RAYLI TAŞIMACILIKTA ALTERNATİF HİZMET POLİTİKALARININ GELİR YÖNETİMİ VE KAPASİTEYE ETKİSİ
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2022-11
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info:eu-repo/semantics/openAccess
Özet
Gelir Yönetimi, özellikle havayolu olmak üzere konaklama, kiralama, eğlence ve spor organizasyonu, taşımacılık gibi alanlarda kullanılmış ve geliri artırmada başarısı kabul edilmiş bir sistemdir. En önemli kullanım alanı ve çıkış noktası havayolu yolcu taşımacılığıdır. Yüksek hızlı trenlerin yaygınlaşması ile demiryolu taşımacılığının, özellikle bilet satış ve kapasite tahsisi konularında, havayolu ile benzeştiği görülmektedir. Buradan yola çıkarak, gelir yönetiminin koltuk tahsisi ve fiyatlandırma politikalarından bazılarının Türk demiryolu yolcu taşımacılığında uygulanabilirliği incelenmiştir. Bu amaçla, koltuk tahsisi için sepetli bilet rezervasyon sistemi (TBS), genetik algoritma kullanılarak yüksek hızlı tren (YHT) için uyarlanmış, YHT verileriyle simülasyon yardımıyla test edilmiştir. Bu aşamada demiryolu alanında ilk defa kullanılan müşteri davranışı olan, müşteri yönlendirme matrisi, dahil edilerek kapasite tahsisine etkisi incelenmiştir. Sonuçlar önerilen modelin yıllık %5,8 civarında bir gelir artışı ile başarılı sonuçlar verdiğini göstermektedir. Fiyatlandırma için ise iki yöntem belirlenmiştir. İlkinde, yoğun zaman (tepe) fiyatlandırma yöntemi Ramsey fiyatlandırma modeli kullanılarak uygulanmış; diğerinde periyotlarla fiyatlandırma yöntemi YHT hatları için uygulanmıştır. Doğrusal olmayan problemlere Karush-Kuhn-Tucker (KKT) metoduyla optimum çözümler aranmıştır. Yapılan analizler sonucunda, yoğun zaman fiyatlandırma ile sosyal refah yüksek bir seviyede tutularak, %4,7 oranında karın artırılabileceği görülmüştür. Periyotlara göre farklı fiyatlandırmanın ise elde edilebilecek geliri sefer başına %3,47 oranında yükseltebileceği gözlemlenmiştir. Türk demiryolu yolcu taşımacılığında, YHT için şimdiye kadar uygulanmamış olan, Gelir Yönetimi ilkelerinin, uygulandığında başarılı sonuçlar vereceği sonucuna varılmıştır.
Revenue management is a system that has been used in areas such as accommodation, car rental, entertainment and sports organization, transportation, especially airlines, and its success in increasing revenue has been accepted. Air passenger transportation is the most critical usage area and starting point of revenue management. With the widespread use of high-speed trains (HST), rail transport appears to be similar to airlines, especially in terms of ticket sales and capacity allocation. For this reason, the applicability of seat allocation and some of the pricing policies of revenue management in the Turkish railway were examined in this study. For this purpose, the ticket booking system with buckets (TBS) was adapted for Turkish HST using a genetic algorithm to allocate the seats and tested with the help of simulation using Turkish HST data. At this stage, customer diversion, which is a customer behavior used for the first time in the railway industry, was included and its effect on capacity allocation was examined. The results showed that the proposed model could increase annual revenue by 5.3 million TL (around 5.8%). Two methods were decided for pricing. In the first, the peak time pricing method was applied using the Ramsey pricing model; in the second, the pricing with periods was proposed and tested for Turkish HST lines. Optimum solutions for nonlinear problems were searched with the Karush-Kuhn-Tucker (KKT) method. As a result of the analysis, it was observed that profit could be increased by 4.7% by keeping social welfare at a high level with peak-time pricing. It was also examined that different pricing according to the periods can increase the income by 3.47% per trip. It is concluded that the revenue management principles, which have not been applied to Turkish HST until now, can yield successful results in Turkish rail passenger transportation when applied."
Revenue management is a system that has been used in areas such as accommodation, car rental, entertainment and sports organization, transportation, especially airlines, and its success in increasing revenue has been accepted. Air passenger transportation is the most critical usage area and starting point of revenue management. With the widespread use of high-speed trains (HST), rail transport appears to be similar to airlines, especially in terms of ticket sales and capacity allocation. For this reason, the applicability of seat allocation and some of the pricing policies of revenue management in the Turkish railway were examined in this study. For this purpose, the ticket booking system with buckets (TBS) was adapted for Turkish HST using a genetic algorithm to allocate the seats and tested with the help of simulation using Turkish HST data. At this stage, customer diversion, which is a customer behavior used for the first time in the railway industry, was included and its effect on capacity allocation was examined. The results showed that the proposed model could increase annual revenue by 5.3 million TL (around 5.8%). Two methods were decided for pricing. In the first, the peak time pricing method was applied using the Ramsey pricing model; in the second, the pricing with periods was proposed and tested for Turkish HST lines. Optimum solutions for nonlinear problems were searched with the Karush-Kuhn-Tucker (KKT) method. As a result of the analysis, it was observed that profit could be increased by 4.7% by keeping social welfare at a high level with peak-time pricing. It was also examined that different pricing according to the periods can increase the income by 3.47% per trip. It is concluded that the revenue management principles, which have not been applied to Turkish HST until now, can yield successful results in Turkish rail passenger transportation when applied."
Açıklama
Anahtar Kelimeler
Gelir yönetimi, Kapasite tahsisi, Genetik algoritma, Rezervasyon kontrol sistemi, Simülasyon, Fiyatlandırma, Müşteri yönlendirme., Revenue management, Capacity allocation, Genetic algorithm, Booking control system, Simulation, Pricing, Customer diversion.
