东航甘肃维修部市场营销策略研究
发布时间：2018-09-12 11:14
【摘要】：中国民航起步较晚,与之配套的飞机维修行业同样起步很晚,尚未形成产业化,更谈不上市场化。国内几家大的维修企业也是中外合资建厂,虽然中方在股份比例上占有优势,但维修技术、企业管理以及市场经验等方面对外依赖性很强。东航通过维修业整合,提出走“专业化、产业化、市场化”的发展思路,因此,本文研究的目标就是制定甘肃维修部市场营销策略,从而推广到全东航。 本文首先对营销组合、服务营销和关系营销等理论进行了简单的综述,形成研究理论体系和基础,并将所研究的相关理论应用于飞机维修基地市场营销实践当中,指导营销策略的制定和实施。其次,通过对甘肃飞机维修部的市场营销环境、企业及行业的发展状况、竞争环境、企业的内部条件进行了研究,明确了企业的优势和劣势,以及面临的机会和威胁,并将分析的结论作为制定营销策略的依据。最后,对甘肃飞机维修部的市场营销策略进行设计,主要是通过市场细分确定目标市场、市场定位和具体的营销目标,制定了相应的市场竞争策略和市场营销组合策略。本文的最大特点是对维修产品定价做了研究,制定定价政策以及如何做好定价工作是走市场化道路必不可少的一个环节,也是一个难点。
[Abstract]:China's civil aviation started late, and the aircraft maintenance industry also started very late, not to mention the industrialization, let alone the marketization. Several large domestic maintenance enterprises are also Sino-foreign joint ventures. Although the Chinese side has the advantage in the share ratio, the maintenance technology, enterprise management and market experience are highly dependent on the outside world. Through the integration of maintenance industry, China Eastern Airlines puts forward the development idea of "specialization, industrialization and marketization". Therefore, the goal of this paper is to formulate the marketing strategy of Gansu maintenance department, thus spreading to the whole Eastern Airlines. In this paper, the theories of marketing mix, service marketing and relationship marketing are briefly summarized, and the theoretical system and foundation of the research are formed, and the relevant theories are applied to the marketing practice of aircraft maintenance base. Guide the formulation and implementation of marketing strategy. Secondly, through the research on the marketing environment, the development situation of enterprises and industries, the competitive environment and the internal conditions of enterprises in Gansu aircraft maintenance Department, the advantages and disadvantages of enterprises, as well as the opportunities and threats faced by them, are clarified. And the conclusion of the analysis as the basis for the formulation of marketing strategies. Finally, the marketing strategy of Gansu aircraft maintenance department is designed, which mainly determines the target market, market positioning and specific marketing target through market segmentation, and formulates the corresponding market competition strategy and marketing combination strategy. The biggest characteristic of this paper is to study the pricing of maintenance products. Making pricing policy and how to do the pricing work well is an indispensable link and a difficult point to take the road of marketization.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F562.6
本文编号：2238834
[Abstract]:China's civil aviation started late, and the aircraft maintenance industry also started very late, not to mention the industrialization, let alone the marketization. Several large domestic maintenance enterprises are also Sino-foreign joint ventures. Although the Chinese side has the advantage in the share ratio, the maintenance technology, enterprise management and market experience are highly dependent on the outside world. Through the integration of maintenance industry, China Eastern Airlines puts forward the development idea of "specialization, industrialization and marketization". Therefore, the goal of this paper is to formulate the marketing strategy of Gansu maintenance department, thus spreading to the whole Eastern Airlines. In this paper, the theories of marketing mix, service marketing and relationship marketing are briefly summarized, and the theoretical system and foundation of the research are formed, and the relevant theories are applied to the marketing practice of aircraft maintenance base. Guide the formulation and implementation of marketing strategy. Secondly, through the research on the marketing environment, the development situation of enterprises and industries, the competitive environment and the internal conditions of enterprises in Gansu aircraft maintenance Department, the advantages and disadvantages of enterprises, as well as the opportunities and threats faced by them, are clarified. And the conclusion of the analysis as the basis for the formulation of marketing strategies. Finally, the marketing strategy of Gansu aircraft maintenance department is designed, which mainly determines the target market, market positioning and specific marketing target through market segmentation, and formulates the corresponding market competition strategy and marketing combination strategy. The biggest characteristic of this paper is to study the pricing of maintenance products. Making pricing policy and how to do the pricing work well is an indispensable link and a difficult point to take the road of marketization.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F562.6
【参考文献】
相关期刊论文 前3条
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3 周凯旋;;中国民用航空维修行业的发展[J];航空维修与工程;2011年05期
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