I 摘要 互联网的发展和普及推动了民航机票分销渠道的转型与升级。航空公司分销渠 道打破了时间和地域的限制，其理念和模式已然被颠覆。然而，当前航空公司在分 销渠道管理上仍存在着很多问题，如直销渠道建设过慢和对于线上分销渠道依附性 强。这不仅侵害了乘客的利益，亦影响了航空公司的市场形象。基于此，本文以河 北航空公司为例，探究了航空公司分销渠道所存在的问题、原因和改进措施，以期 为航空企业分销渠道的发展提供借鉴。本文所作主要工作如下： 1.归纳了河北航空公司在机票分销渠道管理方面存在的问题：第一，互联网背景 下，其分销渠道管理理念较为传统，仅将分销渠道视为机票销售的工具；第二，分 销市场集中度高，造成了河北航空大客户资源被分流；第三，对于代理商的管理与 规范仍存在不足之处，代理商违规操作行为频发。 2.通过文献研究法和问卷调查法相结合的方式，提出了河北航空公司在机票分销 渠道管理方面的优化措施并检验了实施效果： 第一，转变分销渠道管理理念，从“管 理”型转向“服务”型，将服务的理念渗透到分销渠道建设的各个环节。第二，对 代理商进行筛选，通过制定适宜的筛选标准和程序，选择更加优质的代理商。第三， 制定代理商培训制度，帮助代理商熟悉河北航空公司的管理政策、规章、信息软件 操作、产品知识和购票乘机等相关程序。第四，通过激励制度，激发代理商销售热 情，降低代理商违规行为发生的数量。第五，完善绩效评估制度，通过细化考评标 准和建立专管员制度，提升考评制度的公平性和灵活性。 关键词 河北航空；机票；分销渠道；问题研究；优化策略Abstract II Abstract The development and popularization of the Internet has promoted the transformation and upgrading in the field of the distribution channel of the civil aviation tickets. The distribution channel of the airlines has broken constraints of time and geographical, and its concepts and models have been overturned. However, there are still some problems in the distribution channel management of the airlines, such as" the construction of direct selling channel is too slow" and "it’s dependent on online distribution channel strongly", which not only affect the airlines market image, but also bring losses to passengers. Based on this, the thesis take the Hebei Airlines as an example to explore the problems, causes and improvement measures of the distribution channels of the civil aviation tickets by literature reading and questionnaire investigation methods in order to provide references for the further development and management of the aviation enterprises. Its main work is as follows: 1. Summarizing the problems that the Hebei Airlines exist in the distribution channel management of the civil aviation tickets: Firstly, the concept of the distribution channel management is still traditional under the Internet background, because it only regards the distribution channel as a ticket sales tool; Secondly, the distribution marketing is highly concentrated so that Hebei Airlines’ major customer resource is diverted; Thirdly, there is still much deficiency in the management and regulation for agents, and the violations of operations by agents is frequent. 2. Combining the literature research and questionnaire investigation, it proposed the improvement measures of the Hebei Airlines’ distribution channel management of the air tickets and tested the implementation effect: Firstly, changing the concept of distribution channel management from "management" to "service", and infiltrating the concept of service into all aspects of distribution channel construction. Secondly, Selecting agents in order to select more quality agents by formulating appropriate criteria and procedures. Thirdly, making a training planning for agents in order to help them know management policies, regulations, information software operation, product knowledge, and procedures related to ticket purchase and flight. Fourthly, making the incentive planning to stimulate sales enthusiasm for agents and reduce the violations. Fifthly, Improving the performance appraisal system to enhance the fairness and flexibility of the appraisal planning by refining the appraisal standards and establishing a special administrator planning.河北科技大学硕士学位论文 III Key words Hebei Airlines; air tickets; distribution channels; problem research; optimization strategy目 录 IV 目 录 摘要....................................................................................................................................I Abstract.................................................................................................................................II 第 1 章 绪 论...................................................................................................................1 1.1 研究背景..................................................................................................................1 1.2 研究意义..................................................................................................................2 1.3 国内外研究现状......................................................................................................2 1.3.1 国外研究现状...................................................................................................2 1.3.2 国内研究现状...................................................................................................3 1.4 技术路线图与研究方法..........................................................................................3 1.4.1 技术路线图.......................................................................................................3 1.4.2 研究方法...........................................................................................................4 1.5 论文创新点..............................................................................................................4 第 2 章 相关理论综述.......................................................................................................5 2.1 营销渠道和分销渠道定义......................................................................................5 2.2 分销渠道特点..........................................................................................................5 2.3 分销渠道设计..........................................................................................................5 2.4 分销渠道管理..........................................................................................................6 2.4.1 渠道成员筛选...................................................................................................6 2.4.2 渠道成员管理...................................................................................................6 2.5 PETS 模型................................................................................................................7 2.6 本章小结..................................................................................................................7 第 3 章 互联网背景下民航市场营销环境分析和分销渠道发展趋势...........................9 3.1 民航市场营销环境分析..........................................................................................9 3.1.1 政治环境分析...................................................................................................9 3.1.2 经济环境分析...................................................................................................9 3.1.3 社会环境分析.................................................................................................10 3.1.4 技术环境分析.................................................................................................11 3.2 互联网背景下民航客运分销渠道发展趋势........................................................13 3.2.1 分销渠道集中度大幅提高.............................................................................13 3.2.2 分销渠道份额呈现下降趋势.........................................................................13 3.2.3 代理商违规现象增加.....................................................................................14河北科技大学硕士学位论文 V 3.3 本章小结................................................................................................................14 第 4 章 河北航空分销渠道的管理现状及问题分析.....................................................15 4.1 河北航空公司概述................................................................................................15 4.1.1 河北航空公司简介.........................................................................................15 4.1.2 河北航空公司组织架构.................................................................................15 4.2 河北航空分销渠道数据情况................................................................................16 4.2.1 河北航空分销渠道销量占比现状.................................................................16 4.2.2 河北航空分销渠道违规数据情况.................................................................18 4.3 河北航空分销渠道管理政策................................................................................19 4.3.1 河北航空代理商激励政策.............................................................................19 4.3.2 河北航空代理商考核政策.............................................................................20 4.4 河北航空分销渠道存在的问题分析....................................................................21 4.4.1 渠道管理理念落后.........................................................................................21 4.4.2 分销渠道市场集中度较高.............................................................................22 4.4.3 代理商违规现象频发.....................................................................................22 4.5 本章小结................................................................................................................23 第 5 章 河北航空分销渠道改进策略.............................................................................25 5.1 转变分销渠道管理理念........................................................................................25 5.2 完善代理商筛选程序............................................................................................25 5.3 建立代理商培训制度............................................................................................26 5.4 实施多样化的激励管理........................................................................................27 5.4.1 制定白名单制度.............................................................................................27 5.4.2 加大违规处罚效用.........................................................................................27 5.5 完善绩效评估制度................................................................................................28 5.6 本章小结................................................................................................................28 第 6 章 河北航空分销渠道管理辅助措施.....................................................................29 6.1 推进信息化建设....................................................................................................29 6.1.1 改善软硬件设施.............................................................................................29 6.1.2 搭建代理商数据分析体系平台.....................................................................29 6.2 实施大客户管理战略............................................................................................29 6.3 政策评估效果检验................................................................................................30 6.3.1 政策实施前后变化.........................................................................................30 6.3.2 顾客满意度对比.............................................................................................31 6.4 本章小结................................................................................................................32目 录 VI 结 论.................................................................................................................................33 附 录.................................................................................................................................35