MANAGEMENT OPTIMISATION OF AIRLINES COMMERCIAL ACTIVITIES // OPTIMIZACIJA UPRAVLJANJA KOMERCIJALNIM AKTIVNOSTIMA AVIOKOMPANIJE

Abstract

Sustained implementation of the optimization processes of the airlines commercial activities is indispensable for timely and appropriate business decisions. Development of the commercial air transport make necessary the standardization of the documents, regulatory issues and procedures followed by different modes of commercial agreements. It is especially present when itinerary of the journey includes at least two different air carriers. The modes of commercial cooperation are very different from the simple one to the very sophisticated and complex activities asking for harmonization of many elements and functional areas. It includes special prorate agreements which harmonize the revenue share between the air companies after the negotiations. Next level of the cooperation are code sharing agreements more and more present in business practice. Same conclusion is valid for joint venture agreements. The highest level of the cooperation are airline alliances which are analysed with the most recent results and indicators. Airlines are recognized leaders in implementation of modern information technologies with very sophisticated applications, data platforms and software solutions. Therefore, it is very important to follow and implement trends in e-commerce activities including e-marketing, e-sales and distribution and use of different on line and mobile platforms.