Price Policy in Air Transport

Cijena je jedini od elemenata marketing miksa koji ostvaruje prihod, dok su ostali elementi troškovi. Najveći problem u marketingu predstavlja određivanje visine cijene i cjenovna konkurentnost. Mnoge tvrtke nemaju dobar način kod problematike formiranja cijena. Najčešće, pogreške su sljedeće: kod određivanja cijena previše se orijentiraju na troškove, nemaju dovoljno često mijenjanje cijena u cilju kapitaliziranja promjena na tržištu; cijene se određuje neovisno u odnosu na ostale elemente marketinškog miksa, a ne u sklopu strategije tržišnog pozicioniranja; cijene nisu dovoljno različite ako se gledaju različiti proizvodi, tržišni segmenti i kupovne prilike. Politika određivanja cijena usluga u zračnom prometu ima za cilj da prodaje njihove usluge s takvom atraktivnom cijenom, dovoljnom za osiguranje potrebne količine potražne, uz mogućnost da se postigne planirani profit. Najvažniji cilj kod poslovanja zrakoplovne kompanije je profitabilnost. Ovisi od odnosa jediničnih troškova, prihoda i popunjenosti zrakoplova. U ekonomskoj teoriji zrakoplovstva tri su temeljne strategije formiranja cijena usluga zrakoplovnih kompanija. Strategije se temelje na troškovima, potražnji za uslugama u zračnom prometu i kvaliteti usluga.Price is the only element of the marketing mix that generates revenue, while the other elements are costs. The biggest problem in marketing is price determination and price competitiveness. Many companies do not have a good way of dealing with the issue of pricing. Most often, the mistakes are as follows: when determining prices, they are too oriented towards costs, they do not change prices often enough in order to capitalize on changes in the market; prices are determined independently in relation to other elements of the marketing mix, and not as part of the market positioning strategy; prices are not sufficiently different when looking at different products, market segments and buying opportunities. The pricing policy of air traffic services aims to sell their services with such an attractive price, sufficient to ensure the necessary amount of demand, with the possibility of achieving the planned profit. The most important goal of airline business is profitability. It depends on the relationship between unit costs, revenue and aircraft occupancy. In the economic theory of aviation, there are three fundamental strategies for the formation of airline service prices. Strategies are based on costs, demand for air transport services and quality of services