Air China Southwest Company Passenger Marketing Channels Is Discussed

General trend of world civil aviation development and new circumstance of China joining the WTO makes it a necessity that China civil aviation opens up the air transport market, thus, our civil aviation industry will be confronted with unprecedented competitive pressure. However, China civil aviation industry has been under administrative protection of the government for a long time, so that the overall level and individual strength are both far behind that of foreign airline companies. Transport capability distribution is decentralized, enterprises are lagging behind on transforming economical mechanism, the internal structure is unreasonable, the management work is coarse, domestic market competition is out of order, and especially the passenger transport marketing channel is extremely in chaos. The author has a viewpoint, that is, one critical aspect of improving passenger transport market captivity of airline companies is the strategy of discussing and establishing customer-focused multi-elemental passenger transport marketing channels on the basis of analysis of the current passenger transport marketing channels. This leads to the motivation of the author to research on passenger transport market captivity of airline companies.The work described in this paper adopts the marketing management thoughts of Mr. Philip?Kotler as the principle basis of the analysis, the establishment and management of marketing channels of the National Aviation Southwest Company as basic content of the analysis. It implements optimized management of customer-focused marketing channels by selection, control and manage of marketing channels, based on the analysis of the features of civil aviation product, consumer purchase behavior, customer delivery value and customer relations value. Fundamental reasoning and logical structure of this paper:at first,briefly introduce the situation of air passenger transport marketing channels; then, discover problems by situation investigation of the air passenger transport marketing channels of the National Aviation Southwest Company, and analyze the existing problems; on the basis of theoretical research, discuss the theoretical framework and the marketing channels model of establishing the air passenger transport marketing channels of the National Aviation Southwest Company, and analyze how the National Aviation Southwest Company, facing the changing situation, to select, build, manage and control the air passenger transport marketing channels of its own in the situation of furious market competition; in the end, by research and analysis, explicitly propose a resolution to the problem of the air passenger transport marketing channels of the National Aviation Southwest Company.This paper has four chapters. Chapter One, by briefly introducing general characteristics of air passenger transport marketing channels and the structure model of air passenger transport marketing channels of foreign and domestic airline companies, discuss and analyze the basic situation of current air passenger transport marketing channels of the National Aviation Southwest Company.Chapter Two, by circumstance analysis of the air passenger transport marketing channels of the National Aviation Southwest Company, pointing out the existing problems of current air passenger transport marketing channels mode.Chapter Three, according to the basic concept of customer delivery value theory, marketing channel efficiency theory and relationship value theory, a basic frame system is presented to solve the marketing channel of passenger transportation for Southwest Airline: that is to establish the customer-focused marketing channels model.Chapter Four, based on the framework of establishing themulti-elemental air passenger transport marketing channels model of competitive advantage, proposing the specific strategy of establishing the customer-focused air passenger transport marketing channels.The conclusion and contribution of this paper is to establish, with respect to the specific circums...