“互联网+”背景下航空公司混合营销渠道发展研究  

Research on the Development of Airline Hybrid Marketing Channels Based on the “Internet +”

作　　者：张菲菲[1] 胡荣[1] 陈琳[1] ZHANG Fei-fei HU Rong CHEN Lin(College of Civil Aviation, Nanjing University ofAeronautics andAstronautics, Nanjing 210016,China)

机构地区：[1]南京航空航天大学民航学院,江苏南京210016

出　　处：《广义虚拟经济研究》2017年第2期36-40,共5页Research on the Generalized Virtual Economy

基　　金：国家自然科学基金项目[NO.71201082];江苏省社会科学基金项目[NO.15GLC001]

摘　　要：近年来,"互联网+"因其跨界融合、创新驱动、重塑结构、尊重人性、开放生态等特点,适应了当今社会的发展潮流,成为各个领域热议的话题。本文围绕"互联网+"发展理念与趋势,研究航空公司混合营销渠道创新发展策略,深入分析了"互联网+"的概念以及特征,阐述了"互联网+"背景下国内外航空公司混合营销渠道发展的特点,结合"互联网+"的新优势提出了关系协调和整合优化策略,以期创新发展航空公司混合营销渠道的研究,进一步提高航空公司的综合竞争力。In the recent years, ＂Internet ＋＂ has become a hot topic in various fields because of its charac- teristics of cross-border integration, innovation-driven, reshaping structure, respecting for humanity and openness to ecology. This paper focuses on the development trend and the concept of＂Internet ＋＂, studies the innovation and development strategy of hybrid marketing channels, deeply analyzes the concept and char- acteristics of＂Internet ＋＂, and expounds the characteristic between the development of hybrid marketing channels of domestic and foreign airlines under the background of＂Internet ＋＂.Thus it proposes the relation- ship coordination and the integration optimization strategy combined with the new advantages of ＂Internet ＋＂. The purpose of this paper is to innovate and develop the hybrid marketing channels of airlines and to fur-ther enhance the comprehensive competitiveness of the airlines.

关 键 词：航空运输 混合营销渠道 “互联网+” 

分 类 号：F274[经济管理—企业管理] F561[经济管理—国民经济]