Net Marketing Channel Strategy Of E-commerce Of Sc Corporation

With the rapid development of the Chinese economy and the widespread application of internet, the informatization level of civil aviation industry enhances unceasingly, especially the simplified business movement with the representative of the electronic ticket, which has led to the rapid development of civil aviation electronic commerce, and the marketing channels present more and more disintermediation tendency. To research the measures that should be taken by the Shandong Airlines in the progress of this channel reform, has the important meaning for the airline enterprises to raise level of marketing channel management and increase the market competitive power.Using the basic theory of the E-commerce and Marketing Channel Management, this paper researches the strategy of choosing the net-marketing channels of e-commerce by SC. The paper has 6 chapters.Chapter 1 and 2 expound the background and significance of the research hereinafter, the train of thought and methods of this research, the innovation of this paper, and the summary of the basic theory literature of E-commerce and marketing channels.Chapter 3 analyses the net marketing environment, marketing channels condition, the differences and relation of traditional and net marketing channels, problems that will meet and the reasons of SC.Chapter 4 and 5 researches the determination of the target market, the option of the net marketing channels, the management and promotion of the net marketing channels.Finally, summarizes the main conclusion of this research.First, to develop the direct selling mode by full use of B2C net platform combined with the offline service, set the new direct-selling and distribution mode that have wide market coverage and flat structure.Second, at the present stage, SC should take differences between centralization strategies in the domestic target market; take the difference strategy in Shandong and online market, and at the same time pay attention to the online micro marketing.Third, a higher level development of the domestic civil aviation e-commerce needs the foundation of the macro environment of network application and the promotion of the netizens maturity. In some key cities in eastern coastal developed region and the Midwest, the B2C and B2B marketing channels should be promoted first.This paper gives the scientific suggestion of market management and decision to the SC, based on the analysis and location of the network marketing environment, characteristics, target market and the latest situation of the marketing channels. Also for other civil aviation transport enterprises, this research provides important references.