Research On The Optimization Of Marketing Channel Strategy Of Shandong Airlines Under The Background Of Electronic Commerce

At present, domestic airlines annual capacity growth rate far greater than the market demand growth, the competition between airline increasingly fierce. Therefore, how to build marketing channel, the accurate implementation of the optimal channel strategy, becomes the key link to promote the level of profit.Airlines in the past long channel in the process of operation, the main goal of concentrated development channel online, the distribution system has become the main mode of the traditional marketing channel. In twenty-first Century, with the rapid development of Internet technology, e-commerce technology, the traditional airlines marketing channel is faced with opportunities and challenges. At present, the airlines need to difference, value with e-commerce technology to build the marketing channel, channel optimization strategy, enhance the competitiveness of a company.Shandong airlines as the object of study, to explore the optimization strategy of Shandong airline marketing channel under the background of electronic commerce key. In the research content, combined with Shandong airline’s own characteristics, the use of literature research, the value chain analysis methods, five forces model analysis method and research tools, on the strategic management theory, marketing channel management theory as a foundation, analyzed the Shandong airline’s internal and external environment, and the traditional marketing channel advantage, inferior position, opportunity and lack of. On the basis of this, this article on the marketing mode of the existing mainstream e-commerce market in one one was introduced, and according to the characteristics of the current mode, carding and choice of Shandong aviation e-commerce marketing model. Point out the Shandong aviation should be to build the B2C website marketing channel mode, e-commerce based on marketing channel mode of cooperation mode of wireless channel model OTA booking system, mobile phone client platform as the core, and to realize the continuous upgrading. Finally, suggestions were given the countermeasure to the marketing channel integration online marketing channel strategy optimization, offline marketing channel strategy optimization, and the line, and points out that the marketing channel integration of online and offline is a necessary path to realize the optimization of the marketing channel strategy of Shandong airlines under the background of electronic commerce.Shandong airline company as the research object, study on strategy for optimization of marketing channel, on the one hand to provide theoretical support for deepening the research on marketing channel of airlines, to provide the theoretical basis for the comprehensive development of the future marketing channel airways; on the other hand, clarify ideas for marketing channel of Shandong aviation development, with the help of line of marketing channel integration, promote company competitiveness. Innovation is a perfect at present, the domestic theoretical research about the marketing channel strategy of airlines under the background of electronic commerce; on the other hand, in view of the electronic commerce on the airline’s influence, from online marketing channels, marketing channels and the offline online and offline channel integration three aspects, a new strategy to promote the development of marketing channels respectively. Given, put forward a new constructive suggestions.