山东航空公司微信营销研究

发布时间：2018-03-10 19:52

本文选题：微信　切入点：营销创新　出处：《西北大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前国内航空业由于运力增长高于客源增长、客源需求发生明显的分层变化等因素,航空公司之间竞争压力不断增强,航空公司的营销创新越发重要。微信营销方法应用体系的建立,将成为航空公司实现营销创新能力提升、获取移动互联市场竞争优势的重要方法之一。本文使用营销最常用的4P理论、服务营销的7P理论以及客户为中心的4C理论等作为通用理论基础,并充分融合微信营销的行业应用研究。使用文献法、访谈法、问卷法、数据收集与分析法、评价指标体系验证等手段,对山东航空公司应用微信进行营销进行研究,具体从营销产品体系设计、微信营销体系设计、微信营销体系实施与部署等几个部分展开。论文根据通用营销理论和微信相关的行业应用,结合山东航空公司的营销现状和目标初步设计出山东航空公司微信营销产品体系,然后依据该产品体系展开微信营销体系设计以及实施与部署的研究。通过访谈、问卷等方式实现数据收集分析,对之前根据理论搭建的体系模型进行验证和修订,最终得出了较为完善的山东航空公司微信营销体系。本论文通过对以微信为代表的社交媒体相关理论和实践的探索,初步形成国内航空公司垂直业务领域如何建立起微信营销产品体系的新型理念。对国内航空企业进行微信营销体系建立所需要把握的核心要素点进行总结,尝试探索出一个利用新兴移动互联网产品来丰富完善航空公司自身营销体系建设提供发展方向的借鉴。
[Abstract]:At present, due to factors such as higher capacity growth than passenger source growth and obvious stratification of passenger demand in the domestic aviation industry, competition pressure among airlines is constantly increasing. The establishment of the application system of WeChat marketing method will become one of the important methods for airlines to improve their marketing innovation ability and gain the competitive advantage of mobile internet market. This paper uses the most commonly used 4P theory of marketing, the 7p theory of service marketing and the customer-centered 4C theory as the general theoretical basis, and fully integrates the industry application research of WeChat marketing, using literature method, interview method, questionnaire method, etc. By means of data collection and analysis, evaluation index system verification, and so on, this paper studies the application of WeChat in Shandong Airlines marketing, including the design of marketing product system, the design of WeChat marketing system, and the design of WeChat marketing system. According to the general marketing theory and the application of WeChat related industries, combining the current marketing situation and target of Shandong Airlines, the paper preliminarily designs the marketing product system of Shandong Airlines WeChat. Then according to the product system, WeChat marketing system design and implementation and deployment research. Through interviews, questionnaires and other ways to achieve data collection and analysis, to verify and revise the previous system model built according to the theory. Finally, a more complete Shandong Airlines WeChat marketing system. This paper explores the theory and practice of social media represented by WeChat. Initially forming a new concept of how to establish the WeChat marketing product system in the vertical business field of domestic airlines, and summarizing the core elements needed to be grasped in the establishment of the WeChat marketing system for domestic aviation enterprises. Try to explore a new mobile Internet products to enrich and improve the airline's own marketing system to provide a reference for the development direction.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F562.6

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