大韩航空公司沈阳地区货运营销策略研究

发布时间：2018-05-07 14:46

本文选题：价格策略 + 产品策略　；参考：《东北大学》2012年硕士论文

【摘要】：2008年经济危机之后,全球国际航空货运市场面临着新的挑战,市场竞争进一步加剧。中国的宏观经济很适合国际航空货运的发展。但随着欧美经济的下滑,严重影响了欧美乃至全球的空运量。沈阳作为东北地区的经济枢纽城市,更是重要的国际出口货物口岸之一。受国际经济环境的影响,出口量受到限制。而且随着沈阳航空业的逐渐开放,越来越多的航空公司进入沈阳,导致竞争加剧。如何在激烈的市场竞争中,采取有效地营销手段提高市场占有率,取得领先地位,对于大韩航空公司而言,是一个严峻话题。本文首先介绍了国内外的研究现状和背景,并对市场营销的相关理论进行了阐述。然后分析了大韩航空公司沈阳地区货运概况与营销现状。在此基础上,对宏观环境,产业与竞争环境,微观环境等营销环境进行了分析。接下来探讨了大韩航空沈阳地区货运的营销目标,市场细分和目标市场的选择,市场定位。提出了具体的市场营销策略与实施方法。希望可以通过有效地分析和市场营销策略选择,提高大韩航空公司沈阳地区货运的竞争优势,提高市场占有率和利润。
[Abstract]:After the economic crisis in 2008, the global air cargo market is facing new challenges, the market competition is further intensified. China's macro economy is very suitable for the development of international air cargo. However, with the decline of the European and American economies, the volume of air transportation in Europe and the United States and the world has been seriously affected. Shenyang, as an economic hub city in Northeast China, is one of the most important international export ports. Under the influence of the international economic environment, export volume is restricted. And with the gradual opening of Shenyang aviation industry, more and more airlines enter Shenyang, resulting in intensified competition. How to improve the market share and gain the leading position by effective marketing means in the fierce market competition is a severe topic for Korean Airlines. This paper first introduces the domestic and foreign research status and background, and the related theory of marketing. Then it analyzes the general situation and marketing status of Shenyang area cargo of Korean Airlines. On this basis, the macro environment, industry and competition environment, micro environment and other marketing environment are analyzed. Then, the paper discusses the marketing target, market segmentation, target market selection and market positioning of Korean Air Shenyang area freight. Put forward the concrete marketing strategy and implement method. It is hoped that the competitive advantage of Shenyang area freight transportation and market share and profit can be improved through effective analysis and marketing strategy selection.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F563.126

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