The Pricing Strategy of Multi-client Segmentations by Revenue Management in a Competitive Shipping Industrial-by Illustrating the Asia-Europe Service of Yangming Line
|Keywords||Container shipping price Revenue Management Correlation Analysis The relationship between supply and demand Differential pricing|
With the deepening of the integration of the world economy, the global maritime network is gradually formed, the steady growth in the maritime industry, and become one of the fastest-growing part of container transportation safety, ease of operation, and other features. The development of information network technology and its application in the maritime industry to promote the development of more efficient logistics services, as well as to speed up the development of the container shipping industry. However, the dissolution of the economic crisis in 2008 and the European Liner (FEFC) in a prosperous container shipping market becomes difficult, due to the subprime crisis to the real economy to promote the international trade volume drastically reduced, and the cancellation or postponement of orders for new ships, the market The competition is heating up, huge tariffs fell. Imbalances of the large number of shipping companies indicates that the maritime industry has entered a new development cycle. Various shipping companies in the new competitive environment, how to use the advantages of specialized transport companies, targeting opportunities in the crisis, more effective operation of management tools to increase the utilization of space, in order to reduce costs and increase revenue, high efficiency to meet customer needs, enabling enterprises to maximize the benefits, which is critical to the future survival of the shipping company. In this paper, the analysis of the course of development of the container shipping industry at home and abroad, the main features of the transport of container shipping and the main features of the marine products based on the analysis of China's container shipping market players as well as market share, and the Asia-Europe container shipping market line analysis of the supply and demand situation; industry on the basis of the composition and the main influencing factors of container shipping prices, combined with the sensitivity of the degree of monopoly and tariff fluctuations, using multiple linear regression method to study the Far East to Europe (ASEM ) route traffic capacity and tariff relationship, and to establish the relationship between freight capacity and volume model. Its forecasts on the macro-market trends in the container shipping on the Asia-Europe routes; combination of China's container freight index further discussion of the fluctuations of the Asia-Europe routes and rates, get the capacity and volume adjustment at the end of the second quarter of 2010 is still can not be re-adjusted to a balanced state, the China Containerized Freight Index will continue to rise. Obtained by calculating the Herfindahl coefficient of the container shipping market, the Asia-Europe routes, China's container shipping market is a competitive market, and further discussion of the sensitivity of the container shipping market customers for shipping prices. Finally, Yang Ming Marine Transport Corporation SWOT analysis, and to learn from other shipping companies implement differential pricing strategy experience, five differential pricing strategy for Yang Ming Marine Transport Corporation, Yang Ming Marine Transport Corporation also proposed to introduce the basic idea of ??the revenue management to expect to change the current tight market owners in tariffs developed passive.