MARKETING PRICING IN THE AVIATION SERVICES MARKET
Abstract
The purpose of this article is to clarify approaches to the process of marketing pricing in the aviation services market. The emphasis is placed on the fact that price is one of the most important marketing tools that influence the economic efficiency of aviation enterprises and their competitiveness in the market. It has been established that the marketing orientation of enterprises that operate in the aviation services market has formed a new approach to the pricing process, which makes it possible to ensure the strengthening of competitive positions in the light market air transportation, the term “marketing pricing on the aviation services market” is formulated and the specifics of this process are analyzed. It is determined that an important element of the pricing system is the cost calculation of air passenger transportation and tariffs, which act as one of the control factors of the marketing pricing policy. The basic marketing principles of pricing in the aviation services market are identified. It is stated that the process of pricing and the formation of an effective marketing pricing policy by airline companies is entirely dependent on the situation in this market. The situation on the air transportation market has been monitored with regard to the current pressures and threats. It is clear that the entry into the current market of companies that operate on a low-cost model has given birth to new trends in the formation of prices for airline tickets, which have stuck in the competitive middle. It has been established that in the air transport market there are several types of companies that compete with each other, with different approaches to pricing and related marketing tools. Pricing policies: traditional, low-cost airlines and enterprises that follow the combined model, following a similar approach. It is noted that the process of marketing pricing and the formation of tariffs for air transportation is influenced by a number of officials who formulate pricing approaches. The totality of such factors has been analyzed. A structural and logical scheme has been formed for the process of pricing on the air transportation market based on the following principles of marketing, which allows for advanced adaptation to the current factors of the middle market, the formation of a competitive pricing policy.
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