Economic Analysis On The Evolvement Of Air-ticket Marketing Channels Under The Background Of Internet

Before airline ticket agency industry,tickets were mainly sold by ticket offices built by airlines in China.In 1985,with the rapid development of the civil aviation industry,ticket sales agents came into being and gradually became the main channel for airline ticket sales.Until 2012,the total sales of ticket agents accounted for 80%of the air tickets in China.With the rapid development of electronic commerce and mobile Internet and the promotion of electronic ticket in recent years,the channel of air ticket sales has also changed.Online sales have become the mainstream of air ticket sales.According to statistics,in 2015,77%of the ticket sold through the network.Qunar and Ctrip occupy 26%and 25%of the market share and separate the top two.Four big airline officials net only occupy 11%of the market share,which is far below the equal size of foreign airlines more than 50%of the direct selling ratio.In 2015,SASAC put forward the hard task of "lifting direct sales and lowering distribution" to the three major airlines.In March 2016,the main airlines announced discontinuing cooperation with Qunar.The competition between direct selling and distribution channels was more and more hot.In October 17th of the same year,Qunar announced the resumption of cooperation with the airlines,but in terms of product form,it has changed into an online distribution channel of airlines from the original third party price comparison platform.Whether deeper economic reasons to be behind the choice of the ticket sales channel;what pattern future ticket sales market will show;these are the problems to be studied in this article.In this context,the purpose of this paper is to systematically describe the development and changes of air ticket sales channels in China combining the current situation of domestic air ticket sales channels.On this basis,the reasons for the evolution of air ticket sales channel and the future development trend are studied by related theories of bilateral market and vertical restriction,combining the basic research framework of time and space economics.In the economic analysis part of this paper,first of all,the spatial and temporal attributes of aviation products and transactions are analyzed.The fundamental reason for air ticket agents transforming into new intermediaries is paying attention to individual needs.The Integration of information services and resources makes the transaction cost lower and the match of resources and demand in time and space better.It implements the organic integration of data resources and physical resources.The difference on the information process between domestic and foreign is compared and the rule of development is extracted.In fact,it is a dis-intermediation game between the producers and agents and the key role is the relationship between physics and information.The Internet has improved the information capacity of the producers,but at the same time,it has also enhanced the competitive ability of the platform enterprises from the perspective of consumption demand.In this part,we also analyze the significance of big data on airline ticket sales from the two perspectives of personas and scene.Secondly,it collated the vertical price limit of the airline and the reverse price control of the agent during the evolution of the channel,and took the "war" between Qunar and airlines as an analysis case to further clarify the mechanism of the vertical restriction.Thirdly,we use two sided market theory to build a model to analyze the earnings of OTA enterprises before and after integrating into air transport industry.In the model analysis,the market is oligopoly and the network externality is taken as the main variable.The motive of the vertical integration of the oligopoly platform in the bilateral market is the change of the profit and the number of the users.At the same time,it analyzes how to choose platform to trade for bilateral users according to utility maximization.The research results show that the platform which implementing vertical integration strategy is superior to the un-implemented platform in terms of profit or user number.In reality,Ctrip became a shareholder of China Eastern Airlines and LY.com planned to build air company,which also confirmed this conclusion.Finally,based on the above analysis,the market pattern of the future ticket sales in China is predicted.Under the internet background,the direct selling ratio of the airlines will further increase accompanied by the reduction of the distribution ratio.But the distribution will not die out and the future ticket sales market presents a multi-channel pattern.Under the academic background of the research on air ticket sales channels centering on enterprise management and marketing,this paper studies the evolution of air ticket sales channels from an economic perspective.