본문 바로가기
KERD
논문KCI 등재

The Role of Market Segmentation and Fences under the Revenue Management Settings

김상원
한국항공경영학회 (Aviation Management Society Of Korea)|2009.06|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제7권 제2호|pp. 99-112

0

조회

0

다운로드

4

인용

0

참고문헌

주제분류경영학

초록

Market segmentation is one of the key strategic elements in revenue management (RM). Market segments should be kept separate to prevent demand leakage and the associated revenue loss. Tools to restrict customer migration (demand leakage) across segments are referred to as fences. However, most fences are not perfect and allow some degree of demand leakage. This paper represents the characteristics of market segmentation and fences under general revenue management settings. We present a general picture of market segmentation and fences in the world of revenue management. We develop mathematical models for the perfect fence and the imperfect fence. We propose cost functions with respect to implementing fences, and establish the connection between the costs and revenue gain created from market segmentation. We also discuss segmentation process, maintaining of segmentation and the implementation issues of fencing.

Abstract

Market segmentation is one of the key strategic elements in revenue management (RM). Market segments should be kept separate to prevent demand leakage and the associated revenue loss. Tools to restrict customer migration (demand leakage) across segments are referred to as fences. However, most fences are not perfect and allow some degree of demand leakage. This paper represents the characteristics of market segmentation and fences under general revenue management settings. We present a general picture of market segmentation and fences in the world of revenue management. We develop mathematical models for the perfect fence and the imperfect fence. We propose cost functions with respect to implementing fences, and establish the connection between the costs and revenue gain created from market segmentation. We also discuss segmentation process, maintaining of segmentation and the implementation issues of fencing.

참고문헌 (40)

  1. Aaker, D, "Measuring brand equity across products and markets", California Management Review, 38, pp.102~120 (1996)
  2. Anderson, J, "Business Market Management,Upper-Saddle River" (1999), NJ Prentice-Hall
  3. Anderson, C, "Room pricing, rate fences and group profitability", ~ (2008)
  4. Blattberg, R, "Price-Induced Patterns of Competition", Marketing Science, 23 (1989)
  5. Botimer,T, "Airline and Fare Product Differentiation", 박사, pp.1994
  6. Burgess, C, "Revenue management-the contribution of the finance function to profitability", International Journal of Contemporary Hospitality Management, 13, pp.144~150 (2001)
  7. Capon, N, "Market Management in the 21th Century" (2001), Prentice-Hall Inc
  8. Choi, S, "Hotel Revenue Management and Its Impact on Customers’Perceptions of Fairness", Journal of Revenue and Pricing Management, 2, pp.303~314 (2004)
  9. Cross, R, "Revenue Management: Hard-Core Tactics for Market Domination" (1997), Broadway Book,New York
  10. De Boer,S.V, "Advanced in Airline Revenue Management and Pricing", 박사, pp.2003
  11. Desiraju, R, "Strategic Service Pricing and Yield Management", Journal of Marketing, 63, pp.44~56 (1999)
  12. Geyskens, I, "The Market Valuation of Internet Channel Additions", Journal of Marketing, 66, pp.102~129 (2002)
  13. Hanks R, "Discounting in the Hotel Industry", Cornell Hotel and Restaurant Administration Quarterly, 43, pp.94~103 (2002)
  14. Karmarkar, S, "Integrative Research in Marketing and Operations Management", Journal of Marketing Research, 33, pp.125~133 (1996)
  15. 김상원, "가격차에 의해 발생하는 수요대체효과를 고려한 정태적 최적가격결정 모형 수립", 한국경영과학회지, 33(1), pp.1~17 (2008), 한국경영과학회
  16. 김상원, "베이지안 기법을 이용한 비행기 좌석 수요예측에 관한 연구", 한국항공경영학회지, 6(1), pp.141~160 (2008), 한국항공경영학회
  17. 김상원, "Two-Period Airline Seat Allocation Problems`", 한국항공경영학회지, 5(2), pp.105~115 (2007), 한국항공경영학회
  18. Kimes, S, "When Does Revenue Management Become Acceptable?", Journal of Service Research, 3, pp.20~34 (2003)
  19. Kotler, P, "Principles of Marketing" (2005), Prentice Hal
  20. 이휘영, "항공사 e-비즈니스를 위한 컴퓨터 예약시스템과 수익경영 시스템의 역할과 연계방안 : K항공사 사례를 중심으로", 경영과학, 21(3), pp.71~84 (2004), 한국경영과학회
  21. 이휘영, "노선그룹별 효율적 기재운영에 따른 수익제고 방안에 관한 연구", 한국항공경영학회지, 6(3), pp.43~55 (2008), 한국항공경영학회
  22. Lee, H, "nalysis of the consequence from demand shift according to seat allotment at fare levels in revenue management environment", Journal of the Aviation Management Society of Korea, 3, pp.33~48 (2005)
  23. McDonald, M, "Market Segmentation:How to Do It, How to Profit from It" (1998), Macmillan Press Ltd.
  24. Li, Z. F. M, "Pricing non-storable perishable goods by using a purchase restriction: general optimality results", European Journal of Operational Research, 161, pp.838~853 (2005)
  25. McDonald, M, "Market Segmentation:How to Do It, How to Profit from It" (1998), Macmillan Press
  26. McDonald, M, "The new marketing:Transforming the corporate future" (2002), Oxford, UK: Butterworth Heinemann
  27. McGill, J, "Revenue management:Research overview and prospects", Transportation Science, 33, pp.233~256 (1999)
  28. Moorthy, S, "Market Segmentation, Self-Selection,and Product Line Design", Marketing Science, 3, pp.288~307 (1984)
  29. Moorthy, S, "Market Segmentation, Cannibalization, and the Timing of Product Introductions", Management Science, 38, pp.345~359 (1992)
  30. Ng, Irene, "The pricing and revenue management of services: a strategic approach" (2007), Routledge
  31. Sollner, A, "Market segmentation and the structure of competition: Applicability of the strategic group concept for an improved market segmentation on industrial markets", Journal of Business Research, 51, pp.25~36 (2001)
  32. 송윤숙, "항공사 패키지 여행 단체수요의 좌석할당 문제", 경영과학, 25(1), pp.93~106 (2008), 한국경영과학회
  33. Talluri, K, "Revenue Management under a General Discrete Choice Model of Consumer Behavior", Management Science, 50, pp.15~33 (2004)
  34. Teichart, T, "Customer Segmentation revisited: The case of the airline industry", Transportation Research Part A, 42, pp.227~242 (2008)
  35. Weatherford, L, "A Taxonomy and Research Overview of Perishable-Asset Revenue Management: Yield Management, Overbooking and Pricing", Operations Research, 40, pp.831~844 (1992)
  36. Wedel, M, "Market Segmentation:Conceptual and Methodological Foundations" (1998), Kluwer Academic Publishers
  37. Wind, Y, "Issues and Advances in Segmentation Research", Journal of Marketing Research, 15, pp.317~ (1978)
  38. 윤문길, "선형완화기법을 이용한 복수 비행구간의 좌석할당에 관한 연구", 생산성논집, 21(4), pp.221~240 (2007), 한국생산성학회
  39. Yoon, M, "Revenue management model for airlines with demand dependency", Journal of the Aviation Management Society of Korea, 1, pp.27~38 (2003)
  40. Yoon, M, "Air Transport & Service Management" (2007), Hankyung Publishing Company

관련 논문AI추천

Multi-period, Multi-fare Airline Seat Inventory Allocation Models in the Presence of Customer Buying Behavior김상원한국항공경영학회 · 한국항공경영학회지2010 · 제8권 제1호용량한계와 수요대체를 고려하는 항공편의 최적 좌석용량 할당 및 가격 결정김상원한국항공경영학회 · 한국항공경영학회지2011 · 제9권 제3호Optimal Dual Pricing and Passenger Safety Level for Cruise Revenue Management조성철, Mengfei Zhang한국항해항만학회 · 한국항해항만학회지2017 · 제41권 제2호항공사의 효율적인 RM운영을 위한 시스템 환경개선 연구 －국내 Network Carrier K-항공사를 중심으로－윤문길, 이휘영한국항공경영학회 · 한국항공경영학회지2011 · 제9권 제2호A Comparison of Admission Controls of Reservation Requests with Callable Products이행주한국디지털정책학회 · 디지털융복합연구2019 · 제17권 제9호Most-Favored-Customer Pricing versus Price Discrimination이춘세한국전문경영인학회 · 전문경영인연구2010 · 제13권 제2호

이 간행물의 다른 논문 (9건)

농촌관광지 선택속성이 만족도와 재방문 및 추천의도에 미치는 영향한상겸pp. 3-15호텔종사원의 조직분위기가 임파워먼트, 직무만족, 조직몰입에 미치는 영향에 관한 연구 －경주/울산지역 특급호텔 종사원을 대상으로－오재경, 고호석pp. 17-32선호하는 여가활동과 여가공간의 이동거리시간 관계분석 - 대학생을 중심으로 -김재석, 김지현pp. 33-47A study on factors influencing the performance of airport security and responsibility assignment for security tasks at international airports유광의pp. 49-64지역축제 방문객 참여 동기와 만족에 관한 연구 －금산 인삼축제를 방문한 지역주민과 관광객을 대상으로－조태영, 이민순pp. 65-79
원문 보기