An Optimal Study On Marketing Channel Of Tianjin Area For CA

Accompanied by economic globalization process of accelerated, and China's economy continues to grow rapidly in recent years, the air transport of passenger demand grows rapidly. 2010 World Exposition in Shanghai and the Asian Games in Guangzhou, as the large international activities of the leading role, growing an unprecedented huge demand in Civil Aviation. Meanwhile, in recent years, popularized E-commerce, increased speed railway and rapid developed highway brings great challenge to Airlines. However, in marketing process of the airline passenger service market, product homogenous problem exists with the general. The ways and means stimulate the distribution channel is relatively single. Along with the twelfth five-year-plan outline for national economic and social development of the People's Republic of China, the growing momentum of civil aviation industry development is expected to persist. And regional market competition will be more fully and vehemence. In this situation, some airlines more clearly realized that: In the serious background of the company's sale "product homogenous problem ", to win the competition must be a differentiation of competitive advantage. The competition between airlines will not only exist in the airline, light model, and onboard services, but also will focus on the distribution channel. Airlines will by the source control to promote market share and profit level.Under the above environment, the civil aviation market growth of Tianjin area is analyzed in this thesis. On the basis of the study related to the impact channel theory, the marketing channels status and members of CA Tianjin area is analyzed. Through the depth interview and by referring large amount of materials, the problems and inadequate of CA Tianjin area marketing channels, from policy to the structure, from the management to members, is excavated.After the analysis of marketing channels status and members of CA Tianjin area, with the relevant channels design theory, the air passenger products is divided into different levels. On this basis, by uses "product properties and parallel system" and "method for direct conducting qualitative difference", six CA Tianjin area channels structure are arranged. Through "Equally important factor" method, a suitable design of Tianjin area in the present situation is preferred out. With the related theories of channel members management and selection, the standard of choosing the ticket office partners for cooperation, and daily management of grading system is established. In the end, the implementation of specific proposals and procedures and principles to the adjusted CA Tianjin area marketing channels structure is established.