春秋航空公司服务营销研究
发布时间：2018-11-17 15:07
【摘要】：科特勒曾经指出,服务代表了未来市场营销管理和市场营销学研究的主要领域之一。市场经济已经进入“服务营销”时代,企业间竞争的焦点之一就是服务,服务是产生差异和摆脱初级竞争的有效和主要手段。 航空客运市场需求从总体上讲属于服务需求,航空服务市场营销适合采用7P服务营销组合。在针对春秋航空公司的现状进行营销策略研究之前,本文整理和归纳了营销组合理论的演变情况,为后文进行航空客运行业的服务营销分析奠定了扎实的理论根基。之后,从外部环境和内部环境两个方面,文章有针对性地探讨春秋航空公司基本情况,在外部环境迅速变化的背景下,春秋航空公司所面临的优势、劣势、机会和威胁,能够为制定有效的市场营销策略提供有价值的帮助。在把握春秋航空公司自身现状的基础上,本文对航空公司市场进行了细分,同时给予春秋航空公司的情况,在目标市场的选择上给予一定的建议,并在针对不同客户群的营销策略上也提供了适当的建议。最后,也是本文的重点之一,基于上述各章的阐述,本章以7P营销理论对春秋航空公司在各方面的具体营销方案和方法提出了有针对性的建议和措施,寄希望于改善目前春秋航空公司所面临的营销现状。 本文主要运用服务营销的市场细分及定位,研究了春秋航空公司应怎么才能建立和维护和客户之间的关系,通过实施关系营销策略,来提高高价值的顾客的忠诚度。通过分析服务的特征,服务营销组合从传统的4P组合发展到新的7P营销组合,重点分析了春秋航空公司应如何管理好服务的有形展示、服务的过程、服务中人员的问题。所有策略的有效实施都是要达到提升公司服务质量的目的,服务质量的高低决定着春秋航空公司在实施服务领先战略中是否具有竞争优势。 通过本文的理论研究、实地调研和论证分析,以科学的营销理论为依据为春秋航空公司从产品、价格、促销、渠道、有形展示、服务沟通和人员这七个方面提出了合理的改进性建议,能为春秋航空公司在未来的市场营销决策时提供可靠的参考依据,同时本文所涉及的航空客运行业的市场细分、目标市场的选择也能为航空客运行业的整体发展提供一定的参考价值,希望能为同行业的其它客运公司提供相关的帮助。
[Abstract]:Kotler has pointed out that services represent one of the main areas of future marketing management and marketing research. The market economy has entered the era of "service marketing", one of the focuses of competition among enterprises is service, service is the effective and main means to produce difference and get rid of the primary competition. The market demand of air passenger transportation belongs to service demand on the whole, and aviation service marketing is suitable to adopt 7p service marketing combination. Before researching the marketing strategy of Chunqiu Airlines, this paper summarizes the evolution of marketing combination theory, which lays a solid theoretical foundation for the service marketing analysis of aviation passenger transport industry. Then, from the two aspects of external environment and internal environment, the paper discusses the basic situation of Chunqiu Airlines, and the advantages, disadvantages, opportunities and threats faced by Chunqiu Airlines under the background of rapid changes in the external environment. Be able to provide valuable help in developing effective marketing strategies. On the basis of grasping the current situation of Chunqiu Airlines, this paper subdivides the airline market, gives the situation of Chunqiu Airlines, and gives some suggestions on the choice of target market. And in different customer groups of marketing strategies also provide appropriate advice. Finally, it is one of the key points of this paper. Based on the above chapters, this chapter puts forward some specific suggestions and measures on the specific marketing schemes and methods of Chunqiu Airlines in various aspects with the 7P marketing theory. Hope to improve the current Chunqiu Airlines facing the marketing situation. This paper mainly uses the market segmentation and positioning of service marketing to study how Chunqiu Airlines can establish and maintain the relationship with customers and improve the loyalty of high-value customers through the implementation of relationship marketing strategy. By analyzing the characteristics of service, the service marketing mix has developed from the traditional 4P combination to the new 7P marketing combination. The emphasis is put on how the Chunqiu Airlines should manage the visible display of the service, the process of the service, and the problems of the personnel in the service. The effective implementation of all the strategies is to achieve the purpose of improving the service quality of the company. The level of service quality determines whether Chunqiu Airlines has competitive advantage in implementing the service leading strategy. Through the theoretical research, field investigation and demonstration and analysis in this paper, based on the scientific marketing theory, the Spring and Autumn Airlines from the products, prices, promotions, channels, tangible display, Seven aspects of service communication and personnel put forward reasonable suggestions for improvement, which can provide a reliable reference for the future marketing decisions of Chunqiu Airlines. At the same time, this paper deals with the market segmentation of the air passenger transport industry. The choice of target market can also provide a certain reference value for the overall development of air passenger transport industry, hoping to provide relevant help for other passenger transport companies in the same industry.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F562.6
本文编号：2338226
[Abstract]:Kotler has pointed out that services represent one of the main areas of future marketing management and marketing research. The market economy has entered the era of "service marketing", one of the focuses of competition among enterprises is service, service is the effective and main means to produce difference and get rid of the primary competition. The market demand of air passenger transportation belongs to service demand on the whole, and aviation service marketing is suitable to adopt 7p service marketing combination. Before researching the marketing strategy of Chunqiu Airlines, this paper summarizes the evolution of marketing combination theory, which lays a solid theoretical foundation for the service marketing analysis of aviation passenger transport industry. Then, from the two aspects of external environment and internal environment, the paper discusses the basic situation of Chunqiu Airlines, and the advantages, disadvantages, opportunities and threats faced by Chunqiu Airlines under the background of rapid changes in the external environment. Be able to provide valuable help in developing effective marketing strategies. On the basis of grasping the current situation of Chunqiu Airlines, this paper subdivides the airline market, gives the situation of Chunqiu Airlines, and gives some suggestions on the choice of target market. And in different customer groups of marketing strategies also provide appropriate advice. Finally, it is one of the key points of this paper. Based on the above chapters, this chapter puts forward some specific suggestions and measures on the specific marketing schemes and methods of Chunqiu Airlines in various aspects with the 7P marketing theory. Hope to improve the current Chunqiu Airlines facing the marketing situation. This paper mainly uses the market segmentation and positioning of service marketing to study how Chunqiu Airlines can establish and maintain the relationship with customers and improve the loyalty of high-value customers through the implementation of relationship marketing strategy. By analyzing the characteristics of service, the service marketing mix has developed from the traditional 4P combination to the new 7P marketing combination. The emphasis is put on how the Chunqiu Airlines should manage the visible display of the service, the process of the service, and the problems of the personnel in the service. The effective implementation of all the strategies is to achieve the purpose of improving the service quality of the company. The level of service quality determines whether Chunqiu Airlines has competitive advantage in implementing the service leading strategy. Through the theoretical research, field investigation and demonstration and analysis in this paper, based on the scientific marketing theory, the Spring and Autumn Airlines from the products, prices, promotions, channels, tangible display, Seven aspects of service communication and personnel put forward reasonable suggestions for improvement, which can provide a reliable reference for the future marketing decisions of Chunqiu Airlines. At the same time, this paper deals with the market segmentation of the air passenger transport industry. The choice of target market can also provide a certain reference value for the overall development of air passenger transport industry, hoping to provide relevant help for other passenger transport companies in the same industry.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F562.6
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