民用机场服务品牌建设研究
发布时间：2019-01-10 17:34
【摘要】：在当今国内和国际市场竞争激烈的情况下，有品牌者可以占有较大的市场份额，获取超额利润。企业要生存和发展必须制定正确的品牌战略，进行现有资源品牌的整合。然而部分企业对品牌真正的概念认识不清或不到位，往往抱着急功近利的思想投身于品牌建设，没有提炼出品牌应有的内涵和核心价值，导致对创建所耗费的企业各方资源估算不足，品牌没有发挥预期的作用。随着中国航空业的高速发展、高速铁路的剧烈冲击，不仅给民用机场的发展提供了重要依据，也使其面临极大的挑战。 本文在对国内外关于品牌建设与民用机场的现状研究进行综述的基础上，首先对民用机场服务品牌建设进行了系统的分析，主要从机场服务品牌建设的含义与特征、国内外民用机场服务品牌建设的启示、还有国内外民用机场服务存在的问题三个方面进行了相关的论述。其次是构建了民用机场服务品牌体系，从服务品牌的定位，到整个品牌体系构建的分析，最后进行了相应的品牌体系的设计。再次是对民用机场服务品牌建设策略进行了相应的分析，最后以哈尔滨太平国际机场为例进行了实证研究。 通过本文的研究，以期为我国民用机场服务品牌的建设提供理论参考，从整体上提升我国民用机场服务水平。
[Abstract]:In today's domestic and international market competition, the brand can have a larger market share, to obtain excess profits. In order to survive and develop, enterprises must formulate correct brand strategy and integrate existing resource brands. However, some enterprises do not have a clear understanding of the real concept of the brand, and often devote themselves to the brand construction with the idea of eager success and instant benefit, and fail to refine the connotation and core value of the brand. As a result, the resources consumed by the establishment of the enterprise are underestimated, and the brand does not play the expected role. With the rapid development of China's aviation industry, the fierce impact of high-speed railway not only provides an important basis for the development of civil airports, but also makes it face great challenges. On the basis of summarizing the domestic and foreign research on brand construction and civil airport, this paper first analyzes the civil airport service brand construction systematically, mainly from the meaning and characteristics of airport service brand construction. The enlightenment of civil airport service brand construction at home and abroad, as well as the problems existing in civil airport service at home and abroad, are discussed in this paper. Secondly, it constructs the civil airport service brand system, from the positioning of the service brand to the analysis of the whole brand system construction, and finally carries on the corresponding brand system design. Thirdly, the paper analyzes the strategy of civil airport service brand construction, and finally takes Harbin Taiping International Airport as an example. The purpose of this paper is to provide a theoretical reference for the construction of civil airport service brand in China and to improve the level of civil airport service in China as a whole.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6
本文编号：2406598
[Abstract]:In today's domestic and international market competition, the brand can have a larger market share, to obtain excess profits. In order to survive and develop, enterprises must formulate correct brand strategy and integrate existing resource brands. However, some enterprises do not have a clear understanding of the real concept of the brand, and often devote themselves to the brand construction with the idea of eager success and instant benefit, and fail to refine the connotation and core value of the brand. As a result, the resources consumed by the establishment of the enterprise are underestimated, and the brand does not play the expected role. With the rapid development of China's aviation industry, the fierce impact of high-speed railway not only provides an important basis for the development of civil airports, but also makes it face great challenges. On the basis of summarizing the domestic and foreign research on brand construction and civil airport, this paper first analyzes the civil airport service brand construction systematically, mainly from the meaning and characteristics of airport service brand construction. The enlightenment of civil airport service brand construction at home and abroad, as well as the problems existing in civil airport service at home and abroad, are discussed in this paper. Secondly, it constructs the civil airport service brand system, from the positioning of the service brand to the analysis of the whole brand system construction, and finally carries on the corresponding brand system design. Thirdly, the paper analyzes the strategy of civil airport service brand construction, and finally takes Harbin Taiping International Airport as an example. The purpose of this paper is to provide a theoretical reference for the construction of civil airport service brand in China and to improve the level of civil airport service in China as a whole.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F562.6
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