东方航空公司机票营销渠道优化策略研究

发布时间：2018-05-08 20:37

本文选题：航空服务 + 机票销售　；参考：《复旦大学》2013年硕士论文

【摘要】：本文以东方航空公司为案例,研究了其在市场变化、技术变革和媒体变形的时代,如何重新设计机票营销渠道和优化渠道管理的问题。笔者在回顾和分析东航营销现状及其渠道问题的之后,借鉴价值细分法对东航的机票市场进行了重新细分,并进一步对我国机票销售市场进行了细致的产业竞争分析。在此基础上,较全面地提出了东航营销渠道的优化策略。笔者认为,东方航空公司首先应该针对每一细分市场,综合设计最有效的营销渠道,以形成有效的混合渠道结构；其次,要在大力推进机票直销的同时,与传统机票分销商(包括网上旅行代理商)和新型机票销售平台建立联盟关系,以稳定机票营销的主渠道；第三,要充分重视新技术、新媒体时代的营销渠道创新,通过社交媒体和移动互联等方式展开新型客户关系建设,以应对未来的营销渠道的挑战；第四,要改善混合渠道的运行机制,努力实现渠道的精益化管理。
[Abstract]:This paper takes China Eastern Airlines as an example to study how to redesign the air ticket marketing channel and optimize the channel management in the era of market change, technological change and media transformation. After reviewing and analyzing the current marketing situation and channel problems of China Eastern Airlines, the author reclassifies the ticket market of China Eastern Airlines by using the method of value subdivision, and further analyzes the industry competition of air ticket sales market in China. On this basis, put forward a more comprehensive marketing channel of China Eastern Airlines optimization strategy. The author believes that China Eastern Airlines should, first of all, design the most effective marketing channels for each market segment, so as to form an effective mixed channel structure; secondly, while vigorously promoting direct air ticket sales, Establishing alliance with traditional air ticket distributors (including online travel agents) and new air ticket sales platforms, in order to stabilize the main channel of ticket marketing; third, we should pay full attention to new technology, new media era of marketing channels innovation, Through social media and mobile networking to build new customer relationships to meet the challenges of future marketing channels; fourth, to improve the operation mechanism of mixed channels, and strive to achieve channel lean management.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6;F274

【参考文献】