为准确把握航空公司混合营销渠道发展现状及演化趋势,通过定性和定量方法分析了航空公司混合营销渠道的类型、特征和发展现状,并结合影响航空公司混合营销渠道演化的关键因素,推演其未来演化趋势,从而为航空公司等渠道主体的渠道决策提供参考. 研究结果显示:航空公司混合营销渠道将仍以分销为主,但将呈现寡头竞争局面;互联网渠道将成为最重要渠道并将催生更佳购票体验;针对旅客和各渠道主体的渠道产品将进一步丰富,并朝着多样化、个性化方向发展;航空公司将继续加强直销力度以争夺企业客户资源.%To exactly understand the current situation and development trend of hybrid channels in airlines, this study analyzes the types, current situation and characteristics of airlines' hybrid channels through qualitative and quantitative methods. Then, it deduces the future's evolution trend of airlines' hybrid channels on the basis of its current situation and key factors which have important impact on the evolution of airlines' hybrid channels, thus providing suggestions for channels' owners such as airlines in making decision for hybrid channels. The results show that distribution channels are mainly hybrid channels in airlines, but with oligopoly competition; internet channels become the most important channels, leading to better purchase experience for customers. The study suggests that products in hybrid channels aiming at customers and channels' owners will be more abundant, meanwhile evolving towards diversity and personalization, and the airlines will continue strengthening direct selling implementation and airlines will strive for the enterprise customer resources.
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