我国航空客运市场需求分析及营销策略研究

发布时间：2019-01-18 10:46

【摘要】：21世纪以来，随着我国国民经济的快速增长，人民生活水平的提高，航空运输作为人们出行运输方式的一种，扮演着越来越重要的角色。然而，伴随着巨大的航空客运需求，由于内外部环境的变化，中国航空客运市场也存在诸如航空公司之间低价恶劣竞争，产品服务同质化严重，服务质量不高、高铁运输的冲击等问题。因此深入分析航空客运市场需求并制定有效营销策略来提升各航空公司的运营能力和管理水平就成为我国航空市场中一项亟待解决的问题。本文从“需求”这一现代市场营销重要理念出发，在回顾航空客运市场需求相关理论的基础上，从宏观和微观两个角度重点分析了我国航空客运市场需求。在宏观需求分析部分，定性和定量分析相结合对我国航空客运市场现状、宏观因素影响以及需求总量趋势逐步展开研究。在微观消费者需求实证分析部分，通过问卷调研对中国情境下的航空客运消费者需求特征展开深入研究，并采用多元统计分析方法深入探讨了我国航空客运市场中消费者需求差异、满意度及再次购买意向之间的关系。通过分析我国航空客运市场需求，本文得到一些有益的结论：①我国航空客运市场需求发展趋势稳定，并呈上涨趋势。以灰色相关理论为基础的多元回归模型取得了良好的预测精度，预测结果显示在激烈的竞争环境下我国航空客运需求量在未来五年还是呈快速发展的势头。②我国航空客运市场需求内容可以采用“舒适性需求、便捷性需求、时间需求、品牌及促销需求、价格需求”这五个需求内容维度进行释析；③单因素方差结果显示年龄、性别、教育程度、收入水平、出行目的和费用来源会对消费者需求产生差异，其中年龄、收入水平以及费用来源这三个变量是会产生最大影响的变量，，且需求差异主要集中于对“价格需求”和“舒适性需求”的差异；④消费者的“价格需求”、“时间需求”和“品牌及促销需求”这三种需求内容维度会对满意度产生显著性影响，且消费者的需求满意度会对再次购买意向产生正向影响作用，即消费者需求满意度越高，再次购买意向会更强烈。这些研究结论不仅为航空客运需求研究作了理论上的推进，对于我国航空公司制定营销策略也提供了有益的借鉴和启示。最后，在我国航空客运市场需求现状特征和趋势预测的基础上，结合消费者需求所具有的特质，对我国航空公司提出了四种营销建议，并引入服务市场7P营销策略和新兴媒体的应用，为航空公司开拓市场和提高竞争力提供些许可供参考的市场营销建议。
[Abstract]:Since the 21st century, with the rapid growth of China's national economy and the improvement of people's living standards, air transportation, as a means of transportation, plays a more and more important role. However, with the huge demand for air passenger transport, due to the changes of internal and external environment, there are also bad competition among airlines, serious homogeneity of products and services, and low quality of service in China's air passenger transport market. The impact of high-speed transportation and other issues. Therefore, it is an urgent problem to analyze the demand of air passenger transport market and formulate effective marketing strategies to improve the operation ability and management level of the airlines in our country. Starting from the important concept of "demand", this paper analyzes the demand of China's air passenger transport market from the macro and micro perspectives on the basis of reviewing the relevant theories of air passenger transport market demand. In the part of macro demand analysis, qualitative and quantitative analysis are combined to study the present situation of air passenger transport market, the influence of macro factors and the trend of total demand. In the microscopic consumer demand empirical analysis part, through the questionnaire investigation to the aviation passenger transport consumer demand characteristic under the Chinese situation carries on the thorough research. The relationship among consumer demand difference, satisfaction and repurchase intention in China's air passenger transport market is discussed by means of multivariate statistical analysis. By analyzing the demand of China's air passenger transport market, this paper draws some useful conclusions: 1 the development trend of China's air passenger transport market demand is stable, and the trend is rising. The multivariate regression model based on grey correlation theory has achieved good prediction accuracy. The forecast results show that the demand for air passenger transport in our country will develop rapidly in the next five years under the fierce competition environment. 2 the content of demand for air passenger transport in our country can adopt "comfort demand, convenience demand, time demand," Brand and promotion demand, price demand "these five demand content dimensions to explain;" (3) the univariate variance results showed that age, sex, education level, income level, travel purpose and source of expenses had different effects on consumer demand. The three variables of income level and cost source are the most influential variables, and the difference of demand mainly focuses on the difference of "price demand" and "comfort demand". (4) the three dimensions of consumer's "price demand", "time demand" and "brand and promotion demand" will have a significant impact on satisfaction, and the consumer's demand satisfaction will have a positive effect on the re-purchase intention. That is, the higher the satisfaction of consumer demand, the stronger the intention to buy again. These conclusions not only promote the research of passenger transport demand in theory, but also provide useful reference and inspiration for Chinese airlines to formulate marketing strategy. Finally, on the basis of the current demand characteristics and trend forecast of China's air passenger transport market, combined with the characteristics of consumer demand, four kinds of marketing suggestions are put forward for Chinese airlines. The application of 7P marketing strategy and new media in service market is introduced to provide some reference marketing suggestions for airlines to open up market and improve their competitiveness.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F562;F224

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