内蒙古空港贵宾服务有限公司服务营销研究
发布时间：2018-07-24 12:13
【摘要】：2008年以来,国际金融危机持续洗礼,随着全球经济增速放缓,国际金融风暴等效应导致旅游市场萎缩。经济环境恶化导致需求疲软,客运量、货运量双重下降。同时,伴随着我国航空业对外开放步伐的加快,我国的航空市场中吸引了国内外资本的进入,国内航空业市场出现了前所未有的激烈竞争。作为发展较晚、实力较弱、缺乏经验的机场贵宾服务行业,其发展与国内外航空业市场息息相关,对于内蒙古空港贵宾服务有限公司(以下简称内蒙古贵宾公司)来说,其不但要面对来自国内本行业的竞争,同时,还要面临自身资源短缺、属地市场饱和等困境,如何制定出适合自身特点的市场营销战略,开拓市场、巩固市场成为企业发展当务之急。本文将结合我国航空运输市场、航空服务市场的现状,将服务营销理论与内蒙古贵宾公司运营现状相结合,提出了适合公司发展的服务营销组合策略。 本文首先分析了中国民航市场的经营环境,并离析出目前内蒙古贵宾公司面对的外部机遇和挑战,在此基础上,通过设置调查问卷调查的方法,提炼出公司的内部优势和劣势,并通过SWOT分析,提出公司的服务营销策略,具体来说,目前：内蒙古贵宾公司目前的市场定位应为公务旅客和休闲旅客服务上,使用服务营销的理念,通过提高服务质量、丰富服务产品、重视服务人员的遴选、培养,应提高员工满意度、理顺服务流程、重视与顾客之间的信息互动等营销策略来提升服务质量。最后提出相关的对策和建议。
[Abstract]:Since 2008, the international financial crisis has continued to baptize, with the global economic growth rate slowed, the international financial turmoil and other effects of the tourism market shrinking. Deterioration of the economic environment led to weak demand, passenger traffic, freight volume dual decline. At the same time, with the acceleration of the pace of opening to the outside world of our country's aviation industry, China's aviation market has attracted the entry of domestic and foreign capital, and the domestic aviation industry market has appeared unprecedented fierce competition. The development of the airport VIP service industry, which is relatively late, weak and inexperienced, is closely related to the domestic and foreign aviation market. For Inner Mongolia Airport VIP Service Co., Ltd (hereinafter referred to as Inner Mongolia VIP Service Company), It not only faces the competition from the domestic industry, but also faces the difficulties of its own shortage of resources and saturation of the territorial market. How to formulate a marketing strategy suitable for its own characteristics to open up the market, Consolidation of the market has become an urgent matter for the development of enterprises. According to the current situation of air transportation market and aviation service market in China, this paper combines the theory of service marketing with the present operating situation of Inner Mongolia VIP Company, and puts forward the service marketing combination strategy suitable for the development of the company. This paper first analyzes the operating environment of China's civil aviation market, and separates the external opportunities and challenges faced by Inner Mongolia VIP Company at present. On this basis, by setting up a questionnaire survey method, the paper abstracts the internal strengths and weaknesses of the company. Through the analysis of SWOT, the paper puts forward the service marketing strategy of the company. Specifically, at present, the current market orientation of Inner Mongolia VIP Company is to use the concept of service marketing to improve the service quality. In order to improve the service quality, we should enrich the service products, attach importance to the selection and training of service personnel, improve the satisfaction of employees, rationalize the service flow, and attach importance to the information interaction between customers and other marketing strategies to improve the service quality. Finally, the relevant countermeasures and suggestions are put forward.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6;F274
本文编号：2141343
[Abstract]:Since 2008, the international financial crisis has continued to baptize, with the global economic growth rate slowed, the international financial turmoil and other effects of the tourism market shrinking. Deterioration of the economic environment led to weak demand, passenger traffic, freight volume dual decline. At the same time, with the acceleration of the pace of opening to the outside world of our country's aviation industry, China's aviation market has attracted the entry of domestic and foreign capital, and the domestic aviation industry market has appeared unprecedented fierce competition. The development of the airport VIP service industry, which is relatively late, weak and inexperienced, is closely related to the domestic and foreign aviation market. For Inner Mongolia Airport VIP Service Co., Ltd (hereinafter referred to as Inner Mongolia VIP Service Company), It not only faces the competition from the domestic industry, but also faces the difficulties of its own shortage of resources and saturation of the territorial market. How to formulate a marketing strategy suitable for its own characteristics to open up the market, Consolidation of the market has become an urgent matter for the development of enterprises. According to the current situation of air transportation market and aviation service market in China, this paper combines the theory of service marketing with the present operating situation of Inner Mongolia VIP Company, and puts forward the service marketing combination strategy suitable for the development of the company. This paper first analyzes the operating environment of China's civil aviation market, and separates the external opportunities and challenges faced by Inner Mongolia VIP Company at present. On this basis, by setting up a questionnaire survey method, the paper abstracts the internal strengths and weaknesses of the company. Through the analysis of SWOT, the paper puts forward the service marketing strategy of the company. Specifically, at present, the current market orientation of Inner Mongolia VIP Company is to use the concept of service marketing to improve the service quality. In order to improve the service quality, we should enrich the service products, attach importance to the selection and training of service personnel, improve the satisfaction of employees, rationalize the service flow, and attach importance to the information interaction between customers and other marketing strategies to improve the service quality. Finally, the relevant countermeasures and suggestions are put forward.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6;F274
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，本文编号：2141343
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