浅谈对航空公司机票直销的认识.doc

摘要 现在很多人都习惯通过航空公司网站查询机票的时间和价格，但多数人仍然选择传统的订票方式中国航空公司销售机票主要有两种形式：直接销售渠道和分销渠道。据中国民航资源网的数据显示前两种分销渠道占出票量的70%—80%，而航空公司的直销渠道只占出票量的10%—20%。随着中国民航业的快速发展，航空公司之间的竞争日趋激烈。虽然各个航空公司在持续增加自己的电子商务销售渠道，但在短时间还不会完全抛开机票代理商这个庞大的销售群。Now many people are used by airline ticket and website inquiry, but most people still choose the traditional way, namely to booking ticket agent or online business network transactions. China airline ticket sales there are two main types: direct sales channels and distribution channels. According to Chinas civil aviation website reported before two kinds of ticket distribution channels of 70% - 80%, and airline ticket sales channel accounted for only 10-20% of the amount. Along with the rapid development of Chinas civil aviation, aviation company is fierce competition between. Although all airlines in increasing their e-commerce sales channels, but still not completely in the short time of this huge aside ticket agent sales network. Upgrade platform for direct, airlines recently frequently and third-party payment. Airlines to achieve complete marketing is important, and large agents, both between direct way to achieve complete, and can achieve great market share. So in the face of global aviation market and the fierce market competition today, airlines will change their marketing concept, using the network marketing and call center function, and advertising strategies to improve market share. Keywords: Direct Third-party payment Advertising 目 录 摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．Ⅰ ABSTRACT ．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． Ⅱ 目录．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． Ⅲ 绪论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． Ⅳ 1.航空公司机票直销举步维艰的原因．．．．．．．．．．．．．．．．．．．．．．．．5 1.1现有支付方式成瓶颈．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5 1.2直销渠道受阻．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5 1.3宣传工作不到位．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．6 2. 航空公司机票直销的应对措施．．．．．．．．．．．．．．．．．．．．．．．．．．．6 2.1 借助第三方支付破局代理商“夺食”机票利润…… 为了将消费者吸