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新西兰硕士管理学课程论文：重新定位航空公司机票价格
Repositioning To Value Carrier Airlines 由于ATF的价格上涨以及日益严重的现金损失,激烈的竞争价格弹性需求的增长疲软导致印度国内LCC市场需求市场的萎缩
Owing to the rising ATF prices and increasing losses and massive cash crunches, intense competition and weak growth in price-sensitive demand India's domestic LCC market appears to be shrinking.
Three main players have employed the "value carrier" model which give higher benefits such as priority check ins, inflight F&Bs, Better leg space, Comfort seating,Priority check ins,Rescheduling of travel plans at no extra cost etc. the priced is placed between low cost airlines and the high value ones.
The players that adopted this strategy are（采取这种策略的选手是）:
'Kingfisher Red'(with former LCC Deccan's recent absorption and rebranding by parent Kingfisher, it targets higher yielding passengers).
JetLite (the former Air Sahara) has also been re-branded as a value carrier.
GoAir with its newly launched GoComfort carrier
Pure domestic LCC models left remaining are SpiceJet and IndiGo
2. FLEET OF AIRCRAFTS UTILIZED（舰队的飞机使用）
AIRLINE（航空公司）
TYPES OF AIRCRAFTS（飞机类型）
JetLite（喷气式精简版）
Boeing 737 series and Canadian Regional Jets 200 Series（波音737系列和加拿大支线飞机200系列）.
GoAir（进入空气）
Airbus A320s (leased and purchased)
SpiceJet
Boeing 737-800
Boeing 737-900
Indigo
Airbus A320
AirDeccan/Kingfisher Red
48 and 72 seater ATRs on the regional routes and the 180-seater A320 on the trunk routes.
It is evident from the above table that the airlines flowing the point to point model tend to employ 1 or maximum two types of aircrafts in its fleet in order to save costs, but those following a hub and spoke utilize more in order to use smaller aircrafts for the short haul distances and the large ones for long haul distances.
3. MODELS ADOPTED（模型采用）
AIRLINE（航线）
MODEL ADOPTED（模型采用）
JetLite
Point to point between metros, hub-n-spoke for non-metros to metros and vice-versa or between non-metros
GoAir
Hub/Point-to-point model
SpiceJet
Point-to-point, and regional hub-n-spoke
Indigo
Point-to-point model
AirDeccan/Kingfisher Red
Hub-n-spoke model
The airlines connecting only between metros and tier-2 cities follow the point-to-point model in order to increase frequency and concentrate on specific hubs in order to optimize costs, and the ones connecting metros to non-metros follow the hub-n-spoke model in order to connect all non-metros through one major hub. But there are still others following a mixture of the two , i.e. they follow the point-to-point model for metros and the hub-n-spoke in regional areas. This helps the airlines operate between multiple locations and follow different strategies for different types of places in order to save costs.
PRESENT SCENARIO（当前情况）
Low cost v/s low fare
In India, the airlines that offer low fares are in reality not low cost operations. They are Low cost carriers (LCCs) in name only. Among the LCCs in India, Spice Jet has the lowest unit cost at 6.2 cents per ASK, which is comparable with Southwest, Easy Jet, and Jet Blue. But this is more than twice that of the best performer, Air Asia with unit cost of slightly over 3 cents per ASK. There were operating losses for Air Deccan in 2007-08. |
