作为航空公司附加服务收费项目之一的选座费在国际航线上以及国外航空公司都已经普遍采用,是航空公司增加收入的重要渠道之一,但在中国国内航线上仍未形成惯例及标准。2015年国内航空公司尝试收取的国内航线选座费最终因旅客不满而被民航局叫停。通过定性分析与定量分析相结合的方法剖析选座费影响因素,并利用效用函数尝试构建选座费定价模型,为航空公司选座费定价提供参考。 Seat fares, as one of the airline’s additional service charges, have been widely adopted both on international airlines and foreign airlines. They are one of the important channels for airlines to increase their revenue. However, no conventions and standards have been established on domestic airlines in China. In 2015, domestic airlines attempting to collect domestic flight seat fares were eventually stopped by CAAC due to passenger dissatisfaction. Through qualitative analysis and quantitative analysis, this paper analyzes the influencing factors of seat fare selection, and attempts to construct the seat fare pricing model by using the utility function to provide a reference for airline fare pricing.