东方航空公司机票营销渠道优化策略研究

【作者】 丁欣；

【导师】 蒋青云；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2013， 硕士

【摘要】 本文以东方航空公司为案例,研究了其在市场变化、技术变革和媒体变形的时代,如何重新设计机票营销渠道和优化渠道管理的问题。笔者在回顾和分析东航营销现状及其渠道问题的之后,借鉴价值细分法对东航的机票市场进行了重新细分,并进一步对我国机票销售市场进行了细致的产业竞争分析。在此基础上,较全面地提出了东航营销渠道的优化策略。笔者认为,东方航空公司首先应该针对每一细分市场,综合设计最有效的营销渠道,以形成有效的混合渠道结构；其次,要在大力推进机票直销的同时,与传统机票分销商(包括网上旅行代理商)和新型机票销售平台建立联盟关系,以稳定机票营销的主渠道；第三,要充分重视新技术、新媒体时代的营销渠道创新,通过社交媒体和移动互联等方式展开新型客户关系建设,以应对未来的营销渠道的挑战；第四,要改善混合渠道的运行机制,努力实现渠道的精益化管理。更多还原

【Abstract】 Using China Eastern Airlines as a case, this study investigates how it re-designs the marketing channels of the airplane tickets and optimizes the channel management issues, in the changing market, technological revolutionas well as the era of media transform.After the review and analysis of the China Eastern Airlines’ marketing status and its channel problems, the author re-segments the China Eastern Airlines’ ticket market through the perspective of customer rvalue segmentation, and further conducts a detailed industry competitive analysis for the ticket sales in China market. On this basis, a relatively comprehensive optimization strategy of the China Eastern Airlines’ marketing channels is provided.The author suggests that:TheChina Eastern Airlines should first comprehensively design the most effective marketing channels for each segment, in order to build an efficient mixed channel structure. Secondly, while they vigorously promote the ticket outlets, they must also collaborate between the traditional ticket distributors (including Online Travel Agents) and a new ticket sales platform to build alliances in order to stabilize the main channel of the ticket marketing. Thirdly, they must pay full attention to the innovation of the era of new technology, new media marketing channels, expand new customer relationships through social media and mobile Internet, and build to cope with the challenges of the future of marketing channels. The last but not the least, they must improve the operational mechanism of the mixed channel, and strive to achieve the lean management of channels.更多还原