A公司贵宾服务产品定价策略研究
发布时间：2021-03-14 07:08
自加入WTO以来,中国经济的迅猛发展带动了航空业的突飞猛进,同时也催生了一个新型的行业——机场贵宾服务业。国内机场纷纷成立下属贵宾服务公司,在为高端旅客提供服务的同时获得经济收益,贵宾服务市场逐渐兴起。近几年,受国家政策及各行业发展波动影响,贵宾服务业务增长乏力,亟需改变现有营销策略,为贵宾服务产品注入新动力,走出发展困境,实现可持续发展。本文从A公司贵宾服务产品存在的问题入手,深入分析问题产生的原因,并以市场调查数据和现有销售数据为基础,重新制定贵宾服务产品定价策略。同时,结合A公司贵宾服务产品销售渠道的现状,提出了线上和线下销售渠道拓展策略,并利用多渠道差异化定价策略吸引客户群体,从而提升A公司贵宾服务产品的销售量,实现利润最大化。为巩固研究成果,本文还总结了高层管理者需要推进的八大配套措施和信息化建设,从而保障A公司的定价和渠道策略得以顺利推进。随着市场竞争不断加剧,粗放式经营的模式必然不能适应未来的发展。机场贵宾服务行业必须适应经济结构变化,管理者应居安思危,改变经营管理理念,大胆创新,调整经营管理模式,不断提升企业自身竞争力,才能在未来的大变局中继续谋求可持续发展。希望本文能...
【文章来源】：广东外语外贸大学广东省
【文章页数】：72 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter 1 Introduction
1.1 Research background, Purpose and Significance
1.2 Research contents and methods
1.3 Research idea of this article
Chapter 2 Literature review
2.1 Concept of pricing strategy
2.2 Airport VIP service concept
2.3 Literature review on pricing strategies and airport VIP services
Chapter 3 Case Description
3.1 Profile of A Company
3.2 Current VIP service problems of A Company
Chapter 4 Analysis on Market Positioning and Pricing Strategy of A Company'sAirport VIP Service Products
4.1 Development Trend and Competition Pattern of Airport VIP Service Industry
4.2 Market demand survey and price elasticity analysis of airport VIP service
4.3 A Company's Main Rival -Airport VIP Service Product Pricing StrategyAnalysis
4.4 Analysis of Product Target Customers and Market Positioning of ACompany’s Airport VIP Service
4.5 Product pricing design methods and ideas of A Company Airport VIP Service
Chapter 5 Pricing strategies for A Company's products for VIP service in differentdistribution channels
5.1 Analysis of distribution channels of existing marketing and pricing strategies
5.2 Analysis of expandable marketing channels
5.3 Analysis of differentiated pricing strategies for multiple marketing channels
Chapter 6 How to Make the Execution of Pricing Strategy of A Company be fullyGuaranteed
6.1 Start with the Management
6.2 Promote the Informatization of Online Channels
Chapter 7 Conclusion
7.1 Summary
7.2 Research Prospects
References
Appendix Ⅰ
本文编号：3081712
【文章来源】：广东外语外贸大学广东省
【文章页数】：72 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter 1 Introduction
1.1 Research background, Purpose and Significance
1.2 Research contents and methods
1.3 Research idea of this article
Chapter 2 Literature review
2.1 Concept of pricing strategy
2.2 Airport VIP service concept
2.3 Literature review on pricing strategies and airport VIP services
Chapter 3 Case Description
3.1 Profile of A Company
3.2 Current VIP service problems of A Company
Chapter 4 Analysis on Market Positioning and Pricing Strategy of A Company'sAirport VIP Service Products
4.1 Development Trend and Competition Pattern of Airport VIP Service Industry
4.2 Market demand survey and price elasticity analysis of airport VIP service
4.3 A Company's Main Rival -Airport VIP Service Product Pricing StrategyAnalysis
4.4 Analysis of Product Target Customers and Market Positioning of ACompany’s Airport VIP Service
4.5 Product pricing design methods and ideas of A Company Airport VIP Service
Chapter 5 Pricing strategies for A Company's products for VIP service in differentdistribution channels
5.1 Analysis of distribution channels of existing marketing and pricing strategies
5.2 Analysis of expandable marketing channels
5.3 Analysis of differentiated pricing strategies for multiple marketing channels
Chapter 6 How to Make the Execution of Pricing Strategy of A Company be fullyGuaranteed
6.1 Start with the Management
6.2 Promote the Informatization of Online Channels
Chapter 7 Conclusion
7.1 Summary
7.2 Research Prospects
References
Appendix Ⅰ
本文编号：3081712
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