山东航空公司的营销策略研究

发布时间：2018-07-03 04:12

本文选题：山东航空 + STP　；参考：《东华大学》2017年硕士论文

【摘要】：随着近几年国家经济的持续高速增长,我国民航业仍然在蓬勃发展的黄金阶段,民航已经成为大众出行的一个重要选择,高速发展也伴随着行业模式的变革,推动着大众化消费时代的到来。截至到2016年底,中国民航全行业运输飞机期末在册架数达到2933架,比上年增长了283架,未来的飞机架数还将以这样的速度继续增长,这也为行业带来了布局过剩的现实局面。山东航空股份有限公司作为以山东地区为主基地的全国性航空公司,经过二十二年的健康发展,连续十年保持盈利,已拥有波音系列等各型飞机100架,并建立了覆盖全国的大三角航线网络结构。随着民航业竞争不断加剧,高铁网络的冲击,低成本航企的迅速发展,山航要想在十三五创造更辉煌的战绩,就必须创新营销服务模式,提高内部管理效率,全面提升企业的核心竞争力。本文第一章对论文的研究背景、研究意义、研究方法及技术路径进行了阐述,指出山航营销策略的先进和合理将对进一步提高公司的经营水平和效益水平具有积极作用;第二章介绍了本文相关理论内容,包括STP理论,7Ps营销以及O2O营销理论,为后面的研究分析提供了理论依据;第三章从宏观的环境分析、消费者以及行业的竞争环境等各方面进行了现状分析,并针对山航自身提出了营销工作中存在的问题,产品结构单一、定价策略不够先进、渠道转型期的控制力问题以及促销策略不足等;第四章针对山航营销过程中的问题,通过市场细分,以及服务营销的七个部分详尽阐述了营销策略的实施;第五章对营销策略实施需要进行的保障工作提出了自己的五点建议,并最终提出调研之后的结论,以及对未来民航市场营销工作的展望。
[Abstract]:With the sustained and rapid economic growth in recent years, China's civil aviation industry is still in the golden stage of vigorous development, civil aviation has become an important choice for mass travel, high-speed development is accompanied by the transformation of the industry model. Promote the arrival of the age of mass consumption. By the end of 2016, the total number of aircraft in the industry at the end of the year had reached 2933, an increase of 283 compared with the previous year. The number of aircraft shelves in the future will continue to grow at this rate, which has also brought about a reality of excess layout for the industry. Shandong Airlines Co., Ltd., as a national airline based mainly in Shandong, has maintained profitability for 10 consecutive years after 22 years of healthy development. It already has 100 aircraft of various types, such as Boeing series. The network structure of the big triangle route covering the whole country is established. With the increasing competition in the civil aviation industry, the impact of the high-speed rail network, and the rapid development of low-cost airlines, if Shanghang wants to create more brilliant results in the 13th Five-Year Plan, it must innovate its marketing service model and improve its internal management efficiency. Improve the core competitiveness of enterprises. The first chapter expounds the research background, research significance, research methods and technical path of the thesis, and points out that the advanced and reasonable marketing strategy of Shanhang will play a positive role in further improving the management level and benefit level of the company. The second chapter introduces the relevant theoretical contents of this paper, including STP theory 7Ps marketing and O2O marketing theory, which provides the theoretical basis for the later research and analysis. This paper analyzes the current situation of consumers and the competitive environment of the industry, and puts forward the problems existing in the marketing work in view of Shanhang itself, the product structure is single, the pricing strategy is not advanced enough, The fourth chapter, aiming at the problems in Shanhang's marketing process, elaborates the implementation of marketing strategy through market segmentation and seven parts of service marketing. The fifth chapter puts forward five suggestions to guarantee the implementation of marketing strategy, and finally puts forward the conclusion after the investigation, and the prospect of the future civil aviation marketing work.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F562.6

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