S机场零售业务渠道管理研究

发布时间：2018-09-19 17:43

【摘要】：在航空业不断发展的今天,城市与城市之间的距离正在不断缩短,而乘坐飞机也成为了这个快节奏时代下大多数人的出行首选。而机场作为城市中越发重要的交通枢纽,旅客对于机场服务的需求、要求,媒体及社会对于机场的关注也越发的严格。曾经零碎的、仅担负保障形式的机场商业逐步变成了如今将购物、休闲、娱乐及机场保障融为一体的机场商业新模式。伴随着机场零售业务的不断发展,其为机场及机场周边的经济效益也在不断提升。目前,零售业务趋势向好,人均可支配收入逐年提升,伴随着机场客流量的不断增长,越来越多的旅客选择在机场进行消费,如何挖掘机场零售业务的潜在商业价值,提升机场商业价值变得尤为紧迫。提升机场非航收入已经成为了各大机场的效益提升重心,而零售业务的经营效益提升是目前提升机场非航收益的重要部分。然而,在不断的尝试中发现,国内机场零售业务发展的痛点是如何解决渠道管理问题。目前,我国机场零售业发展还不够成熟,机场零售业巨大商业价值尚未开发。部分机场对零售业务的认识仍停留在旅客服务保障阶段,没有意识到其商业价值,机场零售业务科学规划与管理不合理。S机场作为国内大型机场,近几年在非航收入取得了飞速的发展,经济效益不断提升。然而,在不断壮大的背后,S机场的管理者们也发现了零售业务在飞速发展的过程中所存在的问题,这也是我国机场零售业务所面对的渠道问题的缩影。因此,解决了S机场在零售业务渠道管理的问题,将会对国内各大机场起到积极引领作用。为此,机场当局按照实际情况,依据世界先进的渠道管理案例、理论,制定了有针对性的改进措施及办法。本文研究的目的在于以S机场为研究样本,结合先进的渠道管理和其他相关理论,通过在发展过程中突出的渠道管理方面的问题,进而以点概面,逐步扩展,进一步分析我国其他机场所存在的共性问题,并针对问题提出渠道管理改进措施,提高机场零售业务收益。本文在进行了中外文献研究和对S机场零售业务的研究之后,提出了对国内机场零售业务改进措施。同时,也对S机场在渠道管理方面所做的工作及研究进行了全面的剖析,并对其在各方面工作中所出现的问题进行了研究。文章结合渠道管理理论提出了提升市场竞争力、机场商业规划、业态布局、品牌集成及管理运营能力、专业管理团队等多项具体改进措施。
[Abstract]:With the development of aviation industry, the distance between city and city is shrinking, and flying becomes the first choice for most people in this fast-paced era. Airport as an increasingly important transportation hub in the city, passenger demand for airport services, the media and society to pay more and more attention to the airport is becoming more stringent. The once-piecemeal, safety-only airport business has gradually become a new model of airport commerce that now integrates shopping, leisure, entertainment and airport security. With the continuous development of airport retail business, the economic benefits of airport and airport peripheral are also increasing. At present, the retail business trend is better, the per capita disposable income increases year by year, with the continuous growth of the airport passenger flow, more and more passengers choose to spend at the airport, how to excavate the potential commercial value of the retail business in the excavator yard, Raising the commercial value of airports has become particularly urgent. The promotion of airport non-air revenue has become the focus of efficiency enhancement of the major airports, and the promotion of the operational benefits of retail business is an important part of the promotion of airport non-air revenue at present. However, in the continuous attempt, the pain point of domestic airport retail business development is how to solve the channel management problem. At present, the development of airport retailing is not mature enough, and the huge commercial value of airport retailing has not been developed. Some airports still remain in the stage of passenger service protection and do not realize their commercial value. The scientific planning and management of airport retail business is unreasonable. The airport is a large airport in China. In recent years, in Africa, aviation revenue has made rapid development, economic benefits continue to improve. However, the managers of S Airport have also found the problems in the rapid development of retail business, which is also the epitome of the channel problems faced by the retail business in our country. Therefore, solve the problem of S Airport in retail business channel management, will play an active role in leading the domestic major airports. Therefore, according to the actual situation, according to the world's advanced channel management cases and theories, the airport authorities have formulated targeted improvement measures and methods. The purpose of this paper is to take S Airport as the research sample, combining with advanced channel management and other relevant theories, through the outstanding problems in channel management in the course of development, and then expand gradually with a point of view. This paper further analyzes the common problems existing in other airports in China, and puts forward some measures to improve the channel management in order to improve the profit of airport retail business. After the research of domestic and foreign literature and the research of S airport retail business, this paper puts forward some measures to improve the domestic airport retail business. At the same time, the paper makes a comprehensive analysis of the work and research on channel management of S Airport, and studies the problems in all aspects of its work. Based on the theory of channel management, this paper puts forward some specific improvement measures, such as market competitiveness, airport business planning, layout of business format, brand integration and management and operation ability, professional management team, and so on.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562;F724.2

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