發(fā)布時間：2018-05-05 16:58

  本文選題：航空公司 + 渠道分類　； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：民航業(yè)是我國經(jīng)濟(jì)命脈行業(yè),過去整個行業(yè)一直處在國家的高度控制之下,競爭強(qiáng)度相對較小。但是隨著近十年來民航業(yè)整體的快速發(fā)展,各航空公司的運力增長速度已經(jīng)超過旅客增長速度,供過于求的現(xiàn)象逐漸開始顯現(xiàn)。客源的相對下降使國內(nèi)各航空公司開始關(guān)注競爭方面。同時隨著民航市場對國外航空公司的逐步開放,以及大量高鐵投入運營對客源的分流效應(yīng),都將進(jìn)一步加劇我國民航業(yè)的競爭強(qiáng)度。在這樣的外部條件之下,國內(nèi)民航業(yè)內(nèi)部還存在管理理念落后、過分倚重分銷渠道以及產(chǎn)品設(shè)計缺乏以旅客需求為導(dǎo)向等問題。在市場環(huán)境發(fā)生重大轉(zhuǎn)變的今天,國內(nèi)航空公司如果想要適應(yīng)新的競爭及市場外部條件,就需要在多個必要方面進(jìn)行改革以適應(yīng)環(huán)境。其中渠道管理作為航空公司運營管理體系中的重要的部分,其相關(guān)研究對于航空公司改革中具有重要意義。如何在渠道管理方面進(jìn)行調(diào)整以保證航空公司在日益激烈的競爭中保持并拓展現(xiàn)有的市場份額?在渠道管理模式的變革中相關(guān)各部門如何適應(yīng)這種越來越惡劣的競爭環(huán)境并在這個過程中培養(yǎng)自己渠道管理隊伍及優(yōu)化現(xiàn)有渠道結(jié)構(gòu)?這些問題的解決對于國內(nèi)航空公司來說具有重要的實用價值。再者在渠道重要性越來越高的今天,一個企業(yè)要想在行業(yè)中保持核心競爭力不能再單方面依靠技術(shù)或者成本上的獨立優(yōu)勢,而是需要建立包含整個渠道網(wǎng)絡(luò)的優(yōu)勢在內(nèi)的多方面優(yōu)勢集合。所以綜合上述問題,航空公司如何正確的調(diào)整渠道管理模式來構(gòu)建、管理一個具有自身優(yōu)勢的渠道結(jié)構(gòu)框架,并在調(diào)整過程中調(diào)和單個渠道或多個渠道之間的沖突,并適當(dāng)引入21世紀(jì)最新的信息化技術(shù)助力渠道中的信息流通,是渠道管理工作中需要重點研究的綜合性問題。本文選擇對C航空公司現(xiàn)行渠道管理模式為研究對象,對其渠道管理進(jìn)行了調(diào)查和研究。論文介紹了渠道管理的原理、渠道的定義、渠道結(jié)構(gòu)、渠道管理的意義,分析了國內(nèi)民航業(yè)渠道特點及發(fā)展現(xiàn)狀,包括行業(yè)建立的渠道結(jié)構(gòu)、渠道分類標(biāo)準(zhǔn)、現(xiàn)階段銷售比例配置以及代表性的航空企業(yè)渠道管理方法,并以此為基礎(chǔ)分析了C航空公司渠道管理現(xiàn)狀,然后運用市場營銷學(xué)中有關(guān)渠道管理的理論分析了C航空公司渠道結(jié)構(gòu),整個論文結(jié)構(gòu)分為六章,第一章為研究的背景及意義;第二章為相關(guān)理論概述；第三章分析航空公司渠道;第四章為C航空公司渠道管理調(diào)查;第五章為C航空公司渠道管理分析;最后一章為C航空公司渠道管理優(yōu)化。論文通過對影響渠道相關(guān)的方面進(jìn)行分析,使用渠道管理方面的渠道選擇和結(jié)構(gòu)建設(shè)理論,結(jié)合C航空公司發(fā)展現(xiàn)狀,提出了可行的建議,建議中詳細(xì)闡述涉及C航空公司在渠道方面從直銷、分銷方面優(yōu)化渠道結(jié)構(gòu),升級渠道管理方式,渠道產(chǎn)品分類、以及信息化建設(shè)等方面積極采取措施,以適應(yīng)新的競爭環(huán)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.
【學(xué)位授予單位】：西南財經(jīng)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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本文編號：1848511