Research On The Marketing Channel Management Of Hainan Airlines

Under the international trend of economic globalization, starting from the1980s, China’s air transport industry has continued to grow in the course of reform, with air travel demand continuing to improve and increasingly intense competition in the market. From the perspective of developed countries or regions in the global economy, air transport has been belonging to the mature industry, while in the economically developing countries (including China), it belonging to the rising stage of development of the industry. In order to remain invincible in the highly competitive market environment, China’s civil aviation transportation enterprises must have an irreplaceable means of marketing as core competency. But the current air transport industry has a increasing products homogenization level, close prices and the same promotions, only the marketing channel is difficult to imitate and copy. Therefore, the marketing channel in the targeted market of enterprises played an increasingly important role. Intangible product marketing channel are different from physical products marketing channels, but also as a channel for manufacturers and end customers, plays a crucial role. One feature of air transport products is embodied in the same time of their production processes with consumption processes, products manufacturing after the sale, and not as inventories. So it is critical to improve marketing channel management of air transport enterprises.This thesis analyzes the market marketing environment of Chinese civil aviation transport enterprises based on discussing the concepts and theores of marketing channel management; then introduces the status quo of Hainan Airlines Company, analyzes the problems and their causes or effect factors that exist in the marketing channels, and put forward the overall idea for the construction of Hainan Airlines marketing channel; Finally the countermeasures and suggestions of Hainan Airlines marketing channel management are put forward on the facilities, personnel and training, incentive and constraint, etc.