本论文研究的是基于渠道竞争角度如何提高深圳航空公司（以下简称深航）网络直销比例。近年来，随着互联网、电子客票的普及和电子银行业务迅猛发展，极大促进了航空机票销售行业网络销售的发展。无论分销渠道和直销渠道，网络销售方式都已经成为主流。但分销渠道在深航销售渠道结构中占据绝对领先地位，左右着深航销售，航空公司对分销渠道的管理难度越来越大，对航空公司带来极大的威胁。调整渠道结构，发展网络直销，平衡分销与直销比例，成为深航长期发展的必然方向。本文首先通过对国内外渠道竞争和网络直销理论的研究，得出了渠道竞争的关键因素是构建竞争优势。在此指导下，通过分析国内航空公司机票销售渠道发展过程，参考国外网络直销发展经验，并梳理了航空公司网络直销的的流程，发现构建我国航空公司网络直销渠道竞争优势的关键因素是满足目标细分市场需求。通过对航空客运市场进行细分，得出了四个主要细分市场。而后从渠道竞争角度，运用SWOT分析法对深航网络直销与网络分销渠道的优劣势进行了深入分析，分别找到了深航网络直销渠道与网络分销渠道差异化、并且难以复制的核心竞争优势和目标客户群体。其中深航网络直销渠道的核心竞争优势为服务资源优势和价格优势，主要目标客户群体为高频高价客户，次要目标客户群体为高频低价客户。网络分销渠道的核心竞争优势为上下游整合能力和业务范围优势，主要目标客户群为高频平价客户，次要目标客户群体为高频低价客户。并据此提出深航网络直销的战略为差异化战略，针对高频高价客户和高频低价客户的渠道竞争策略分别为产品差异化策略和价格差异化策略。本文希望能够对提高网络直销在所有销售渠道中的比例起到帮助作用，降低对分销渠道的依赖，增强公司核心竞争力，顺利实现公司制定的发展目标。

This paper is based on the point of how to improve the competition of channel of Shenzhen Airlines ( hereinafter referred to as the deep boat ) network direct proportion. In recent years, with the advent of the Internet, electronic passenger ticket and the popularity of electronic banking business swift and violent development, greatly promoting the airline sales industry network marketing development. Regardless of the distribution channels and direct sales channels, network marketing mode has become the mainstream. But distribution channels in Shenzhen Airlines sales channel structures occupy the absolute leading position, left deep boat sales, the airline of the distribution channel management is getting more and more difficult, the airline brings great threat. Adjustment of channel structure, the development of network marketing, distribution and direct sales ratio balance, become the inevitable trend of development of deep boat long.This article through to the domestic and foreign competitive channel and network marketing theory, the marketing channel competition is the key factor to construct competitive advantage. Under the guidance of this, through the analysis of the domestic airline ticket sales channel development process, with reference to foreign network marketing development experience, and combing the airline network of direct sales process, found that construction of our country airline network marketing channel competitive advantage is the key factor to meet target fractionize market demand.The aviation passenger market fractionize, got the four major market segments. Then from the angle of channel competition, using the SWOT analysis of Shenzhen Airlines direct sales network and distribution network advantages and disadvantages of channels is analyzed, respectively, to find deep boat network direct marketing channels and networks the difference of distribution channel, and it is difficult to copy the core competitive advantage and the target customer groups. The deep navigation network marketing channel's core competitive advantage for the service resource advantage and price advantage, the main target customer groups for high frequency high customer, secondary target customer groups for high frequency low customer. Network distribution channel's core competitive advantage for the upstream and downstream integration capabilities and business advantages, the main target groups of clients for high parity customers, secondary target customer groups for high frequency low customer. And then puts forward the deep boat network marketing strategy for the differentiation strategy, to the high frequency high frequency low customer and customer channels competition strategy for product differentiation strategy and differentiation strategy.In this paper, we hope to be able to improve the direct sales network in all sales channels in proportion to help reduce dependence on, distribution channels, enhance the company's core competitiveness, the smooth realization of company's development goals.