本文選題：縱向關(guān)系 + 機票分銷�。� 參考：《東北財經(jīng)大學(xué)》2012年碩士論文

【摘要】：在航空機票銷售產(chǎn)業(yè)鏈上,銷售屬于下游的一個環(huán)節(jié),同時也是可以直接產(chǎn)生經(jīng)濟效益的末端環(huán)節(jié),我國機票的銷售在機票銷售代理業(yè)出現(xiàn)之前一直由航空公司自建的售票處進行銷售。自上世紀(jì)八十年代中期我國機票銷售代理業(yè)產(chǎn)生以來伴隨著民航業(yè)的發(fā)展而迅速發(fā)展,目前形成了多元化的機票銷售市場,同時逐漸發(fā)展成為具有一定規(guī)模的機票銷售代理網(wǎng)絡(luò),現(xiàn)已成為我國航空公司機票銷售的主要方式。目前國內(nèi)航空公司在分銷渠道模式下通過機票銷售代理商銷售機票額所占比例高達總銷售額的90%。 由于我國航空公司的機票長期以來基本都是通過機票銷售代理渠道進行銷售,這就使得機票預(yù)訂系統(tǒng)提供商和機票銷售代理商成為機票銷售過程中的必須環(huán)節(jié)。航空公司提供機票給客票代理商,并賦予代理商銷售的權(quán)利,代理商最終把機票銷售給旅客,向航空公司收取傭金,為航空公司和自己創(chuàng)造良好的收益。通過代理人銷售機票,航空公司每年要支付中航信高額訂座費用,同時也要付給機票代理商代理費和獎勵。中航信提供的全球分銷系統(tǒng)為航空旅游分銷和服務(wù)方式提供了信息平臺,是國內(nèi)唯一的機票預(yù)訂系統(tǒng)提供商,控制著全中國幾乎整個民航機票分銷系統(tǒng),擁有巨大的市場規(guī)模和分銷網(wǎng)絡(luò),為航空公司、機場、代理機構(gòu)提供計算機應(yīng)用服務(wù)和網(wǎng)絡(luò)服務(wù)。機票分銷模式一直是我國航空公司的機票主要銷售模式,因此航空公司支付給機票銷售代理人的傭金費用一直也是其主要成本,而航空公司也一直通過各種方式來降低代理人的傭金費一次來削減機票銷售成本。 隨著網(wǎng)絡(luò)的發(fā)展、電子商務(wù)的普及、消費觀念的轉(zhuǎn)變以及電子客票的推廣,機票的銷售渠道也隨之發(fā)生改變,我國航空公司紛紛開發(fā)機票的直銷模式,拓寬直銷渠道,增加機票直銷比例,降低對機票預(yù)訂系統(tǒng)提供商以及銷售代理商的依賴以及降低支付的費用。機票直銷渠道建設(shè)和推廣為旅客提供更具針對性的產(chǎn)品營銷和服務(wù),同時能夠培養(yǎng)客戶的品牌忠誠度,減少航空公司機票代理支出費用,進而提高航空公司機票收益,降低機票價格最終提高消費者福利。航空公司的機票直銷模式能使航空公司平衡機票自主銷售和代理銷售之間的市場份額比重,使航空公司在機票銷售上具備更大的主動權(quán)、市場反應(yīng)力以及控制能力。 本文從我國機票銷售產(chǎn)業(yè)鏈現(xiàn)狀的研究為出發(fā)點,研究分析了我國機票分銷模式下中航信與航空公司、機票代理商上下游之間縱向關(guān)系、利益模式以及直銷模式下航空公司自身縱向一體化的研究。在此基礎(chǔ)上按照縱向理論進行效率與福利的分析,探究航空公司縱向一體化的選擇利弊以及現(xiàn)有市場縱向關(guān)系各環(huán)節(jié)之間的加價行為及福利效率損失,提出民航訂票系統(tǒng)是否涉及壟斷我國機票銷售市場,是否導(dǎo)致我國機票成本過高,市場資源配置低下,損害消費者利益的問題。然后分析介紹了比較成熟的美國機票銷售市場的發(fā)展改革以及縱向一體化行為,最后借鑒成熟機票銷售市場的發(fā)展經(jīng)驗以及結(jié)合我國特定的市場結(jié)構(gòu)提出我國機票銷售市場發(fā)展的政策建議,以期規(guī)范我國機票銷售市場,促進其公平競爭、合理有序發(fā)展,提高資源配置效率,并也使得我國機票價格處于一個更加合理的價位,增加消費者福利。
[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.

【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F562

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本文編號：1746595