Ценностное предложение российских авиакомпаний: драйверы и направления трансформации

  • Николай Борисович Филинов Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия
  • Максим Александрович Фокеев Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия https://orcid.org/0000-0003-0792-839X

Аннотация

Отрасль пассажирских авиаперевозок является одной из наиболее пострадавших в результате антикоронавирусных ограничений, и ее посткризисное восстановление будет происходить в условиях изменений потребительского поведения и, следовательно, конфигурации ценностного предложения. Подобные трансформации ценностного предложения уже наблюдались в прошлом. Поэтому анализ текущей ситуации невозможен без рассмотрения эволюции ценностного предложения авиакомпаний в течение последних 30–40 лет. В работе на основании систематического обзора литературы определены направления развития ценностного предложения авиакомпаний. Эмпирическое исследование рынка внутрироссийских пассажирских авиаперевозок состояло из двух этапов. На первом этапе методом кейс-исследования определены направления посткризисного развития ценностного предложения перевозчиков. На втором этапе проведен опрос 808 пассажиров, который показал восприятие подобных изменений и их значимость при выборе авиакомпании. Эмпирические результаты демонстрируют переход авиакомпаний к расширению перечня доступных пассажиру услуг, что позволяет привлекать новые группы пассажиров и повышать их лояльность. С точки зрения пассажира, подобное расширение дифференцирует перевозчиков и одновременно усложняет потребительский выбор.

Ключевые слова:

Ценностное предложение авиакомпаний, факторы потребительского выбора авиакомпаний, российский рынок авиаперевозок, стратегии кастомизации ценностного предложения

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Литература

ЛИТЕРАТУРА НА РУССКОМ ЯЗЫКЕ

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Хрысева А., Чекалова А. 2017. Приоритетные направления совершенствования услуг авиакомпаний на рынке пассажирских авиаперевозок. Известия Волгоградского государственного технического университета 7: 54–57.

Худяков Ю., Николайкин Н. 2009. Виды рисков и особенности их проявления в авиатранспортной услуге, предоставляемой авиакомпанией. Научный вестник Московского государственного технического университета гражданской авиации 149 (1): 13–17.


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Опубликован
2021-03-10
Как цитировать
Филинов, Н. Б., & Фокеев, М. А. (2021). Ценностное предложение российских авиакомпаний: драйверы и направления трансформации. Российский журнал менеджмента, 18(4), 525–550. https://doi.org/10.21638/spbu18.2020.403
Раздел
Теоретические и эмпирические исследования