【摘要】：國(guó)內(nèi)民航業(yè)發(fā)展存在依賴中間商、直銷業(yè)務(wù)份額擴(kuò)大緩慢,終端控制不足、同質(zhì)化競(jìng)爭(zhēng)嚴(yán)重等長(zhǎng)期弊端。本論文以東航為視角,通過對(duì)比研究、定性與定量相結(jié)合等研究方法,結(jié)合國(guó)內(nèi)航空運(yùn)輸市場(chǎng)發(fā)展趨勢(shì),分析其中潛伏的變革因素,研究今后航空公司銷售渠道發(fā)展趨勢(shì)的主要特征,分析思考大型網(wǎng)絡(luò)型航空公司營(yíng)銷渠道管理的模式和變革方向,提出東航建立國(guó)內(nèi)區(qū)域銷售系統(tǒng)的必要性及實(shí)施路徑。并且,從滿足公司戰(zhàn)略實(shí)施需要的高度,提出東航區(qū)域銷售系統(tǒng)需要發(fā)揮的三個(gè)戰(zhàn)略作用。 論文的研究目的在于通過國(guó)際國(guó)內(nèi)環(huán)境分析,借鑒成功經(jīng)驗(yàn),提出能改變目前東航銷售系統(tǒng)各自為戰(zhàn)、分散競(jìng)爭(zhēng)、區(qū)域決策不靈活、銷售成本高、利潤(rùn)受擠壓等現(xiàn)狀的有效銷售策略,從而在激烈的全球航空業(yè)務(wù)發(fā)展中站穩(wěn)腳步。 論文的核心部分是東航銷售管控體系的建立以及發(fā)揮東航區(qū)域銷售系統(tǒng)戰(zhàn)略作用的闡述。前三章的論述為這兩個(gè)核心部分提供理論及數(shù)據(jù)支撐。論文提出的核心觀點(diǎn)是：東航需要根據(jù)自身網(wǎng)絡(luò)布局,充分利用區(qū)域經(jīng)濟(jì)發(fā)展的機(jī)遇,準(zhǔn)確定位核心市場(chǎng)、關(guān)鍵市場(chǎng)、獵取市場(chǎng)、潛在市場(chǎng)；以“航空服務(wù)集成商”為推動(dòng)力,提高直銷和線上銷售能力；建立總部、大區(qū)、營(yíng)業(yè)部三級(jí)銷售管理體系,依托國(guó)內(nèi)區(qū)域經(jīng)濟(jì)發(fā)展格局,建立華東、華北、華南、西北、西南五大銷售大區(qū)；在培養(yǎng)銷售代理忠誠(chéng)度的同時(shí),更加重視利用網(wǎng)絡(luò)和電子商務(wù),提供特色渠道及優(yōu)質(zhì)用戶服務(wù)以打造直銷渠道等。
[Abstract]:The development of domestic civil aviation industry has many disadvantages, such as relying on middlemen, expanding the direct sales business share slowly, the terminal control is insufficient, and the homogeneity competition is serious for a long time. This paper takes China Eastern Airlines as the visual angle, through comparative research, qualitative and quantitative research methods, combined with the domestic air transport market development trend, analyzes the latent reform factors. This paper studies the main characteristics of the development trend of airline sales channels in the future, analyzes and ponders the mode and reform direction of marketing channel management of large network airlines, and puts forward the necessity and implementation path of establishing domestic regional sales system in China Eastern Airlines. In addition, from the perspective of meeting the needs of strategic implementation of the company, the paper puts forward three strategic roles that need to be played by the regional sales system of China Eastern Airlines. The purpose of this paper is to analyze the international and domestic environment, draw lessons from the successful experience, propose that the current China Eastern Airlines sales system can be changed, decentralized competition, regional decision-making inflexible, high sales costs, Profit squeeze and other current effective sales strategy, so as to stand firm in the fierce global aviation business development. The core part of the paper is the establishment of China Eastern Airlines sales control system and the development of China Eastern Airlines regional sales system strategy. The first three chapters provide theoretical and data support for these two core parts. The core point of view put forward in this paper is: China Eastern needs to make full use of the opportunity of regional economic development according to its network layout, locate the core market, key market, hunt market and potential market accurately, take "aviation service integrator" as the driving force, To improve the ability of direct sales and online sales, to establish the three-level sales management system of headquarter, regional and sales department, and to build up five sales regions of East, North, South, Northwest and Southwest relying on the pattern of domestic regional economic development; While cultivating the loyalty of sales agent, we should pay more attention to making use of network and electronic commerce, providing characteristic channel and high quality customer service to create direct selling channel.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F562.6

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本文編號(hào)：2251393