XX航空公司客运营销渠道调整策略研究

发布时间：2018-04-16 19:33

本文选题：XX航空公司 + 营销渠道　；参考：《云南大学》2013年硕士论文

【摘要】：源于2008年的金融危机,导致我国经济增速放缓,我国航空运输业的发展也面临巨大的挑战。2013年上半年国内四大航空企业的主营业务均处于亏损状态,民航业依然处于寒冬期。面对经济增速放缓、高铁的冲击,以及民航业内航班运力投入增加、市场需求不断下滑和航空公司成本居高不下等因素的影响,各航空公司都必须调整原有的营销模式以求得生存和发展。加强渠道建设、调整已不适应目前市场环境的营销渠道也成为了XX航空公司发展中面临的重要问题。本文就是在上述背景下,以营销渠道相关理论为依据,通过对国内外行业发展的对比,以及对XX航空公司现有客运市场营销渠道的分析,找出XX航空公司营销渠道管理存在的问题,然后分析了XX航空公司目前的营销环境并结合公司总的发展战略,最终提出XX航空公司客运营销渠道发展的整体思路及具体对策。笔者希望通过对XX航空公司客运市场营销策略的研究,提高公司的核心竞争力,并为民航企业在某一地区的营销渠道建设提供一些参考和借鉴。
[Abstract]:As a result of the financial crisis in 2008, the economic growth rate of our country slowed down, and the development of China's air transportation industry also faced a huge challenge. In the first half of 2013, the main business of the four major domestic aviation enterprises were in a state of loss, and the civil aviation industry was still in the cold winter period.In the face of the economic slowdown, the impact of high-speed rail, the increase in flight capacity in the civil aviation industry, the declining market demand and the high cost of airlines,All airlines must adjust their original marketing model to survive and develop.To strengthen the channel construction and adjust the marketing channel which can not adapt to the current market environment has also become an important problem faced by XX Airlines in its development.Under the above background, based on the relevant theories of marketing channels, this paper compares the development of domestic and foreign industries, and analyzes the existing passenger transport marketing channels of XX Airlines.This paper finds out the problems existing in the marketing channel management of XX Airlines, then analyzes the current marketing environment of XX Airlines and combines with the overall development strategy of the company, and finally puts forward the overall thinking and concrete countermeasures for the development of the marketing channel of XX Airlines passenger transport.The author hopes to improve the core competitiveness of XX airline through the study of the marketing strategy of passenger transportation, and to provide some reference for the construction of marketing channel in a certain area.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F562.6

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