目录摘要及关键词.…1.1研究背景...1.2.1理论意义12品牌运价相关理论概述..1222.2.1实现产品权益与价格相互匹配....2.2.2可针对旅客消费偏好实现差异化营销..32.2.3航空公司实现收益管理的重要工具342.3.1“赢取旅客剩余”品牌运价模式..42.3.2价格跟随策略的品牌运价模式..43航空公司品牌运价体系构建分析..53.1.1时间(Period)53.1.2地点(Position)673.1.4价格(Price)3.1.5产品(Production)....3.2夏威夷航空品牌运价体系构建883.2.2改造旅客服务流程。3.2.3推出多重价格产品...4构建品牌运价体系提升航空公司收益的策略和方法·114.1采用差异化定价，满足不同旅客的个性化需求.....114.2开放贵宾区，提高旅客出行舒适度......111212打造品牌运价体系提升航空公司收益战略研究摘要：2008年加拿大航空首次引入品牌运价模式后，截止到2018年12月，全球已超过94家航空公司引入品牌运价模式，与传统基于价格差异形成的“一揽子全包”运价模式不同的是品牌运价更关注旅客的消费偏好，并通过将机票附加值逐层剥离的方式取得旅客青睐度。在这种模式下，机票及其附加服务实现了产品化包装，服务差异性更为明显。本文以航空公司品牌运价体系为研究对象，通过分析品牌运价的相关理论、作用、常见枸建模式，对航空公司品牌运价构建因素及其枸建体系进行了详细分析，从差异化定价、“贵宾区”服务理念、机上产品销售、实施产业化产品组合营销等角度提出我国航空公司品牌运价体系的收益管理建议。关键词：航空公司：品牌运价：差异化：收益管理Research on the Strategy of Building Brand Tariff System to Improvethe Revenue of AirlinesAbstract:Since Air Canada first introduced its brand pricing model in 2008,more than 94 airlines around theworld have introduced their brand pricing model by December 2018,different from the traditional "all-in-one"mode based on price difference,the brand-name tariff pays more attention to the consumer preference ofpassengers,and obtains the favor of passengers by separating the added value of the ticket layer by layer.Inthis mode,the air ticket and its additional services to achieve a product-oriented packaging,service differencesare more obvious.This article takes the airline brand rate system as the research object,through the analysisbrand rate correlation theory,the function,the common construction pattem,has carried on the detailedanalysis to the airline brand rate construction factor and its construction system,this paper puts forward somesuggestions on revenue management of China Airlines brand tariff system from the perspectives of differentialpricing,"VIP area"service concept,on-board product sales,and implementation of industrial productcombination marketing.Keywords:Airlines;Brand Rate;Differentiation;Revenue Management