本文選題：航空服務(wù) + 機票銷售��； 參考：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：本文以東方航空公司為案例,研究了其在市場變化、技術(shù)變革和媒體變形的時代,如何重新設(shè)計機票營銷渠道和優(yōu)化渠道管理的問題。 筆者在回顧和分析東航營銷現(xiàn)狀及其渠道問題的之后,借鑒價值細分法對東航的機票市場進行了重新細分,并進一步對我國機票銷售市場進行了細致的產(chǎn)業(yè)競爭分析。在此基礎(chǔ)上,較全面地提出了東航營銷渠道的優(yōu)化策略。 筆者認為,東方航空公司首先應(yīng)該針對每一細分市場,綜合設(shè)計最有效的營銷渠道,以形成有效的混合渠道結(jié)構(gòu)；其次,要在大力推進機票直銷的同時,與傳統(tǒng)機票分銷商(包括網(wǎng)上旅行代理商)和新型機票銷售平臺建立聯(lián)盟關(guān)系,以穩(wěn)定機票營銷的主渠道；第三,要充分重視新技術(shù)、新媒體時代的營銷渠道創(chuàng)新,通過社交媒體和移動互聯(lián)等方式展開新型客戶關(guān)系建設(shè),以應(yīng)對未來的營銷渠道的挑戰(zhàn)；第四,要改善混合渠道的運行機制,努力實現(xiàn)渠道的精益化管理。
[Abstract]:This paper takes China Eastern Airlines as an example to study how to redesign the air ticket marketing channel and optimize the channel management in the era of market change, technological change and media transformation. After reviewing and analyzing the current marketing situation and channel problems of China Eastern Airlines, the author reclassifies the ticket market of China Eastern Airlines by using the method of value subdivision, and further analyzes the industry competition of air ticket sales market in China. On this basis, put forward a more comprehensive marketing channel of China Eastern Airlines optimization strategy. The author believes that China Eastern Airlines should, first of all, design the most effective marketing channels for each market segment, so as to form an effective mixed channel structure; secondly, while vigorously promoting direct air ticket sales, Establishing alliance with traditional air ticket distributors (including online travel agents) and new air ticket sales platforms, in order to stabilize the main channel of ticket marketing; third, we should pay full attention to new technology, new media era of marketing channels innovation, Through social media and mobile networking to build new customer relationships to meet the challenges of future marketing channels; fourth, to improve the operation mechanism of mixed channels, and strive to achieve channel lean management.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F562.6;F274

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相關(guān)期刊論文 前1條

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本文編號：1863004