Research On Air Ticket Pricing Based On Pre-Sale And Bundle

As the domestic economy is transforming into a service economy,in civil aviation companies,more and more airlines and major OTAs（online travel agencies）are implementing a bundled sales strategy that shifts from providing air tickets alone to providing"ticket+ service" to achieve a customer-centric transformation.And then,when airlines adopt a bundled sales strategy to sell tickets,they often combine pre-sale strategies.However,in civil aviation,the research on the combination of the bundling strategy and the pre-sale strategy for the pre-sale bundling and pricing of air tickets and services is slightly insufficient,which is not conducive to the development of civil aviation to a certain extent.Therefore,how to optimally price the bundled ticket product portfolio while considering the bundling sales strategy and the pre-sale strategy is an important decision problem that airlines need to face.Based on the pre-sale strategy and the bundled sales strategy,this paper also considers the order of service,the differentiation of service quality and the heterogeneity of passengers,and conducts a research on the optimal pricing strategy for the bundled ticket product portfolio.This article subdivides the bundled service quality and passenger types,and establishes a two-stage analytical model.Considering that an airline bundles tickets and services to a number of strategic passengers,the passengers choose the best purchase based on the principle of maximizing their own utility.At the right time,the airline considers the strategic behavior of the passengers and decides the optimal two-phase price.The results show that the price of the current sale period depends on the quality of the bundled service,the passenger’s valuation of the bundled product,and the sensitivity of the passenger to the quality of the ticket bundled service and the degree of passenger segmentation.The price of the pre-sale period depends on the price of the current sale period,the quality of the bundled service,the passenger’s valuation of the bundled product,and the passenger’s expectation of the bundled ticket service quality and the degree of service quality breakdown.The total number of passengers who choose whether to purchase bundled products during the current sale period is affected by the price of the pre-sale period,and the passengers in the pre-sale period will influence their purchase behavior in the pre-sale stage based on the estimated judgment of the product valuation during the current sale period.