Industry insiders and analysts see dynamic offering—a highly responsive and customer-centric approach to offer design mirroring the practices of online retailers—as a viable instrument in airlines’ quest to regain profitability and maintain relevance in the digitalizing environment. While promising, adopting dynamic offering would also require a major overhaul of airlines’ technologies-in-use, as well as their organizational structures and processes in order to overcome the rigidities and limitations from today’s pre-defined fare-based offer creation. This paper synthesizes relevant concepts of offer management, outlines airlines’ key challenges to offer management adoption and suggests guidelines for airlines’ transition from pure flight providers to ‘airline retailers’ along six imperatives.

业内人士和分析师认为，动态产品——一种高度响应且以客户为中心的产品设计方法，反映了在线零售商的做法——是航空公司寻求在数字化环境中重新获得盈利能力和保持相关性的可行工具。虽然很有前景，但采用动态报价还需要对航空公司的使用技术及其组织结构和流程进行重大改革，以克服当今基于预定义票价的报价创建的僵化和局限性。本文综合了报价管理的相关概念，概述了航空公司在采用报价管理方面面临的主要挑战，并针对航空公司从纯航班供应商过渡到“航空公司零售商”的六项要务提出了指导方针。