C航空公司渠道及其管理

发布时间：2018-05-05 16:58

本文选题：航空公司 + 渠道分类　；参考：《西南财经大学》2013年硕士论文

【摘要】：民航业是我国经济命脉行业,过去整个行业一直处在国家的高度控制之下,竞争强度相对较小。但是随着近十年来民航业整体的快速发展,各航空公司的运力增长速度已经超过旅客增长速度,供过于求的现象逐渐开始显现。客源的相对下降使国内各航空公司开始关注竞争方面。同时随着民航市场对国外航空公司的逐步开放,以及大量高铁投入运营对客源的分流效应,都将进一步加剧我国民航业的竞争强度。在这样的外部条件之下,国内民航业内部还存在管理理念落后、过分倚重分销渠道以及产品设计缺乏以旅客需求为导向等问题。在市场环境发生重大转变的今天,国内航空公司如果想要适应新的竞争及市场外部条件,就需要在多个必要方面进行改革以适应环境。其中渠道管理作为航空公司运营管理体系中的重要的部分,其相关研究对于航空公司改革中具有重要意义。如何在渠道管理方面进行调整以保证航空公司在日益激烈的竞争中保持并拓展现有的市场份额?在渠道管理模式的变革中相关各部门如何适应这种越来越恶劣的竞争环境并在这个过程中培养自己渠道管理队伍及优化现有渠道结构?这些问题的解决对于国内航空公司来说具有重要的实用价值。再者在渠道重要性越来越高的今天,一个企业要想在行业中保持核心竞争力不能再单方面依靠技术或者成本上的独立优势,而是需要建立包含整个渠道网络的优势在内的多方面优势集合。所以综合上述问题,航空公司如何正确的调整渠道管理模式来构建、管理一个具有自身优势的渠道结构框架,并在调整过程中调和单个渠道或多个渠道之间的冲突,并适当引入21世纪最新的信息化技术助力渠道中的信息流通,是渠道管理工作中需要重点研究的综合性问题。本文选择对C航空公司现行渠道管理模式为研究对象,对其渠道管理进行了调查和研究。论文介绍了渠道管理的原理、渠道的定义、渠道结构、渠道管理的意义,分析了国内民航业渠道特点及发展现状,包括行业建立的渠道结构、渠道分类标准、现阶段销售比例配置以及代表性的航空企业渠道管理方法,并以此为基础分析了C航空公司渠道管理现状,然后运用市场营销学中有关渠道管理的理论分析了C航空公司渠道结构,整个论文结构分为六章,第一章为研究的背景及意义;第二章为相关理论概述；第三章分析航空公司渠道;第四章为C航空公司渠道管理调查;第五章为C航空公司渠道管理分析;最后一章为C航空公司渠道管理优化。论文通过对影响渠道相关的方面进行分析,使用渠道管理方面的渠道选择和结构建设理论,结合C航空公司发展现状,提出了可行的建议,建议中详细阐述涉及C航空公司在渠道方面从直销、分销方面优化渠道结构,升级渠道管理方式,渠道产品分类、以及信息化建设等方面积极采取措施,以适应新的竞争环境。
[Abstract]:Civil aviation industry is the lifeblood of China's economy. In the past, the whole industry has been under the control of the state, the competition intensity is relatively small. However, with the rapid development of the civil aviation industry in the past ten years, the capacity growth rate of the airlines has exceeded the passenger growth rate, and the phenomenon of oversupply is beginning to appear. The relative decline in the source of passengers makes domestic airlines begin to pay attention to the competition. At the same time, with the gradual opening of the civil aviation market to foreign airlines, as well as the diversion effect of a large number of high-speed trains on passenger resources, the competition intensity of China's civil aviation industry will be further intensified. Under such external conditions, there are still some problems in the domestic civil aviation industry, such as backward management concept, excessive reliance on distribution channels and lack of passenger demand oriented product design. With the great change of market environment, if domestic airlines want to adapt to the new competition and market external conditions, they need to reform in many necessary aspects to adapt to the environment. As an important part of airline operation management system, channel management plays an important role in airline reform. How to adjust the channel management to ensure that airlines maintain and expand their existing market share in the increasingly fierce competition? In the reform of channel management mode, how do the relevant departments adapt to this increasingly bad competition environment and in the process of training their own channel management team and optimize the existing channel structure? The solution of these problems has important practical value for domestic airlines. Moreover, with the increasing importance of channels, if an enterprise wants to maintain its core competitiveness in the industry, it can no longer rely unilaterally on the independent advantage of technology or cost. Instead, we need to build a set of advantages including the advantages of the entire channel network. Therefore, how to adjust the channel management mode correctly to build a channel structure framework with its own advantages, and to reconcile the conflicts between individual channels or multiple channels in the adjustment process, Introducing the latest information technology into the channel of the 21st century is a comprehensive problem that needs to be studied in the channel management. This paper chooses the current channel management mode of C airline as the research object, and makes an investigation and research on its channel management. This paper introduces the principle of channel management, the definition of channel, the structure of channel, the significance of channel management, analyzes the characteristics and development status of domestic civil aviation channel, including the channel structure established by the industry, channel classification standards. At the present stage, the distribution of sales ratio and the representative channel management methods of aviation enterprises are analyzed. Based on this, the current situation of channel management in C airline is analyzed. Then the channel structure of C airline is analyzed by using the marketing theory of channel management. The whole thesis is divided into six chapters, the first chapter is the background and significance of the research, the second chapter is the summary of relevant theories. The third chapter analyzes the airline channel; the fourth chapter is the channel management investigation of C airline; the fifth chapter is the channel management analysis of C airline; the last chapter is the channel management optimization of C airline. Based on the analysis of the related aspects of the channel, using the theory of channel selection and structure construction in channel management, combined with the current situation of C Airlines, the paper puts forward some feasible suggestions. It is suggested that C Airlines should take active measures to adapt to the new competition environment in the aspects of channel direct marketing, distribution optimization, channel management upgrade, channel product classification and information construction.
【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】：F562.6;F274

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