上海J民营航空公司营销策略研究

发布时间：2018-04-27 03:38

本文选题：民营航空 + 上海J航空公司　；参考：《广西大学》2017年硕士论文

【摘要】：由于近些年我国经济和居民收入增长较快,对于民航运输业的需求与日俱增。但是在激烈的民航运输市场中,提及上海J民营航空公司,很多旅客并未熟知甚至都未听说过这家民营航空运输企业。因为对比国内南方航空、东方航空、深圳航空、山东航空等国有大中型航空运输企业,上海J航空公司在全国民航运输市场上影响力较小。作为民营航空公司,J航空公司机队规模相对较小,缺乏航线和航空时刻资源,市场议价能力较弱和品牌知名度较低,因此要想在竞争激烈的航空市场获得一席之地,必须从营销管理为出发点提升企业的市场竞争力。本文以上海J民营航空公司为研究对象,分析在当前经济环境下,上海J航空公司的营销策略所存在的问题并提出优化。文章结构共分为三个部分:第一部分绪论简要分析目前国内的航空运输发展现状,说明论文选题的背景、目的以及意义。从航空运输业的市场研究和中国民营航空的市场营销研究以及相关文献综述等方面展开,为本论文的研究提供有力的理论基础。进而阐明研究的内容、方法以及创新之处。第二部分从中国民营航空市场的特征出发,针对上海J航空公司的营销环境(内部和外部)开展分析研究。然后再结合SWOT和五力模型分析法,探讨上海J航空公司的运营现状以及存在的问题和面临的挑战。第三部分,运用STP营销策略分析法论述上海J民营航空公司的目标市场和定位,同时结合营销组合4P策略,就上海J民营航空公司的营销策略进行探索优化。通过对上海J民营航空公司当前的营销环境和策略进行分析优化,给J航空公司的未来发展提供营销建议,为J航空公司管理层决策提供一定的借鉴和参考,同时探索出一条适合我国民营航空公司发展的营销策略道路,为我国航空运输业的研究领域进行一些探索性研究。
[Abstract]:Due to the rapid growth of economy and residents' income in China in recent years, the demand for civil aviation transportation industry is increasing day by day. But in the fierce civil aviation market, referring to Shanghai J private airline, many passengers have not known or even heard of the private air transport company. Compared with China Southern Airlines, China Eastern Airlines, Shenzhen Airlines, Shandong Airlines and other large and medium-sized air transport enterprises, Shanghai J Airlines has less influence in the national civil aviation transport market. As a private airline company, the fleet of airlines is relatively small, lack of airline and aviation resources, weak bargaining power in the market and low brand awareness. Therefore, in order to gain a place in the highly competitive aviation market, Must promote the market competition ability of the enterprise from the marketing management as the starting point. This paper takes Shanghai J private airline as the research object, analyzes the problems existing in the marketing strategy of Shanghai J airline under the current economic environment and puts forward the optimization. The structure of the paper is divided into three parts: the first part briefly analyzes the development of domestic air transport, explains the background, purpose and significance of the topic. From the air transport market research, China private aviation marketing research and related literature review and other aspects, to provide a strong theoretical basis for the study of this paper. And then clarify the research content, methods and innovations. The second part analyzes the marketing environment (internal and external) of Shanghai J Airlines from the characteristics of private aviation market in China. Then, combined with SWOT and five-force model analysis, this paper discusses the current operation status, existing problems and challenges of Shanghai J Airlines. The third part discusses the target market and positioning of Shanghai J private airline by using STP marketing strategy analysis, and explores and optimizes the marketing strategy of Shanghai J private airline combined with the 4P strategy of marketing combination. Through the analysis and optimization of the current marketing environment and strategy of Shanghai J private airline, it provides marketing suggestions for the future development of J airline, and provides certain reference and reference for the management decision of J airline. At the same time, it explores a marketing strategy road suitable for the development of private airlines in China, and carries out some exploratory research for the research field of China's air transportation industry.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F562.6

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