Analysis Of Competitive Flight Sales Strategy Based On Variance Analysis

Under the impact of the COVID-19,the airline industry has been greatly affected,and airlines need to constantly adjust their strategies to increase revenue according to the dynamic changes of market demand and competitors’ strategies in order to try to avoid excessive losses.Therefore,studying the advantages and disadvantages of flight sales strategies in a competitive environment is an important reference for airline revenue management departments to make decisions.In this paper,we select two groups（the same and different number of seats）of historical real ticket sales data of competing flights on the same route and departure time,process the data from different time,period,discount and other analysis dimensions to construct variables,and then apply ANOVA theory to test the significance of factors that may cause the difference in revenue of competing flights,finally combined with statistical charts to draw valid conclusions.Firstly,the contrasting dimensions for analyzing differences in sales strategies of competing flights were identified based on the data,then divide the time,period,and discount dimensions into different levels and construct an analytical framework.Secondly,with the same and different seat numbers,two groups of competing flights from different revenue comparison dimensions are analyzed by different types of ANOVA tests.Finally,based on the ANOVA results combined with the content of descriptive statistics charts,summary of the specific strengths and weaknesses of the competing flights in terms of sales strategy differences.By examining and analyzing the data,airlines can use this method to make certain considerations of competitors’ sales strategies,take advantage of their strengths and weaknesses,make timely adjustments and adopt effective strategies to carry out competition,thus continuously improving the competitiveness and revenue management of enterprises under severe situations.