항공수요의 가격탄력성에 따른 저비용항공사 수입관리(RM)에 관한 연구

Although the aviation market and industry is rapidly growing, the profitability of airlines shows a strong tendency to decrease continuously. Under the inevitable circumstances of intense market and price competition, the airlines try to maximize the revenue and yield based on Revenue Management (RM) to overcome the problems. The objective of this study is to analyze revenue management of Low Cost Carriers (LCC) according to price elasticity of air demand. To achieve the purpose of the study, the research conducted a case study analysis of a LCC, and the following results of the study were examined. First, as making demand forecasting and grouping through historical data, optimizing seat allocation of each route is managed regarding the market situation, characteristics of demand and competitor analysis. Second, the LCC keeps performing determination of the optimal fare class seat allocations to maximize revenue per flight including critical flight management by real time inventory control and seat adjustment as monitoring price level, over booking and competitor’s promotion. Third, the LCC executes RM performance review and objective evaluations by main key performance indicators of RM. Finally, the LCC reflects improvements and implications from the results of RM performance review to carry out feedback for reinforcing capacity and advancement of RM. In conclusion RM is maximizing revenue by selling the right product to the right customer at the right time and price to get not only significant revenue and profit improvement as well as enhanced asset utilization as competitive advantage.