平臺(tái)經(jīng)濟(jì)分析框架下的機(jī)場(chǎng)定價(jià)策略及其影響因素——基于我國(guó)機(jī)場(chǎng)市場(chǎng)結(jié)構(gòu)的實(shí)證分析

摘要： 機(jī)場(chǎng)作為獨(dú)立核算、自負(fù)盈虧的經(jīng)濟(jì)實(shí)體,在機(jī)場(chǎng)業(yè)務(wù)需求不斷增長(zhǎng)的情況下,平臺(tái)思維已成為機(jī)場(chǎng)管理的關(guān)鍵。本文首先通過(guò)實(shí)證分析獲得了1987-2011年間我國(guó)機(jī)場(chǎng)市場(chǎng)結(jié)構(gòu)的情況:1987-1991年間基本上處于中高集中寡占的類型,市場(chǎng)的競(jìng)爭(zhēng)強(qiáng)度較弱;1992-2008年間處于中低集中寡占的類型,寡占程度較低;2009-2011年間處于低集中寡占的類型,寡占程度低,并存在向競(jìng)爭(zhēng)型接近的趨勢(shì)。然后分別在壟斷和競(jìng)爭(zhēng)兩種基本的市場(chǎng)類型下以平臺(tái)經(jīng)濟(jì)為分析框架對(duì)機(jī)場(chǎng)的定價(jià)策略進(jìn)行建模,推導(dǎo)出機(jī)場(chǎng)在上述兩種市場(chǎng)類型中的定價(jià)策略。研究成果可為管理者在針對(duì)其所處的市場(chǎng)結(jié)構(gòu)情況制定價(jià)格策略時(shí)提供借鑒。
Platform thinking is the key of airport management in the growing of airport service as airports become an independent accounting and self-sustaining economic entities now.Firstly,through the empirical analysis,this paper obtained the airport market structure in China during 1987-2011,and the results are obtained as follows: during 1987-1991,the market was basically in concentrated oligopoly type and the competition intensity of the market was weak;during 1992-2008,the market was in middle and lower concentration of oligopoly type and the competition intensity of the market was a bit lower;during 2009-2011,the market was in low concentration of oligopoly type,and the competition intensity of the market was much lower and there existed a trend of close competition.Then,using the framework of platform economics,this paper built pricing strategy model under the two basic market patterns of monopoly and competition and deduced the pricing strategy under the above two market patterns.The results can be references for managers while they make pricing strategy in certain market structure.