CAJ | 학술논문

民航乘客购票行为的影响因素包含10项产品要素和6项参考要素。针对公务型和休闲型两类乘客，根据卡诺问卷的调研数据，分别对影响两类乘客的16项要素进行了卡诺分类研究，各筛选出10项主要影响要素；对这10项要素的作用特征进行分析，并对公务型乘客与休闲型乘客作分类比较，获得了有益的管理启示，即航空公司在制定管理策略时，应该细分顾客，保证最基本的必备属性，提高并改进一维属性，积极创造魅力属性。
민항승객구표행위적영향인소포함10항산품요소화6항삼고요소。침대공무형화휴한형량류승객，근거잡낙문권적조연수거，분별대영향량류승객적16항요소진행료잡낙분류연구，각사선출10항주요영향요소；대저10항요소적작용특정진행분석，병대공무형승객여휴한형승객작분류비교，획득료유익적관리계시，즉항공공사재제정관리책략시，응해세분고객，보증최기본적필비속성，제고병개진일유속성，적겁창조매력속성。
In this paper, we put forward a preliminary framework of factors that influence the civil aviation pas-sengers′ behavior of buying tickets. It contains 10 product elements and 6 reference elements. According to KA-NO questionnaire survey data, we classify passengers into two classes: business passengers and casual passen-gers, then we study the KANO classification factors affecting 16 elements of the two classes respectively and se-lect 10 main influential factors for each. With an analysis to the characteristics of 10 elements and a classified comparison of the two classes, we obtain some beneficial enlightenment on revenue management strategy for the aviation enterprises.