Research On The Design And Mangement Of Marketing Channel About International Passenger Flight Of CA Shanghai

At present, there exist such phenomena in the regional domestic flight market that the products in general are of serious homogenization, resources are difficult to obtain, and the means of competition are one-fold. In the fierce competitive environment, more and more airlines have come to realize that the marketing channels are the key to the competitive advantage.This thesis analyzes the CA's development in the international passenger flight market in Shanghai.. By referring to the marketing channel management theory, conducting in-depth study of the CA marketing channel management and channel members of the status quo, as well as having a wide range of information sourcing and in-depth interviews, this dissertation identifies CA's deficiency in marketing channel strategy, structure, channel management as well as control and management of channel members..Based on an analysis of the current marketing channels of the international passenger flight market in Shanghai and the status of channel members, and with reference to the classic marketing channel structural design theory, the dissertation divides the flight products into two categories, the high-end and low-end. With the application of"Judgment Heuristic Approach","The Characteristics of Goods and Parallel Systems Theories", the dissertation identifies three kinds, a total of six types of feasible marketing channel structures for CA in Shanghai, and chooses the one that suits best under the current situation by using the "Major Factor Score" law. The selection criteria and evaluation system of cooperative sales outlets are established with the reference to the theories of marketing channel member selection and management. In addition, the products, pricing, promotion principles are also formulated. In conclusion, the dissertation proposes specific implementation principles and steps in response to the structural changes of CA's marketing channel for international flight passenger market in Shanghai.With this research, the thesis aims to promote CA's expansion in the international passenger flight market in Shanghai, and provide useful reference for other airlines'development of regional marketing channel.