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2014, vol. 69, br. 6, str. 1023-1031
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Mreža linija avioprevoznika u uslovima konkurencije
Airline network structure in competitive market
Univerzitet u Beogradu, Saobraćajni fakultet
Projekat: Podrška održivom razvoju sistema vazdušnog saobraćaja Republike Srbije (MPNTR - 36033)
Sažetak
Mreža linija je ključni deo strategije avioprevoznika, a izabrana struktura mreže linija neće imati samo uticaja na troškove avioprevoznika, već može stvoriti i određene prednosti kad su prihodi u pitanju. Projektovanje mreže linija podrazumeva da avioprevoznik donosi odluke o tome koja će tržišta opsluživati i na koji način. Problemi koji se postavljaju pred avioprevoznika su: a) na koji način opsluživati izabrana tržišta, b) koji kvalitet usluge pružiti korisnicima, c) koji su efekti izabrane ponude na prihod i troškove avioprevoznika i d) kakav je uticaj konkurencije na izbor mreže linija avioprevoznika. U radu je urađena analiza postojećih poslovnih modela prevoznika i njihovih odgovarajućih struktura mreža linija. Istaknuta je povezanost između izbora strukture mreže linija sa poslovnom politikom avioprevoznika i na jednostavnom modelu pokazana veza između strukture mreže linija i kvaliteta usluge na deregulisanom tržištu.
Abstract
Airline's network is the key element of its business strategy and selected network structure will not have influence only on the airline's costs but could gain some advantage in revenues, too. Network designing implies that an airline has to make decisions about markets that it will serve and how to serve those markets. Network choice raises the following questions for an airline: a) what markets to serve, b) how to serve selected markets, c) what level of service to offer, d) what are the benefits/cost of the that decisions and e) what is the influence of the competition. We analyzed the existing airline business models and corresponding network structure. The paper highlights the relationship between the network structures and the airline business strategies. Using a simple model we examine the relationship between the network structure and service quality in deregulated market.
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