A航空公司客运服务营销策略研究

发布时间：2018-03-11 02:15

本文选题：航空运输业　切入点：服务水平　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年来我国服务业发展迅猛,但服务营销发展还比较缓慢,仍存在很多弊端,如何提高服务业的营销水平显得尤为重要。航空产业作为服务型产业,目前正面临着激烈的竞争,相较于公路、铁路等其他交通运输方式来说,航空业的市场更加多变复杂,发展也受到了很大的制约。于内,国内的航空业如雨后春笋般林立,竞争异常激烈。于外,相较于国外航空公司,我国的民航业经营管理和服务水平仍存在很大的差距,这对于我国航空业来说压力增大。旅客运输作为航空运输业的重要组成部分,面临着客户满意度低,忠诚度低,企业盈利水平低的局面。若想改变被动局面,提高服务营销水平就显得格外重要,也对我国航空业发展以及丰富我国的服务业营销理论有较大意义。本文将市场营销相关理论引入到A航空公司服务营销策略研究当中来,通过对A航空公司相关信息的收集,借鉴文献查阅法、比较分析法等进行研究。对A航空公司目前的发展状况进行全面分析。本论文一共包括七个部分,第一部分对本文研究背景、目的与意义进行了说明;第二部分对服务营销相关理论进行了回顾,为后文奠定基础;第三部分对公司内外部环境分析的基础上,对A航空公司的营销环境进行了 SWOT总结;第四部分采用STP策略对A航空公司市场进行了细分与选择定位;第五部分制定了 A航空公司的服务营销策略;第六部分服务营销的实施与控制。第七部分为本论文的结论部分,对A航空公司的未来发展前景进行展望。本文通过对A航空公司经营状况以及存在的诸多问题进行分析和研究,根据服务营销的相关理论,结合国内外较先进的运营实践,研究设计适用于A航的服务营销策略,以此增强A航在同期市场的竞争力,提高A航的竞争活力。同时也希望在理论上提高我国民航企业的服务水平,增强我国民航企业的世界竞争力。
[Abstract]:In recent years, the service industry in our country has developed rapidly, but the development of service marketing is still slow, there are still many disadvantages, how to improve the marketing level of the service industry is particularly important. At present, we are facing fierce competition. Compared with other modes of transportation, such as roads, railways and other modes of transportation, the market of the aviation industry is more volatile and complex, and its development is also greatly restricted. At home, the domestic aviation industry is springing up like a spring rain. The competition is extremely fierce. Outside, compared with foreign airlines, there is still a big gap in the management and service level of China's civil aviation industry. As an important part of the air transport industry, passenger transport is facing a situation of low customer satisfaction, low loyalty and low profitability. If you want to change the passive situation, It is very important to improve the level of service marketing, and it is of great significance to the development of aviation industry and enrich the theory of service marketing in our country. This paper introduces the theory of marketing into the study of service marketing strategy of airline A. By collecting the relevant information of airline A, referring to the literature reference method, comparative analysis and so on, the paper makes a comprehensive analysis of the current development of airline A. this paper includes seven parts. The first part describes the background, purpose and significance of this paper; the second part reviews the related theories of service marketing, which lays the foundation for the following articles; the third part of the analysis of the internal and external environment of the company on the basis, This paper summarizes the marketing environment of airline A by SWOT, classifies and chooses the market of airline A by STP strategy in 4th, formulates the service marketing strategy of airline A in 5th; Part 6th is the implementation and control of service marketing. Part 7th is the conclusion of this paper. The future development prospect of airline A is prospected. Through the analysis and research on the operating status and problems of airline A, according to the relevant theory of service marketing, combined with the more advanced operation practice at home and abroad, This paper studies and designs a service marketing strategy suitable for A Airlines, so as to enhance the competitiveness of A Airlines in the same period market and enhance its competitive vitality. At the same time, it also hopes to improve the service level of China's civil aviation enterprises in theory. Enhance the world competitiveness of China's civil aviation enterprises.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F562.6

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