本文選題：分銷渠道　切入點：渠道管理　出處：《西南財經(jīng)大學》2013年碩士論文

【摘要】：隨著信息技術的發(fā)展,互聯(lián)網(wǎng)應用已經(jīng)深入到社會的方方面面。在商業(yè)環(huán)境中,互聯(lián)網(wǎng)給銷售渠道拓展帶來了嶄新的思路,例如B2C、B2B等電子商務平臺。其中的佼佼者淘寶、阿里巴巴、京東等依靠互聯(lián)網(wǎng)渠道獲得巨大成功,2012年京東的銷售額高達600億,而淘寶甚至突破了1萬億。另一方面,信息技術也為管理者提供了先進的管理手段,例如ERP系統(tǒng),通過流程管理和資源調配,使整個管理效率得到了大幅提高。 民航業(yè)的全球分銷系統(tǒng)GDS曾經(jīng)走在信息時代的前列。然而進入21世紀以來,隨著互聯(lián)網(wǎng)迅速發(fā)展,民航業(yè)銷售渠道的信息化建設漸漸落后于社會的整體水平。雖然不少航空公司名義上都有B2B網(wǎng)站,但是其功能通常僅限于出票。航空公司與渠道商之間的溝通還會涉及到大量的其他內容,例如團隊旅客申請、機票信息變更等,其方式基本限于電話和QQ等非專業(yè)手段。這些非專業(yè)手段既不能為渠道商提供便利的服務,更不能幫助航空公司有效的監(jiān)管渠道商的銷售行為。而當前這些渠道商仍然是航空公司的主要銷售渠道,其銷量大約占航空公司總銷售量的80%。可以說,通過信息技術實施專業(yè)化的渠道溝通方案,在航空公司與渠道商之間建立穩(wěn)定可靠的聯(lián)系,是提升渠道建設能力的重要手段。 本文分析了目前航空公司渠道管理現(xiàn)狀、問題及原因,認為航空公司分銷渠道的信息化建設對其渠道建設意義重大。互聯(lián)網(wǎng)時代的電子客票為受困于傳統(tǒng)分銷系統(tǒng)的航空公司帶來了生機,同時中國民航市場渠道的發(fā)展也要求航空公司實施高質量的分銷渠道信息化建設。作為營銷環(huán)節(jié)中的一個瓶頸,航空公司的分銷渠道信息化建設能在多個方面有效提升航空公司的管理水平和營銷能力。首先,信息系統(tǒng)能詳細記錄申請過程,對航空公司的內部管理提供依據(jù),根據(jù)反饋的速度和質量對員工進行考核,增加員工在與分銷渠道溝通過程的積極性和主動性；其次,利用信息系統(tǒng),航空公司能針對渠道商的銷售行為實施公平、公開、公正的獎懲方案,打消渠道商的合作顧慮,促使航空公司與渠道商之間形成長期穩(wěn)定的伙伴關系,提高渠道商的滿意度,增強航空公司的渠道建設能力；其三,借助信息技術,航空公司能把復雜業(yè)務后臺化、集中化,減少前端銷售業(yè)務壓力,既能增強客戶滿意度,也能把前段銷售人員從繁瑣的業(yè)務事項中解脫出來,集中精力拓展市場；最后,利用互聯(lián)網(wǎng)的無邊際特性,信息技術能使全球有意愿接洽航空公司的渠道商都能方便的通過互聯(lián)網(wǎng)實現(xiàn)與航空公司之間的聯(lián)系,大幅提升了航空公司的渠道滲透力。 在此基礎上,本文提出了航空公司分銷渠道信息化建設方案。建議建立基于互聯(lián)網(wǎng)的分銷渠道平臺,實現(xiàn)統(tǒng)一用戶數(shù)據(jù),統(tǒng)一申請,自動審批等。全面完整的記錄并利用互聯(lián)網(wǎng)平臺傳遞、組合、整理渠道商的銷售行為信息,對于航空公司的內部管理和渠道建設都有非同尋常的意義。基于信息化建設方案,作者建議實施相關業(yè)務流程再造,實現(xiàn)航空公司、渠道商、分銷渠道平臺的順暢運轉,充分發(fā)揮信息技術帶來的效率和效益。
[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.

【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F562.3;F270.7;F274

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本文編號：1711812