某公司民航工程设计院营销策略研究
发布时间：2018-11-18 14:41
【摘要】：2009年金融危机后,全球的航空市场开始重新出现增长。2011年,中国民用航空局发布了“中国民航第十二个五年计划”,提出了中国民航的发展框架,预计到2015年底,全国的运输机场达到230个,覆盖全国90%的经济总量,83%的人口和81%的县级行政单元。2012年,国务院发布了《国务院关于促进民航业发展的若干意见》,为中国民航行业的发展指明了科学发展的大方向。在中国民用航空局和各地方人民政府的推动下,全国各地积极建设完善的民用机场体系和客货运网络。未来国家对于机场建设的投资力度依然很大,并且中国对海外的投资合作主要集中在铁路、公路、机场等基础设施建设领域。在低空开放的趋势下,通用航空成为热门,众多投资商进入该行业,引进通用制造企业、建设通用机场、建立培训学校等,创造了很多基础设施建设项目。这些机遇给某公司民航工程设计院的发展带来很好的机会。但是该院的上级公司是一家大型国有设计院,其管理体系、市场营销体系等受上级公司的影响和制约很大,没有完全与市场接轨,依然存在着国有企业的弊端。但是,该院的业务基本上全部来源于市场,在经济新常态下,按市场规律办事、深度融入市场是必然的大趋势。所以,进行该院的营销策略研究很有实用价值。 作者从民航工程建设领域基本概念情况入手,全面分析了目前民航工程建设的内外环境,并对民航工程设计院的优势、劣势进行分析,根据民航工程设计院现状,提出该院的营销策略,并提出保证这些营销策略实施的保障。 营销学理论比较多,其中最经典的是4Ps理论。该理论适用于工程设计类企业。鉴于工程设计类企业属于服务型企业,本文也重点应用7Ps理论。作者结合某公司民航工程设计院的特点以及营销学经典理论,总结出了适合民航工程设计院的的营销策略,介绍了每个策略的实施方法,并提出保障这些策略实施的措施。
[Abstract]:After the financial crisis of 2009, the global aviation market began to grow again. In 2011, the Civil Aviation Administration of China issued the 12th Five-Year Plan of China Civil Aviation, which proposes the development framework of China's civil aviation industry, which is expected to reach the end of 2015. The country has 230 transport airports, covering 90 percent of the country's total economic output, 83 percent of the population and 81 percent of the administrative units at the county level. In 2012, the State Council issued the State Council's opinions on promoting the Development of the Civil Aviation Industry. For the development of China's civil aviation industry pointed out the direction of scientific development. With the help of the Civil Aviation Administration of China and the local people's governments, all over the country are actively building a sound civil airport system and passenger and freight network. In the future, China's investment in airport construction will remain strong, and China's overseas investment cooperation will mainly focus on railway, highway, airport and other infrastructure construction areas. In the trend of low altitude opening, General Aviation has become a hot topic. Many investors have entered the industry, introduced general manufacturing enterprises, built general airports, established training schools, and created a lot of infrastructure construction projects. These opportunities for the development of a company's civil aviation engineering design institute brings a good opportunity. However, the superior company of the institute is a large state-owned design institute, its management system, marketing system and so on are greatly influenced and restricted by the superior company, and are not completely in line with the market, and still exist the malpractice of the state-owned enterprise. However, the business of the hospital basically comes from the market. Under the new normal state of economy, acting according to the law of the market, it is inevitable to integrate deeply into the market. Therefore, the research of the marketing strategy of the hospital is of practical value. Starting with the basic concepts in the field of civil aviation engineering construction, the author comprehensively analyzes the internal and external environment of civil aviation engineering construction, and analyzes the advantages and disadvantages of civil aviation engineering design institute, according to the present situation of civil aviation engineering design institute. Put forward the marketing strategy of the hospital and guarantee the implementation of these marketing strategies. There are many marketing theories, among which the most classical one is 4Ps theory. This theory is suitable for engineering design enterprises. In view of engineering design enterprises are service enterprises, this paper also focuses on the application of 7Ps theory. Combined with the characteristics of civil aviation engineering design institute of a company and the classical theory of marketing, the author summarizes the marketing strategies suitable for civil aviation engineering design institute, introduces the implementation methods of each strategy, and puts forward the measures to ensure the implementation of these strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
[Abstract]:After the financial crisis of 2009, the global aviation market began to grow again. In 2011, the Civil Aviation Administration of China issued the 12th Five-Year Plan of China Civil Aviation, which proposes the development framework of China's civil aviation industry, which is expected to reach the end of 2015. The country has 230 transport airports, covering 90 percent of the country's total economic output, 83 percent of the population and 81 percent of the administrative units at the county level. In 2012, the State Council issued the State Council's opinions on promoting the Development of the Civil Aviation Industry. For the development of China's civil aviation industry pointed out the direction of scientific development. With the help of the Civil Aviation Administration of China and the local people's governments, all over the country are actively building a sound civil airport system and passenger and freight network. In the future, China's investment in airport construction will remain strong, and China's overseas investment cooperation will mainly focus on railway, highway, airport and other infrastructure construction areas. In the trend of low altitude opening, General Aviation has become a hot topic. Many investors have entered the industry, introduced general manufacturing enterprises, built general airports, established training schools, and created a lot of infrastructure construction projects. These opportunities for the development of a company's civil aviation engineering design institute brings a good opportunity. However, the superior company of the institute is a large state-owned design institute, its management system, marketing system and so on are greatly influenced and restricted by the superior company, and are not completely in line with the market, and still exist the malpractice of the state-owned enterprise. However, the business of the hospital basically comes from the market. Under the new normal state of economy, acting according to the law of the market, it is inevitable to integrate deeply into the market. Therefore, the research of the marketing strategy of the hospital is of practical value. Starting with the basic concepts in the field of civil aviation engineering construction, the author comprehensively analyzes the internal and external environment of civil aviation engineering construction, and analyzes the advantages and disadvantages of civil aviation engineering design institute, according to the present situation of civil aviation engineering design institute. Put forward the marketing strategy of the hospital and guarantee the implementation of these marketing strategies. There are many marketing theories, among which the most classical one is 4Ps theory. This theory is suitable for engineering design enterprises. In view of engineering design enterprises are service enterprises, this paper also focuses on the application of 7Ps theory. Combined with the characteristics of civil aviation engineering design institute of a company and the classical theory of marketing, the author summarizes the marketing strategies suitable for civil aviation engineering design institute, introduces the implementation methods of each strategy, and puts forward the measures to ensure the implementation of these strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
【共引文献】
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