Research On Optimization Strategy Of Direct Channel Of Airline In Mobile Internet Background

By the increase in civil service capacity,high cost and market demand decline and other factors,the airline must adjust the original marketing strategy to survive and develop.With the development of economic globalization and alliance,the development of airline passenger transport marketing channels is facing major changes.The development of mobile Internet and the diversification of passenger demand make the distribution of products and services of traditional agents can not adapt to the current social development and market competition.In the Civil Aviation Authority "to take down the" policy to promote and enhance the direct sales channels,and gradually reduce the distribution of agents to become the focus of the airline marketing channel strategy.Based on this,this research is based on the theory of marketing channel,and it is of great significance to explore the optimization strategy of direct channel of airlines in the context of mobile Internet,to effectively manage the channels of airlines,to reduce agent fees,to cultivate passenger brand loyalty and to establish market competitive advantage significance.Firstly,this paper expounds the background,significance and purpose of the research on the optimization strategy of direct channel in the mobile Internet.Secondly,it summarizes the related theories and concepts related to the theory of marketing channel and the basic concept of airline channel,and focuses on the research status of airline marketing channel and so on as the theoretical basis of follow-up research.Thirdly,it summarizes the present situation of the marketing channel of civil aviation industry under the background of mobile Internet,analyzes PEST analysis of the marketing environment of airlines,and compares the advantages and disadvan,tages of distribution agents and direct sales channels,and summarizes the policy of " The promotion of the status of China's direct sales channels and the need for direct channel optimization,followed by mobile Internet operators on the impact of marketing channels.Fourthly,we introduce the case analysis of Xiamen Airlines Co.,Ltd.,and put forward the current situation and existing problems of Xiamen Airlines direct sales channel on the basis of the analysis of Xiamen Airlines,organization structure,products and services,and discuss in detail the causes of direct channel problem The Fifth,the mobile Internet background Xiamen Airlines direct marketing channel optimization strategy,around the Xiamen Airlines marketing strategy,Xiamen Airlines direct sales channel construction goals and development planning and other content,focusing on Xiamen Airlines direct marketing channel optimization strategy and security strategy.Based on the comprehensive analysis method,the case analysis method and the market research method,this paper takes Xiamen Airlines as an example,and puts forward the practical channel optimization scheme based on the marketing channel theory.But the airline's direct selling problem is a very important issue,this article may be just the beginning of this study,in the future study,you can try to improve the efficiency of direct channel management and other issues to carry out follow-up study.