中国机票销售市场纵向关系研究

发布时间：2018-04-13 23:04

本文选题：纵向关系 + 机票分销　；参考：《东北财经大学》2012年硕士论文

【摘要】：在航空机票销售产业链上,销售属于下游的一个环节,同时也是可以直接产生经济效益的末端环节,我国机票的销售在机票销售代理业出现之前一直由航空公司自建的售票处进行销售。自上世纪八十年代中期我国机票销售代理业产生以来伴随着民航业的发展而迅速发展,目前形成了多元化的机票销售市场,同时逐渐发展成为具有一定规模的机票销售代理网络,现已成为我国航空公司机票销售的主要方式。目前国内航空公司在分销渠道模式下通过机票销售代理商销售机票额所占比例高达总销售额的90%。由于我国航空公司的机票长期以来基本都是通过机票销售代理渠道进行销售,这就使得机票预订系统提供商和机票销售代理商成为机票销售过程中的必须环节。航空公司提供机票给客票代理商,并赋予代理商销售的权利,代理商最终把机票销售给旅客,向航空公司收取佣金,为航空公司和自己创造良好的收益。通过代理人销售机票,航空公司每年要支付中航信高额订座费用,同时也要付给机票代理商代理费和奖励。中航信提供的全球分销系统为航空旅游分销和服务方式提供了信息平台,是国内唯一的机票预订系统提供商,控制着全中国几乎整个民航机票分销系统,拥有巨大的市场规模和分销网络,为航空公司、机场、代理机构提供计算机应用服务和网络服务。机票分销模式一直是我国航空公司的机票主要销售模式,因此航空公司支付给机票销售代理人的佣金费用一直也是其主要成本,而航空公司也一直通过各种方式来降低代理人的佣金费一次来削减机票销售成本。随着网络的发展、电子商务的普及、消费观念的转变以及电子客票的推广,机票的销售渠道也随之发生改变,我国航空公司纷纷开发机票的直销模式,拓宽直销渠道,增加机票直销比例,降低对机票预订系统提供商以及销售代理商的依赖以及降低支付的费用。机票直销渠道建设和推广为旅客提供更具针对性的产品营销和服务,同时能够培养客户的品牌忠诚度,减少航空公司机票代理支出费用,进而提高航空公司机票收益,降低机票价格最终提高消费者福利。航空公司的机票直销模式能使航空公司平衡机票自主销售和代理销售之间的市场份额比重,使航空公司在机票销售上具备更大的主动权、市场反应力以及控制能力。本文从我国机票销售产业链现状的研究为出发点,研究分析了我国机票分销模式下中航信与航空公司、机票代理商上下游之间纵向关系、利益模式以及直销模式下航空公司自身纵向一体化的研究。在此基础上按照纵向理论进行效率与福利的分析,探究航空公司纵向一体化的选择利弊以及现有市场纵向关系各环节之间的加价行为及福利效率损失,提出民航订票系统是否涉及垄断我国机票销售市场,是否导致我国机票成本过高,市场资源配置低下,损害消费者利益的问题。然后分析介绍了比较成熟的美国机票销售市场的发展改革以及纵向一体化行为,最后借鉴成熟机票销售市场的发展经验以及结合我国特定的市场结构提出我国机票销售市场发展的政策建议,以期规范我国机票销售市场,促进其公平竞争、合理有序发展,提高资源配置效率,并也使得我国机票价格处于一个更加合理的价位,增加消费者福利。
[Abstract]:Airline ticket sales in the industry chain, a link sales belongs to the downstream of the end link is also can directly generate economic benefits, China's ticket sales, ticket sales agent in industry has been built by the airline ticket sales. Since the last century, the mid 80s China ticket sales agent industry development since along with the rapid development of the aviation industry, has formed a diversified ticket sales market, and gradually become a ticket sales agent network with a certain scale, has become the main way of our country airline ticket machine sales. At present domestic airlines in the distribution channel mode through the ticket sales agents, ticket sales, the proportion of the amount of high total sales reached 90%.
Because of China's airline ticket for a long time are basically sold out through ticket sales channels, which makes the ticket reservation system provider and ticket sales agents must become part of the process of ticket sales. The airline ticket to the ticket agents, sales agents and give the right to the final ticket sales agents to passengers, to the airlines charge a commission, to create a good revenue for airlines and their agents. By selling tickets, airlines have to pay an annual fee high CNAC letter must also pay the reservation, ticket agent fees and rewards. Provide information platform for global distribution system to provide the CNAC letter for air travel distribution and service is the only way. The ticket reservation system provider, control the Chinese almost the entire civil aviation ticket distribution system has a huge market. The size and distribution network for airlines, airports, agencies to provide computer application service and network service. Ticket distribution mode is always the main ticket sales mode of China Airlines, so the airline ticket sales agents to pay fees have been also is the main cost, the airline has been through a variety of ways to reduce the agent fee to cut a ticket sales cost.
With the development of network, the popularity of e-commerce, the change of consumption concept and the promotion of electronic tickets, ticket sales channels also changed, the direct model of China Airlines have developed the ticket, expand direct sales channels, increase the proportion of direct flights, to reduce the air ticket booking system provider and relying on sales agents and reduce payment the cost of construction and promotion. Ticket sales channels to provide more targeted marketing products and services for passengers, and to develop customer loyalty, reduce airline ticket agency support costs so as to improve airline ticket revenue, lower ticket prices and ultimately improve consumer welfare. The airline ticket direct sales model can make between airlines balance ticket sales agents and sales of independent market share, the airlines have more ticket sales in the Initiative, market responsiveness, and control.
This paper studies the present situation of the industrial chain of ticket sales in China as the starting point, research and analysis of China's airlines and airline ticket in ticket distribution mode, the longitudinal relationship between agents, research interests Airlines mode and direct mode of its vertical integration. On the basis of efficiency and welfare in accordance with the theory of longitudinal analysis loss, increase behavior and welfare efficiency between the pros and cons of inquiry airline vertical integration and various aspects of vertical relationship in the existing market, put forward the Civil Aviation booking system is related to the monopoly of China ticket sales market, whether in our ticket costs are too high, the market allocation of resources is low, damage to the interests of consumers. Then it analyzes the development of the reform the United States Air ticket sales market and vertical integration behavior, finally learn from mature ticket sales market development The exhibition experience and combining with the specific market structure in China put forward the development of China's air ticket sales market policy recommendations, in order to regulate our air ticket sales market, promote the fair competition, rational and orderly development, improve the efficiency of resource allocation, and also makes our ticket prices are at a more reasonable price and increase consumer welfare.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562

【参考文献】