Research On The Diagnosis And Optimization Of K Airlines Marketing Channel In Greater China

This article takes K Airline as an object to study the issues exposed in its channel design and management in the context of market changes,technological changes,"Internet +" and the Covid-19 epidemic in Greater China: channel design and management outdated by changes and developments in market demand;channel management is weak,and agency violations occur frequently.It seriously affects the K airline's direct marketing channel performance and brand image in Greater China,therefore it's channel design and management need to be optimized urgently.Firstly,this article analyzes the current status of K Airline 's marketing channel design and management in conjunction with relevant literature theory,and then analyzes the macro environment and channel competition.Then through the questionnaire survey on ticket purchasers,in-depth interviews with channel vendors and company employees to diagnose and analyze the cause of the problem then find out the problems of K Airline' s marketing channels in channel design and management.Finally,try to put forward the overall thinking,specific plans and guarantee measures of marketing channel optimization.On this basis,the introduction of this paper is firstly introduced: including the topic selection background and research significance,research objectives and contents,research methods and technical routes,relevant literature on mixed marketing channels of airlines,marketing channel design of airlines and marketing channel management,which lays a theoretical foundation for this research.Secondly,it analyzes the current situation of marketing channel design and management,macro environment and channel competition of K airline.Again,through the questionnaire and in-depth interview method to diagnosis and analysis,found the cause of the problem: passenger behavior characteristics have significant changes at the same time also bring about changes in consumer demand,the direct channel design and single user experience is poor,weak direct channel personalized service can't meet the demand of market,OTI(Opportunity To Improvement complaints)increase gradually and policies published during the Covid-19 outbreak exposed channel management issues,so as to find the problems of channel design lagging behind the changes and development of market demand and frequent violations by agents with weak channel management.Finally,the channel optimization research of K airline was sorted out,and specific optimization scheme and safeguard measures were proposed.Optimization scheme includes: strengthen the direct channel and take the lead in the introduction of intelligent call center system,enhance the user experience,innovative channels,using new distribution capacity meet the individual needs of passengers,to establish the core agent,subdivide the passenger ticket,reduce customer churn,strengthening the management agent violation behavior and developing the international major emergency response plan,strengthen the dialogue and communication between the channel member;In the end,this paper summarizes and points out the deficiency of the research.Through the formulation of marketing channel optimization plan for K airlines,it is an important purpose of this paper to further improve the development strategy of marketing channel under the background of the new era,improve market competitiveness,solve the contradictions and conflicts between channels,and improve the ability to cope with major international emergencies.At the same time,it also provides a theoretical reference for foreign airlines to enter the greater China region in the future.