大型客机主制造商关系营销模式研究

发布时间：2018-07-06 20:37

本文选题：大型客机 + 主制造商　；参考：《中国民航大学》2017年硕士论文

【摘要】：大型客机的制造和研发是一个国家产业技术水平的重要标志,也是一个国家综合实力的重要体现。随着客户个性化需求的愈演愈烈,大型客机的制造越来越趋向于模块化,主制造商—供应商模式正逐渐成为大型客机制造企业的基本模式。与此同时,价值链也伴随着生产模式的改变发生裂变,价值单元进行重组,并逐渐演变为价值网络。传统的营销模式已经难以适应大型客机主制造商的发展需求,关系营销模式应运而生。本文研究的内容有四部分:一是对关系营销模式的相关理论进行了较为系统全面的整理,并结合价值网等理论的横向比较,揭示出关系营销模式的本质,为研究奠定了理论基础;二是通过研究得到了大型客机市场格局的演变规律,并结合大型客机的产业链及其发展历程,分析了关系营销的发展现状,为研究奠定了现实基础。三是通过理论分析和现实总结,推导出了大型客机主制造商的三种关系营销模式。四是运用基于区间模糊数的DEMATEL-TOPSIS方法,以中国商飞为例进行了案例研究。通过理论梳理和现实分析,本文主要得到了以下研究成果:一是通过多种理论横向对比分析,挖掘关系营销模式的本质,即企业为了实现营销价值,与其他利益相关者建立起一种长期稳定、互惠共赢关系的营销活动的规范;二是通过分析关系营销网络的演变与形成的机制,推导出大型客机主制造商的关系营销模式;三是将基于区间模糊数的DEMATEL—TOPSIS方法运用到关系营销模式的选择中,并以商飞为案例进行了验证。通过研究,更加明确了关系营销模式的内涵与实质,推导出了大型客机主制造商关系营销模式的三种类型,并以中国商飞为例,对关系营销模式的选择与应用实践验证,不仅丰富了关系营销模式的研究成果,也为大型客机主制造商关系营销模式的应用提供了研究思路。
[Abstract]:The manufacture and R & D of large airliner is an important symbol of a country's industrial technology level and also an important embodiment of a country's comprehensive strength. With the increasing demand of customer personalization, the manufacture of large passenger aircraft tends to modularize more and more, and the main manufacturer-supplier model is becoming the basic model of large passenger aircraft manufacturing enterprise. At the same time, along with the change of production mode, the value chain is fission, the value unit is reorganized and gradually evolved into a value network. The traditional marketing model has been difficult to adapt to the development needs of the major manufacturers of large passenger aircraft, and the relational marketing model emerged as the times require. There are four parts in this paper: first, the related theories of relationship marketing model are systematically and comprehensively sorted out, and combined with the horizontal comparison of the theory of value net, the essence of relationship marketing model is revealed. The second is to obtain the evolution law of the market pattern of large passenger aircraft, and combine the industrial chain and its development course of large passenger aircraft, analyze the present situation of relationship marketing, and lay a realistic foundation for the research. Thirdly, through theoretical analysis and practical summary, the author deduces three relationship marketing models of the main manufacturer of large passenger aircraft. Fourthly, using DEMATEL-TOPSIS method based on interval fuzzy number, a case study of Comac is carried out. Through theoretical analysis and practical analysis, this paper mainly obtains the following research results: first, through the horizontal comparative analysis of various theories, the essence of the relationship marketing model is excavated, that is, the enterprise in order to realize the marketing value, To establish a long-term stable and win-win relationship with other stakeholders of marketing activities, second, through the analysis of the relationship marketing network evolution and formation mechanism, deduces the relationship marketing model of the main manufacturer of large passenger aircraft; Thirdly, the DEMATEL-TOPSIS method based on interval fuzzy number is applied to the selection of relationship marketing model, and the case of Shangfei is verified. Through the research, the connotation and essence of the relationship marketing model are more clearly defined, and three types of the relationship marketing mode of the main manufacturer of the large passenger plane are deduced, and the selection and application of the relationship marketing model are verified by the example of China Comac. It not only enriches the research results of the relationship marketing model, but also provides the research ideas for the application of the relationship marketing model of the main manufacturer of large passenger aircraft.
【学位授予单位】：中国民航大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.5

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