中川机场营销策略优化研究

发布时间：2018-05-29 22:06

本文选题：中川机场 + 市场竞争　；参考：《兰州大学》2017年硕士论文

【摘要】：作为民航运输系统的起迄点,机场是确保民航系统有效运转的重要载体,在重大活动及突发事件紧急运输中发挥着重要作用,是一个城市乃至地区的窗口和门户,在提升现代城市核心竞争力,全方位促进区域对外开放方面具有无可替代的作用。在如今交通运输高速的发展,机场面临的挑战不仅仅是行业内部,高速公路、高速铁路都是强有力的竞争者,如何才能抓紧客户,保证自身竞争力呢?答案是寻求机场营销的策略和方式,全面进入市场化竞争当中,不断壮大自身提高市场竞争力。中川国际机场位于甘肃省省会兰州市兰州新区中川镇,飞行区等级为4E,是甘肃省内唯一区域干线机场,对甘肃乃至整个西北地区航空运输的发展影响重大。笔者根据自身的工作实践和经验,通过分析现有的学术研究成果,对兰州中川国际机场(以下简称中川机场)市场营销策略进行研究,对其做了宏观环境、行业环境、内部环境的环境分析,并分别通过利用PEST、波特五力、SWOT分析工具对中川机场环境分析做了评价,最后根据评价结果结合中场机场现状选择中川机场营销策略目标方向并制定了较为完整的策略优化方案与策略保障措施。希望能抛砖引玉,为提高中川机场市场营销的竞争力做出一点贡献。
[Abstract]:As the starting and ending point of civil aviation transportation system, airport is an important carrier to ensure the effective operation of civil aviation system, plays an important role in major activities and emergency transportation, and is the window and gateway of a city or even a region. It plays an irreplaceable role in promoting the core competitiveness of modern cities and promoting regional opening to the outside world. With the rapid development of transportation, the challenges faced by airports are not only within the industry, highways, high-speed railways are strong competitors, how to grasp the customer, to ensure their own competitiveness? The answer is to seek the strategy and method of airport marketing, enter the market competition in an all-round way, and constantly strengthen oneself to improve the market competitiveness. Zhongchuan International Airport, located in Zhongchuan Town, Lanzhou New District, the provincial capital of Gansu Province, is the only regional trunk airport in Gansu Province and has a significant impact on the development of air transportation in Gansu and even the whole northwest region. According to my own work practice and experience, by analyzing the existing academic research results, the author studies the marketing strategy of Lanzhou Zhongchuan International Airport (hereinafter referred to as Zhongchuan Airport), and makes a macro environment and industry environment. Environmental analysis of the internal environment, and through the use of pest, Porter five forces SWOT analysis tools to evaluate the environment of Zhongchuan Airport, Finally, according to the evaluation results and the current situation of midfield airport, the target direction of Zhongchuan airport marketing strategy is selected, and a relatively complete strategy optimization scheme and strategy guarantee measures are formulated. Hope to be able to open a brick, to improve the competitiveness of Zhongchuan Airport Marketing to make a little contribution.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F274

【参考文献】