Research On Optimization Of China Eastern Airlines Network Marketing Channel Based On UGC Platform

In recent years,the rapid rise of network channel providers and the new changes of consumer groups have brought new challenges to the sustained development of airlines.Sharping drop in the handling charges of four major airline groups for agents has led to changes in the relationship between airlines and channel company,coupled with the personalized and customized of tourism with the development of the market.Therefore,the main focus of the distribution model of airlines has shifted to consumers.With the Internet is changing with each passing day,China Eastern has not been able to absorb advantages of the growth brought by the Internet.The user-generated content platform relying content has accumulated a large number of user groups and entered the online travel market as a user-portal.Therefore,China Eastern Airlines had taken as an example to explores how Eastern airlines can get back the initiative of online marketing channel with the help of UGC platform under the high wall of online traveling salesman.Firstly,airline resources,marketing strategy and overall marketing channel profile of China Eastern Airlines had been combed to expound its whole network channel system in detail.And to find out the problems existing in the network marketing channel of China Eastern Airlines by comparing the direct-distribution competitiveness of the three major airlines.What the possible problems had been found including insufficient use of direct marketing channels,lack of subdivision channel management,lack of channel control.Secondly,the basic goal of channel optimization of China Eastern Airlines network marketing channels and UGC platform channel value have been analyzed to demonstrate the inherent consistency between the channelization of UGC platform and the optimization of China Eastern Airlines network marketing channel.Meanwhile the potential of cooperation with China Eastern Airlines by taking tourism UGC have been analyzed as an example.Thirdly,by constructing the task-channel matching model and the consumer ticket purchase willingness model to answer two main questions,can the characteristics of UGC platform positively affect consumer ticket purchase behavior? does matching with consumer tasks generate channel preferences? By means of questionnaire survey,and then analyzed by descriptive statistical analysis,reliability,validity test and structural model analysis,the modified index optimization and the critical ratio optimization for the purchase intention model,the influence factors of passenger ticket purchase intention have been found out.And drawing the conclusion that the passenger preference to the channel depends on their task characteristics Finally,according to the conclusions of the previous empirical study and the current problems facing China Eastern Airlines,answers how China Eastern Airlines can optimize its network marketing channel with the help of UGC platform.The proposed strategies are as follows: developing strategic cooperation with UGC platform,establishing brand connection,draining different types of passengers,embedding self-built UGC platform in direct selling platform,making full use of the resources of UGC platform.