模式识别 收益管理 客户细分 II II Abstract Recent years, with the increasingly fierce competition and the financial crisis, in major airline companies have appeared under the environment of excess capacity, how to ensuring the rate of passenger seat at the same time avoiding the blind price war became a major airline companies mostly activity concerned. The air tickets e-commerce, more and more become a relatively rational choice, but how to use electronic commerce as a powerful weapon, and avoid becoming victims of price war, is becoming the future study concerned. This paper gives a brief introduction to aviation market research background, the system, the theory and recent research status. Mainly use Chao Zhi Tian Xia as an example. Firstly, based on the use of traditional classification methods of air passengers, and in the light of the specific conditions of the system, system characteristic attributes of extraction and proper preprocessing. Secondly, in the fuzzy age of passengers, through the general distribution system for passenger, using pattern recognition method of system, and customer segmentation to find all ages, each season, the passengers and distribution characteristics of system and to a certain extent. Then, using the characteristics of distribution and revenue management, focus on the customer characteristics of those people who did not accept the matching , introducing passenger distribution charac