Perishable asset revenue management: Integrated Internet Marketing strategies for the airlines

摘要: This paper looks at ways to apply Perishable Asset Revenue Management (PARM) airline operations, in particular, yield management and overbooking strategies, which airlines use reduce losses due empty seats, whose value "vanishes" as soon the plane departs. Given all constraints they operate under, challenge is not just simply sell but them right price customer time. The authors then propose Integrated Internet Marketing (IIM) concept achieve PARM objectives. Advantages using this are outlined affect pricing, inventory, promotion, distribution, relationship marketing, internal communications data mining. research also demonstrates of Internet-based shopping for airfares, especially valuable extremely close departure information important because a significant portion their reduced revenues derived from business travelers increasing secure lower ticket prices. Another element enhanced security taxes now account 25% typical low-cost ticket. IIM presents an opportunity capture savings practice operational costs.