A航空公司在华营销策略研究

发布时间：2018-03-19 09:56

本文选题：航空公司　切入点：市场分析　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为国民经济的重要部分之一,航空运输业具有准公共特征;由于受到国家乃至全球经济的影响,同时对其关联的产业有着巨大影响,表现出行业周期性和经济相关性;对于从事具体航空运营的航空公司而言,市场竞争愈加剧烈,又具有市场化特征。随着中国经济的快速增长,人民生活质量的提高,航空运输以其快速、便捷、舒适、安全、机动和国际性等特点,作为大众出行的重要方式,尤其是在国际、长距离和地面交通不便地区以及应急救援运输等方面,扮演着越来越重要的角色。面对中国市场快速增长的航空运输需求以及日趋苛刻的服务要求,加上航空业内的竞争压力、以及其他运输方式的冲击,对于航空公司而言,如何深入分析航空市场需求并不断改进营销策略,提高航空运输服务质量,有着十分重要的实际意义和长远的战略意义。本文通过以在华开展航空运营服务的A航空公司为例,在国内外相关文献研究基础上,对同类型优秀航空公司的营销案例进行了客观分析,综合运用市场营销等相关理论知识,对A航空公司所在的营销环境进行了全面分析,并深入调研A航空公司营销策略现状,分析出在品牌形象、服务质量以及营销渠道等方面存在的问题。针对A航空公司在营销策略上存在的问题,本文提出了:(1)品牌形象方面,深度挖掘文化营销、体验营销,突出本国文化特色、融入中国文化元素,并增加高科技客舱体验,提高企业识别度,增加企业知名度;(2)服务质量方面,通过更多选择与其他航空公司代码共享的方式,提高航空运力覆盖度,实现航线网络扩展;同时在服务一体化上下足功夫,给乘客提供航空延伸服务,包括签证咨询服务、旅游咨询服务、酒店服务等一条龙服务,加大信息技术尤其是智能终端二维码技术在航空服务中的应用;在保证服务标准化的基础上,增加更为人性化、个性化的增值服务,包括餐食种类、专人接送服务、婴幼保姆服务等,实现差异化竞争优势;(3)营销渠道方面,对于传统线下代理商,精简数量,扶持销售额大、经营规范的代理商,加强培训和监管;对于OTA平台,加强对乘客的提醒以及妥善处理售后问题,积极利用信息技术开发直销渠道。
[Abstract]:As one of the important part of the national economy, air transport industry has the characteristics of quasi public; due to the impact of economic countries and the world, and have a huge impact on the related industry, showing the industry cycle and economic relevance; for specific aviation airlines, the increasingly fierce market competition, but also has the market with the rapid growth of economic characteristics. Chinese, improve people's quality of life, air transport with its fast, convenient, comfortable, safe, and international mobility, as an important side of mass travel, especially in international, long distance and ground traffic inconvenience and emergency rescue in transportation, plays a more and the more important role. With the rapid growth China market demand for air transport and the increasingly demanding service requirements, and the aviation industry competition pressure, and other transportation The impact for the airlines, to in-depth analysis of aviation market demand and improve marketing strategy, improve the air transportation service quality, have important practical significance and long-term strategic significance. This article through to the development of aviation service in China A airlines as an example, on the basis of related literatures at home and abroad the same type of marketing case, outstanding Airlines carried out an objective analysis, the integrated use of marketing theory, the airline A where the marketing environment is analyzed, and the in-depth research of A Airlines marketing strategy status of empty company, in the analysis of brand image, service quality and marketing channels and other aspects of the problem for A Airlines. The marketing problems, the paper puts forward: (1) the brand image, the depth of excavation of cultural marketing, experience marketing, outstanding national culture. China color, into the cultural elements, and increase high-tech cabin experience, improve enterprise recognition, increase their visibility; (2) the quality of service, sharing with other airline code through more ways, improve the air transportation coverage, route network expansion; at the same time in service integration under the foot, to the passengers provide Aviation extension services, including visa consulting services, travel service, hotel service all in one service, increasing the information technology especially the application of intelligent terminal two-dimensional code technology in aviation service; to ensure the standardization of services, increasing more humane, personalized value-added services, including the types of special meals, shuttle service, baby nanny services, to achieve competitive differentiation; (3) marketing channels, the line for the traditional agents, streamlining the number of support, sales agents, operating norms To strengthen the training and supervision, for the OTA platform, to strengthen the reminding of the passengers and to properly handle the after-sale problems, and actively use the information technology to develop direct channel.

【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F561;F274;F125

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