طراحی مدل یکپارچه بهینه‌سازی شبکه‌های هاب هوایی با تلفیق معیارهای فنی و بازاریابی: مطالعه موردی صنعت حمل‌ونقل هوایی ایران

طهماسبی, علیرضا; دشتلعلی, زهرا; دلوی اصفهان, محمدرضا

doi:10.22034/sep.2025.2064738.1344

طراحی مدل یکپارچه بهینه‌سازی شبکه‌های هاب هوایی با تلفیق معیارهای فنی و بازاریابی: مطالعه موردی صنعت حمل‌ونقل هوایی ایران

مقالات آماده انتشار

نوع مقاله : پژوهشی

نویسندگان

علیرضا طهماسبی ¹

زهرا دشتلعلی ²

محمدرضا دلوی اصفهان ³

¹ دانشجوی دکتری، گروه مدیریت، واحد دهاقان، دانشگاه آزاد اسلامی اصفهان، ایران

² نویسنده مسئول: استادیار، گروه مدیریت، واحد دهاقان، دانشگاه آزاد اسلامی اصفهان، ایران

³ دانشیار، گروه مدیریت، واحد دهاقان، دانشگاه آزاد اسلامی اصفهان، ایران

10.22034/sep.2025.2064738.1344

چکیده

این پژوهش به طراحی یک مدل یکپارچه کمی برای بهینه‌سازی مکان‌یابی هاب‌های فرعی در صنعت حمل‌ونقل هوایی ایران با تلفیق معیارهای فنی و بازاریابی می‌پردازد. با توجه به چالش‌های موجود ازجمله پراکندگی تقاضا، محدودیت‌های ناوگان و تحریم‌ها، این مطالعه از روش‌شناسی ترکیبی شامل تحلیل مکانی، مدل‌سازی ریاضی (مسئله میانه پویا) و الگوریتم‌های فراابتکاری (ژنتیک و جستجوی تابو) استفاده نموده است. داده‌های تحقیق شامل آمار واقعی پروازهای داخلی ایران در سال ۱۴۰۰، ماتریس فاصله هوایی بین 20 فرودگاه منتخب و شاخص‌های بازاریابی (رضایت مشتری، تبلیغات، نرخ اشغال صندلی) بوده که از سالنامه آماری شرکت فرودگاه‌ها و شرکت‌های هواپیمایی جمع‌آوری‌شده‌اند. یافته‌ها نشان می‌دهد که انتخاب ۴ هاب فرعی (تهران، بندرعباس، تبریز، ساری) با در نظر گرفتن معیارهای فنی (فاصله هوایی، ارتفاع فرودگاه، ظرفیت ناوگان) و بازاریابی (کشش تقاضا، هزینه تبلیغات) می‌تواند پوشش ۸۷% از تقاضا را با ۲۵% کاهش هزینه‌های عملیاتی محقق سازد. همچنین، تلفیق استراتژی‌های قیمت‌گذاری پویا با طراحی شبکه هاب-اسپوک منجر به افزایش ۱۸% نرخ اشغال صندلی شده است. نتایج این پژوهش چارچوبی نوین برای تصمیم‌گیری در صنعت هوایی کشورهای درحال‌توسعه با شرایط مشابه ارائه می‌دهد.

تازه های تحقیق

مدلی کمی برای هاب‌های فرعی با تلفیق معیارهای فنی و بازاریابی طراحی می‌کند.
نتایج این پژوهش در کشورهای درحال‌توسعه با شرایط مشابه مؤثر است.
انتخاب چهار هاب فرعی می‌تواند پوشش ۸۷% از تقاضا را با ۲۵% کاهش هزینه‌های عملیاتی محقق سازد.

کلیدواژه‌ها

بهینه‌سازی شبکه هاب

مدیریت درآمد هوایی

بازاریابی حمل‌ونقل هوایی

مسئله میانه پویا

الگوریتم ژنتیک

موضوعات

مدیریت

عنوان مقاله English

Designing an Integrated Model for Optimizing Air Hub Networks by Combining Technical and Marketing Criteria: A Case Study of the Iran’s Air Transport Industry

نویسندگان English

Alireza Tahmasebi ¹

Zahra Dashtlaali ²

Mohammad Reza Dalvi Esfahan ³

¹ Ph.D. Student, Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran

² Corresponding author: Assistant Professor, Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran

³ Associate Professor, Department of Management, Deh.C, Islamic Azad University, Isfahan, Iran

چکیده English

This study presents an integrated quantitative model for optimizing sub-hub location selection in Iran's air transport industry by combining technical and marketing criteria. Given existing challenges such as demand dispersion, fleet limitations, and sanctions, the research employs a hybrid methodology incorporating spatial analysis, mathematical modeling (the dynamic p-median problem), and metaheuristic algorithms (genetic and tabu search). The data includes actual statistics from Iran's domestic flights in 2021, an aerial distance matrix among 20 selected airports, and marketing indicators (customer satisfaction, advertising, seat occupancy rate) collected from airport and airline statistical yearbooks. Findings indicate that selecting four sub-hubs (Tehran, Bandar Abbas, Tabriz, Sari) while considering technical criteria (aerial distance, airport elevation, fleet capacity) and marketing factors (demand elasticity, advertising costs) can achieve 87% demand coverage with a 25% reduction in operational costs. Additionally, integrating dynamic pricing strategies with hub-and-spoke network design led to an 18% increase in seat occupancy rates. The results provide a novel decision-making framework for the aviation industry in developing countries facing similar conditions.

کلیدواژه‌ها English

Hub network optimization

Airline revenue management

Airline marketing

Dynamic p-median problem

Genetic algorithm

Copyright © Alireza Tahmasebi, Zahra Dashtlaali, Mohammad Reza Dalvi Esfahan

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

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