南航吉林分公司营销策略研究

发布时间：2018-03-07 16:49

本文选题：民航运输　切入点：STP理论　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：民航运输业属于交通运输领域,是重要的生产服务部门,是我国经济社会发展重要的战略产业。目前我国航空运输规模居亚洲第一,世界第二,但我国民航业起步较晚、基础薄弱,短时间内行业快速增长带来的结构性矛盾问题日益凸显,虽然我国已是名副其实的航空大国,但与航空强国的目标还存在很大差距。南航作为国有三大骨干航空公司之一,是目前国内飞机数量最多、航线网络最密集、运送旅客人数最多的航空公司,当下时期也是南航迈向国际一流航空公司的历史关键期。作为南航十五家分公司之一,南航吉林分公司是吉林省唯一的基地航空公司,二十多年始终致力于吉林省航空运输市场的繁荣发展。近年来随着国内外各大航企将目光投入二、三线城市市场,南航吉林分公司市场份额逐年下滑,加之自身经营管理方面的诸多问题,分公司行业领先地位不保,区域优势消失殆尽,已严重影响公司的竞争力和可持续发展能力。如若不创新求变,很有可能湮灭于新一轮的改革发展浪潮之中。本文首先从民航业历史发展的大背景出发,通过对民航业各个历史阶段的发展历程的概述引出当下研究南航吉林分公司营销策略的现实意义,并在学习和总结国内外相关领域研究的成果的基础上,指出本文要采用理论联系实际、定量分析与定性分析相结合等研究方法;其次运用4PS理论,从产品、价格、渠道和促销四个方面揭示南航吉林分公司营销工作中存在的问题,后从宏观环境及行业环境两方面分析营销问题产生的外在原因,并使用SWOT分析方法具体指出分公司的优势、劣势、机遇与挑战;最后指明分公司发展要依靠精准的市场细分策略,要在服务、产品、价格、渠道、促销及品牌建设等六个方面下功夫,并在组织结构、人力资源、财务管理及技术支持方面做好配套工作,保证营销策略的落地实施。本文以市场营销和战略管理经典理论为依托,结合南航吉林分公司的内外发展环境,对南航吉林分公司的经营状况进行分析,找出其营销领域存在的问题,并提出针对性的解决方案,制定相应的营销策略,形成研究结论:一方面对南航吉林分公司在新形势下,把握机遇,提升企业竞争力,保持行业领先地位,带动吉林省民航业发展具有重要意义;另一方面可为身处深化国有企业改革大背景下的东北地区民航业发展提供参考。
[Abstract]:The civil aviation transportation industry belongs to the transportation domain, is the important production service department, is the important strategic industry of our country's economic and social development. At present, our country's air transport scale ranks first in Asia and the second in the world, but the civil aviation industry of our country starts relatively late. The foundation is weak, and the structural contradictions brought about by the rapid growth of the industry in a short period of time have become increasingly prominent, although China is already a major aviation country worthy of its name. However, there is still a big gap with the goal of a strong aviation power. As one of the three key state-owned airlines, China Southern Airlines is currently the airline with the largest number of domestic aircraft, the most dense air route network, and the largest number of passengers. As one of China Southern's 15 branches, China Southern Jilin Branch is the only base airline in Jilin Province. For more than 20 years, we have been devoting ourselves to the prosperous development of air transportation market in Jilin Province. In recent years, as the major domestic and foreign airlines put their attention to the second and third tier city market, the market share of Jilin Branch of China Southern Airlines has been declining year by year. In addition, due to the many problems in its own management, the branch's leading position in the industry and the disappearance of its regional advantages have seriously affected the competitiveness and sustainable development ability of the company. It is very likely to be annihilated in a new wave of reform and development. This paper starts from the background of the historical development of the civil aviation industry. Through the summary of the development course of each historical stage of the civil aviation industry, it draws the realistic significance of the current research on the marketing strategy of Jilin Branch of China Southern Airlines, and on the basis of studying and summarizing the research results of related fields at home and abroad, It is pointed out that this paper should adopt the research methods of integrating theory with practice, combining quantitative analysis with qualitative analysis, and then using 4PS theory to reveal the problems existing in the marketing work of Jilin Branch of China Southern Airlines from four aspects: product, price, channel and promotion. Then it analyzes the external reasons of marketing problems from two aspects of macro environment and industry environment, and points out the advantages, disadvantages, opportunities and challenges of branch companies by using SWOT analysis method. Finally, it is pointed out that the development of branch companies must rely on accurate market segmentation strategy, work on six aspects, such as service, product, price, channel, promotion and brand building, as well as organizational structure, human resources, etc. Financial management and technical support to ensure the implementation of marketing strategies. Based on the classical theory of marketing and strategic management, combined with the internal and external development environment of Jilin Branch of China Southern Airlines, This paper analyzes the operating situation of Jilin Branch of China Southern Airlines, finds out the problems existing in its marketing field, puts forward targeted solutions, formulates corresponding marketing strategies, and forms a research conclusion: on the one hand, it makes a study of Jilin Branch of China Southern Airlines in the new situation. It is of great significance to seize the opportunity, improve the competitiveness of enterprises, maintain the leading position of the industry and promote the development of civil aviation industry in Jilin Province. On the other hand, it can provide a reference for the development of civil aviation industry in Northeast China under the background of deepening the reform of state-owned enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F274

【相似文献】