试论东航国内区域销售系统的建立
发布时间：2018-10-04 18:16
【摘要】：国内民航业发展存在依赖中间商、直销业务份额扩大缓慢,终端控制不足、同质化竞争严重等长期弊端。本论文以东航为视角,通过对比研究、定性与定量相结合等研究方法,结合国内航空运输市场发展趋势,分析其中潜伏的变革因素,研究今后航空公司销售渠道发展趋势的主要特征,分析思考大型网络型航空公司营销渠道管理的模式和变革方向,提出东航建立国内区域销售系统的必要性及实施路径。并且,从满足公司战略实施需要的高度,提出东航区域销售系统需要发挥的三个战略作用。 论文的研究目的在于通过国际国内环境分析,借鉴成功经验,提出能改变目前东航销售系统各自为战、分散竞争、区域决策不灵活、销售成本高、利润受挤压等现状的有效销售策略,从而在激烈的全球航空业务发展中站稳脚步。 论文的核心部分是东航销售管控体系的建立以及发挥东航区域销售系统战略作用的阐述。前三章的论述为这两个核心部分提供理论及数据支撑。论文提出的核心观点是：东航需要根据自身网络布局,充分利用区域经济发展的机遇,准确定位核心市场、关键市场、猎取市场、潜在市场；以“航空服务集成商”为推动力,提高直销和线上销售能力；建立总部、大区、营业部三级销售管理体系,依托国内区域经济发展格局,建立华东、华北、华南、西北、西南五大销售大区；在培养销售代理忠诚度的同时,更加重视利用网络和电子商务,提供特色渠道及优质用户服务以打造直销渠道等。
[Abstract]:The development of domestic civil aviation industry has many disadvantages, such as relying on middlemen, expanding the direct sales business share slowly, the terminal control is insufficient, and the homogeneity competition is serious for a long time. This paper takes China Eastern Airlines as the visual angle, through comparative research, qualitative and quantitative research methods, combined with the domestic air transport market development trend, analyzes the latent reform factors. This paper studies the main characteristics of the development trend of airline sales channels in the future, analyzes and ponders the mode and reform direction of marketing channel management of large network airlines, and puts forward the necessity and implementation path of establishing domestic regional sales system in China Eastern Airlines. In addition, from the perspective of meeting the needs of strategic implementation of the company, the paper puts forward three strategic roles that need to be played by the regional sales system of China Eastern Airlines. The purpose of this paper is to analyze the international and domestic environment, draw lessons from the successful experience, propose that the current China Eastern Airlines sales system can be changed, decentralized competition, regional decision-making inflexible, high sales costs, Profit squeeze and other current effective sales strategy, so as to stand firm in the fierce global aviation business development. The core part of the paper is the establishment of China Eastern Airlines sales control system and the development of China Eastern Airlines regional sales system strategy. The first three chapters provide theoretical and data support for these two core parts. The core point of view put forward in this paper is: China Eastern needs to make full use of the opportunity of regional economic development according to its network layout, locate the core market, key market, hunt market and potential market accurately, take "aviation service integrator" as the driving force, To improve the ability of direct sales and online sales, to establish the three-level sales management system of headquarter, regional and sales department, and to build up five sales regions of East, North, South, Northwest and Southwest relying on the pattern of domestic regional economic development; While cultivating the loyalty of sales agent, we should pay more attention to making use of network and electronic commerce, providing characteristic channel and high quality customer service to create direct selling channel.
【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
本文编号：2251393
[Abstract]:The development of domestic civil aviation industry has many disadvantages, such as relying on middlemen, expanding the direct sales business share slowly, the terminal control is insufficient, and the homogeneity competition is serious for a long time. This paper takes China Eastern Airlines as the visual angle, through comparative research, qualitative and quantitative research methods, combined with the domestic air transport market development trend, analyzes the latent reform factors. This paper studies the main characteristics of the development trend of airline sales channels in the future, analyzes and ponders the mode and reform direction of marketing channel management of large network airlines, and puts forward the necessity and implementation path of establishing domestic regional sales system in China Eastern Airlines. In addition, from the perspective of meeting the needs of strategic implementation of the company, the paper puts forward three strategic roles that need to be played by the regional sales system of China Eastern Airlines. The purpose of this paper is to analyze the international and domestic environment, draw lessons from the successful experience, propose that the current China Eastern Airlines sales system can be changed, decentralized competition, regional decision-making inflexible, high sales costs, Profit squeeze and other current effective sales strategy, so as to stand firm in the fierce global aviation business development. The core part of the paper is the establishment of China Eastern Airlines sales control system and the development of China Eastern Airlines regional sales system strategy. The first three chapters provide theoretical and data support for these two core parts. The core point of view put forward in this paper is: China Eastern needs to make full use of the opportunity of regional economic development according to its network layout, locate the core market, key market, hunt market and potential market accurately, take "aviation service integrator" as the driving force, To improve the ability of direct sales and online sales, to establish the three-level sales management system of headquarter, regional and sales department, and to build up five sales regions of East, North, South, Northwest and Southwest relying on the pattern of domestic regional economic development; While cultivating the loyalty of sales agent, we should pay more attention to making use of network and electronic commerce, providing characteristic channel and high quality customer service to create direct selling channel.
【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
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