The Marketing Channel Research On Passenger Traffic Of China Southern North Branch

In 2008,the three civil aviation groups have 27.9 billion deficit which is caused by several effects such as oil fare increase, restrain of the Olympic Games safeguard in civil aviation market demand and the worldwide financial crisis at the end of last year. The civil aviation enters the unprecedented severe winter period. In regard with too many unfavorable factors such as fast capacity increase, market demand decrease and constantly rising cost, it becomes a common understanding for all the airlines to make a good use of the favorable conditions to strengthen the channel construct.This thesis makes a detailed analysis on the development of passenger transport market of China Southern Airlines Northern Branch. Regarding the relative sales channel management theory, the deep research is made on sales channel management and channel member conditions in China Southern Airlines Northern Branch. Combining with the extensive materials and contrast analysis, it is concluded on the great problems on the sales channels in differentiating the aim group, channel structure management mechanism, and the channel members in ShenYang, combining with the sales channel the aviation passenger transport marketing products into high and low points, we conclude three are feasible channel structures in each high and low points by using "Commodity Characteristics and Concurrent System". And channel structure scheme is chosen to suit for the marketing environment in China Southern Airlines Northern Branch by using "Direct Qualitative Differentiation". Combining with the sales channel member choice and management theory, choice standard and encouragement, examine rules for the three VIP agents which are one of the channel members. At last, according to the established sales channel tactics and structure changes, relative measures combined with channel tactics implement are proposed.This thesis emphasizes on the practical appliance, the analysis result and tactics implement and suited to practice. I hope that according to the investment for the marketing sales channel tactics in China Southern Airlines Northern Branch there are much helpful methods for the airlines to use in the sales channel construct to improve the marketing controlling and competitive power.