航空公司分销渠道信息化建设研究

发布时间：2018-04-04 21:47

本文选题：分销渠道　切入点：渠道管理　出处：《西南财经大学》2013年硕士论文

【摘要】：随着信息技术的发展,互联网应用已经深入到社会的方方面面。在商业环境中,互联网给销售渠道拓展带来了崭新的思路,例如B2C、B2B等电子商务平台。其中的佼佼者淘宝、阿里巴巴、京东等依靠互联网渠道获得巨大成功,2012年京东的销售额高达600亿,而淘宝甚至突破了1万亿。另一方面,信息技术也为管理者提供了先进的管理手段,例如ERP系统,通过流程管理和资源调配,使整个管理效率得到了大幅提高。民航业的全球分销系统GDS曾经走在信息时代的前列。然而进入21世纪以来,随着互联网迅速发展,民航业销售渠道的信息化建设渐渐落后于社会的整体水平。虽然不少航空公司名义上都有B2B网站,但是其功能通常仅限于出票。航空公司与渠道商之间的沟通还会涉及到大量的其他内容,例如团队旅客申请、机票信息变更等,其方式基本限于电话和QQ等非专业手段。这些非专业手段既不能为渠道商提供便利的服务,更不能帮助航空公司有效的监管渠道商的销售行为。而当前这些渠道商仍然是航空公司的主要销售渠道,其销量大约占航空公司总销售量的80%。可以说,通过信息技术实施专业化的渠道沟通方案,在航空公司与渠道商之间建立稳定可靠的联系,是提升渠道建设能力的重要手段。本文分析了目前航空公司渠道管理现状、问题及原因,认为航空公司分销渠道的信息化建设对其渠道建设意义重大。互联网时代的电子客票为受困于传统分销系统的航空公司带来了生机,同时中国民航市场渠道的发展也要求航空公司实施高质量的分销渠道信息化建设。作为营销环节中的一个瓶颈,航空公司的分销渠道信息化建设能在多个方面有效提升航空公司的管理水平和营销能力。首先,信息系统能详细记录申请过程,对航空公司的内部管理提供依据,根据反馈的速度和质量对员工进行考核,增加员工在与分销渠道沟通过程的积极性和主动性；其次,利用信息系统,航空公司能针对渠道商的销售行为实施公平、公开、公正的奖惩方案,打消渠道商的合作顾虑,促使航空公司与渠道商之间形成长期稳定的伙伴关系,提高渠道商的满意度,增强航空公司的渠道建设能力；其三,借助信息技术,航空公司能把复杂业务后台化、集中化,减少前端销售业务压力,既能增强客户满意度,也能把前段销售人员从繁琐的业务事项中解脱出来,集中精力拓展市场；最后,利用互联网的无边际特性,信息技术能使全球有意愿接洽航空公司的渠道商都能方便的通过互联网实现与航空公司之间的联系,大幅提升了航空公司的渠道渗透力。在此基础上,本文提出了航空公司分销渠道信息化建设方案。建议建立基于互联网的分销渠道平台,实现统一用户数据,统一申请,自动审批等。全面完整的记录并利用互联网平台传递、组合、整理渠道商的销售行为信息,对于航空公司的内部管理和渠道建设都有非同寻常的意义。基于信息化建设方案,作者建议实施相关业务流程再造,实现航空公司、渠道商、分销渠道平台的顺畅运转,充分发挥信息技术带来的效率和效益。
[Abstract]:With the development of information technology, the Internet has been applied to every aspect of the society. In the business environment, bring new ideas, the Internet to expand sales channels such as B2C, B2B and other electronic business platform. The leader of Taobao, Alibaba, Jingdong rely on Internet channel to achieve great success, in 2012 sales of $Jingdong 60 billion, Taobao even exceeded 1 trillion. On the other hand, it provides advanced management tools for managers, such as ERP system, through the process management and resource allocation, the management efficiency has been greatly improved.
The civil aviation industry in the global distribution system GDS has been walking in the forefront of the times. However, since the information entered in twenty-first Century, along with the rapid development of Internet, the overall level of informatization construction of civil aviation industry sales channels gradually behind the society. Although many airlines have the name B2B website, but its function is usually limited to the ticket between the airline and channel. Business communication involves a large number of other content, such as team visitors to apply for ticket information, change the way, limited to phone and QQ and other non professional means. These provide convenient services for non professional means neither channel business, sales behavior cannot help airlines effective supervision channels and the current. These channels are still the main airline sales channels, sales of total sales accounted for about 80%. of airline can be said that through the implementation of information technology professional The channel communication scheme is an important means to build a stable and reliable link between the airline and the channel merchants, and is an important means to improve the capacity of the channel construction.
This paper analyzes the current airline channel management situation, problems and reasons, argues that the construction of major airlines distribution channel on the channel construction significance. Brings vitality to the age of the Internet for electronic ticket stuck to the traditional distribution system for airlines, distribution channels and information construction in the development of civil aviation market channels also require Airlines to implement high quality. As a bottleneck in the marketing process, distribution channels of information construction of airline can effectively improve the airline management and marketing ability in many aspects. First, the information system can record details of the application process, provide the basis for the internal management of the airline, according to the speed and quality of feedback assessment for employees, increase the enthusiasm and initiative of employees and in the distribution channel of the communication process; secondly, the use of information systems, the airline can Sales channel for the implementation of fair, open and fair incentive programs, channels of cooperation to dispel concerns, to promote a long-term and stable partnership between airlines and channels, improve the satisfaction of the channel, enhance airline channel construction ability; thirdly, the use of information technology, the airline can make complex business Taiwan, concentration, reduce the front-end sales business pressure, it can enhance customer satisfaction, also can free some sales staff from the tedious business, focus on expanding the market; finally, no marginal characteristics advantage of Internet, information technology can make the global willingness to contact the airlines between the channels are convenient through the Internet to achieve the contact with the Airlines, the airline significantly enhance the channel penetration.
Based on this, proposed the airline distribution channel construction scheme. Recommended the establishment of distribution channel platform based on Internet, to achieve a unified user data, unified application, automatic approval. A complete record and use the Internet platform for transfer, combination, sales information finishing channels, has extraordinary significance for internal management and channel construction of Airlines. Information construction scheme based on, the author suggests to carry out related business process reengineering, implementation of airlines, channels, smooth operation of distribution channels of the platform, give full play to the efficiency and effectiveness of information technology.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.3;F270.7;F274

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