D公务航空公司市场营销策略优化研究

发布时间：2018-03-14 23:04

本文选题：PEST分析　切入点：SWOT分析　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：公务航空属于通用航空范畴,是专门利用专有飞机为特定高端群体提供公务和私人飞行及相关服务的航空运行方式,它具有灵活便捷、私密高效、尊贵专享等特点。中国公务航空近年来得到较快发展,消费市场潜力巨大,但仍处于初级阶段。对于公务航空企业来说,准确把握市场满足需求,甚至挖掘创造需求引导消费至关重要。市场营销贯穿着企业经营的全过程,营销的成功与否很大程度上决定着企业的生存发展。D公司是国内较早成立的公务机运营公司,目前机队规模30余架,业务涵盖飞机托管、包机、地面代理、紧急医疗救护、FBO固定基地运营等。本文以D公司为研究对象,运用市场营销理论,使用文献查阅法、访谈法以及PEST、SWOT定性和定量分析法等模型进行研究。文章分析了中国公务机行业的发展现状、市场前景和行业宏观环境,并根据D公司的自身情况确立实力型增长战略;剖析找出D公司在市场营销策略上存在的问题和不足,以此提出针对性的解决方案,即优化STP战略,科学合理进行市场细分、采取完全覆盖目标市场选择、定位于国内领先、国际知名的公务机综合运营商和高端生活方式服务者;优化市场营销组合,加强服务营销,包括丰富产品类型、制定灵活多样的价格体系、拓展和深化营销渠道、面向客户进行多形式促销、重视人员策略、做好服务过程管理和增加服务的有形展示。此外,在组织管理沟通和营销队伍建设方面提出营销保障措施。研究的创新点在于:目前国内公务航空发展尚属初级阶段,对公务航空公司的营销策略研究不多,本文有助于拓宽公务航空的市场营销思路,对国内其他公务航空公司的运营发展以及市场营销策略的制定与实施具有一定的借鉴意义。
[Abstract]:Public aviation belongs to the general aviation category. It is a special aviation operation mode that uses proprietary aircraft to provide official and private flight and related services to specific high-end groups. It is flexible, convenient, private and efficient. In recent years, China's official aviation has developed rapidly, and the consumer market has great potential, but it is still in its infancy. For public aviation enterprises, accurately grasp the market to meet the demand, The marketing runs through the whole process of the enterprise management, and the success of the marketing largely determines the survival and development of the enterprise. At present, the aircraft fleet is more than 30, covering aircraft custody, charter aircraft, ground agent, emergency medical rescue and FBO fixed base operation etc. This paper takes D Company as the research object, applies marketing theory and literature consulting method, etc. The paper analyzes the development status, market prospect and macro environment of Chinese business jet industry, and establishes strength growth strategy according to D company's own situation. This paper analyzes and finds out the problems and shortcomings of the marketing strategy of company D, and puts forward the corresponding solutions, that is, to optimize the STP strategy, to carry out scientific and reasonable market segmentation, to adopt the choice of completely covering the target market, and to position itself in the leading position in China. Internationally renowned business jet integrated operators and high-end lifestyle service providers; optimize the marketing mix, strengthen service marketing, including rich product types, develop flexible and diverse price system, expand and deepen marketing channels, Multiform sales promotion for customers, attention to personnel strategy, good service process management and physical presentation of increased service. The innovation of the research is that the development of domestic civil aviation is still in the initial stage, and there are few researches on the marketing strategies of the civil aviation companies. This paper is helpful to broaden the marketing thinking of official airlines and has some reference significance for the operation and development of other domestic commercial airlines as well as the formulation and implementation of marketing strategies.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F562.6

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