航空貨運運價決策法則之研究-以C航空公司T營業部為例

Abstract

「運價」是航空貨運產業最重要的管理議題之一。航空貨運經理人非常期待釐清影響航空貨運訂價眾多的因素，在各種內外部影響空運因素中，整理歸納出相互連動的關係，從而歸納整理出有效的航空貨運運價決策法則。但本研究之文獻探討未發現其他研究提出適當方法，輔助此重要的決策。 本研究透過引用影響航空公司貨運核心競爭力因素及航空貨運收益管理等文獻與個案公司內部策略規劃會議資料，運用五力分析初步篩選影響航空貨運運價的相關因子。再運用C航空公司T營業部2012-2015完整資料，透過應用多變量分析模式，確認相關因子與單位運價之間相互影響之關聯性，對於三條航線在不同情境下，辨識影響航空貨運運價的顯著因子，並提出明確之決策法則，改善僅依賴個人經驗法則的決策方式。 期待透過本研究所提出航空貨運運價定價的決策法則，可以輔助航空貨運經理人明確掌握市場動態並即時回應，為航空公司創造最大營收與提高獲利能力。

“Pricing” is one of the most important concerns in Air Cargo industry. The managers are so much interested in screening the the possible factors affecting the pricing of air cargo, formulating the the interaction among the internal and external factors, and proposing helpful decision rules. However, this study did not find other researchers who proposed effective approaches for such important decision-making in the literature. To screen the factors possibly affecting the air cargo pricing, we refer to the literature on the core competency and revenure management of air-cargo for airline companies and the five-force analysis resulted from the strategic planning meeting of the case company. Then, we apply the models of multi-variate analysis with the data of C Company T Branch in 2012-2015 to formulate the association between yield of air cargo and those possible factors. We take three routes with different scenarios, identify the association between the siginifacnt factors against yield, and propose effective decision rules to improve decision-making following empirical rules summarizing only from personal experience. The decision rules proposed in this study shall be applied to assist the managers’ decision-making of pricing in air-cargo industry to make quick response as facing dynamics in the market, and look forward to expand revenue and improve profitability.