Hedef bazlı dinamik fiyatlandırma ve gelir yönetimi stratejilerinin havayolu gelirleri üzerindeki etkisi üzerine bir analiz

In this study, we aimed to investigate how to increase airline efficiency on revenue by using strategies developed as a result of analytical evaluations via implementing target-based dynamic pricing methods and tactics for airline perishable products in line with changing market conditions and needs. The main purpose of this study was to investigate airline revenue management functions and the impact of goal-based dynamic pricing on Turkish Airlines 'flight revenue efficiency by implementing revenue management strategies and tactics as a result of depth data analysis. While checking critical instruments of RM and taking essential commercial actions in time for focused market, observing positive effects of changes on revenue by applying advantages of dynamic pricing method. Considering the airline products, on the passenger side defined as tariff, the seat offered for the requested hour and relevant destinations, the total capacity supplied, the volume of demand, the number of days remaining to departure date on related segment, the frequency of flight for related destinations, the characteristics of the relevant routes, changing dynamics of focused market, seasonal revenue management strategies and pricing tools are used to increase efficiency of airline revenue and profitability depending on market potential, the quality of the products and products range in order to satisfying market needs, correct timing for applying the commercial strategies and tactics, economic conditions of market, passengers travel habits and purchasing behavior and competitive conditions in targeted market. The data for the study were obtained primarily from the measurements related to dynamic pricing to be provided from the revenue management practices implemented by Turkish Airlines' regional subsidiary airlines between November and December 2019 and January and February 2020, for some selected group of routes. The number of sales and revenue of previous year for selected segment group are implemented by the system for reference year. Capacity distributions made according to previous year booking figures after depth data analysis, among reservation classes defined into dynamic pricing scales. Before sales open for reference year flights, the seat allocation arranged by RMS. These expected average figures for selected group flight segments compared to final figures after implementing the reference year RM tactics and dynamic pricing strategies applied according to changing market dynamics while reading the RM critical instruments properly and implementing necessary RM actions in time in order to have efficient commercial results via putting into practice dynamic pricing advantage. The average one-way sales and income distribution values for the determined segment groups were taken from the results of the previous year and are automatically implemented by the system for the reference year. Capacity allocation is distributed among the reservation classes defined in the dynamic pricing scale for both different flights groups as a result of past year and various analyzes. The capacity distribution is adjusted by RMS for each flight leg before flights are released for reference year. The results showed that the distribution of the selected groups between the reservation classes per average direction and the total occupancy and income to be obtained according to this distribution. They were compared with the values of the selected segment groups in the same period of time for the reference year. Dynamic pricing advantages and timely implementation of the RM tactics determined by analyzing critical RM instruments effectively contribute to achieving the actual values. In the analysis, the effect of dynamic pricing on revenue efficiency was tried to measure by comparing the average values of selected flights segments to be obtained from the capacity distribution included both selected flight group before open to sale, and after applied RM strategies by using dynamic pricing advantages. As a result of all analysis, target based dynamic pricing provides to airlines having more efficient results from same amount of resource due to offering the airline companies ability to sell higher price without breaking current price structure and market dynamics. Keywords: Airline Industry, Yield Management, Revenue Management, Pricing Strategies, Dynamic Pricing, Airline Revenue Efficiency