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

【摘要】：民航業(yè)是我國(guó)經(jīng)濟(jì)命脈行業(yè),過(guò)去整個(gè)行業(yè)一直處在國(guó)家的高度控制之下,競(jìng)爭(zhēng)強(qiáng)度相對(duì)較小。但是隨著近十年來(lái)民航業(yè)整體的快速發(fā)展,各航空公司的運(yùn)力增長(zhǎng)速度已經(jīng)超過(guò)旅客增長(zhǎng)速度,供過(guò)于求的現(xiàn)象逐漸開(kāi)始顯現(xiàn)�？驮吹南鄬�(duì)下降使國(guó)內(nèi)各航空公司開(kāi)始關(guān)注競(jìng)爭(zhēng)方面。同時(shí)隨著民航市場(chǎng)對(duì)國(guó)外航空公司的逐步開(kāi)放,以及大量高鐵投入運(yùn)營(yíng)對(duì)客源的分流效應(yīng),都將進(jìn)一步加劇我國(guó)民航業(yè)的競(jìng)爭(zhēng)強(qiáng)度。在這樣的外部條件之下,國(guó)內(nèi)民航業(yè)內(nèi)部還存在管理理念落后、過(guò)分倚重分銷(xiāo)渠道以及產(chǎn)品設(shè)計(jì)缺乏以旅客需求為導(dǎo)向等問(wèn)題。在市場(chǎng)環(huán)境發(fā)生重大轉(zhuǎn)變的今天,國(guó)內(nèi)航空公司如果想要適應(yīng)新的競(jìng)爭(zhēng)及市場(chǎng)外部條件,就需要在多個(gè)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(yùn)營(yíng)管理體系中的重要的部分,其相關(guān)研究對(duì)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(jìng)爭(zhēng)中保持并拓展現(xiàn)有的市場(chǎng)份額?在渠道管理模式的變革中相關(guān)各部門(mén)如何適應(yīng)這種越來(lái)越惡劣的競(jìng)爭(zhēng)環(huán)境并在這個(gè)過(guò)程中培養(yǎng)自己渠道管理隊(duì)伍及優(yōu)化現(xiàn)有渠道結(jié)構(gòu)?這些問(wèn)題的解決對(duì)于國(guó)內(nèi)航空公司來(lái)說(shuō)具有重要的實(shí)用價(jià)值。再者在渠道重要性越來(lái)越高的今天,一個(gè)企業(yè)要想在行業(yè)中保持核心競(jìng)爭(zhēng)力不能再單方面依靠技術(shù)或者成本上的獨(dú)立優(yōu)勢(shì),而是需要建立包含整個(gè)渠道網(wǎng)絡(luò)的優(yōu)勢(shì)在內(nèi)的多方面優(yōu)勢(shì)集合。所以綜合上述問(wèn)題,航空公司如何正確的調(diào)整渠道管理模式來(lái)構(gòu)建、管理一個(gè)具有自身優(yōu)勢(shì)的渠道結(jié)構(gòu)框架,并在調(diào)整過(guò)程中調(diào)和單個(gè)渠道或多個(gè)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(diǎn)研究的綜合性問(wèn)題。本文選擇對(duì)C航空公司現(xiàn)行渠道管理模式為研究對(duì)象,對(duì)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(guó)內(nèi)民航業(yè)渠道特點(diǎn)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(lèi)標(biāo)準(zhǔn)、現(xiàn)階段銷(xiāo)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(yùn)用市場(chǎng)營(yíng)銷(xiāo)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(gè)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(guò)對(duì)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(xiāo)、分銷(xiāo)方面優(yōu)化渠道結(jié)構(gòu),升級(jí)渠道管理方式,渠道產(chǎn)品分類(lèi)、以及信息化建設(shè)等方面積極采取措施,以適應(yīng)新的競(jìng)爭(zhēng)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(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F562.6;F274

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