本文選題：中川機場 + 市場競爭　； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：作為民航運輸系統(tǒng)的起迄點,機場是確保民航系統(tǒng)有效運轉(zhuǎn)的重要載體,在重大活動及突發(fā)事件緊急運輸中發(fā)揮著重要作用,是一個城市乃至地區(qū)的窗口和門戶,在提升現(xiàn)代城市核心競爭力,全方位促進區(qū)域?qū)ν忾_放方面具有無可替代的作用。在如今交通運輸高速的發(fā)展,機場面臨的挑戰(zhàn)不僅僅是行業(yè)內(nèi)部,高速公路、高速鐵路都是強有力的競爭者,如何才能抓緊客戶,保證自身競爭力呢?答案是尋求機場營銷的策略和方式,全面進入市場化競爭當中,不斷壯大自身提高市場競爭力。中川國際機場位于甘肅省省會蘭州市蘭州新區(qū)中川鎮(zhèn),飛行區(qū)等級為4E,是甘肅省內(nèi)唯一區(qū)域干線機場,對甘肅乃至整個西北地區(qū)航空運輸?shù)陌l(fā)展影響重大。筆者根據(jù)自身的工作實踐和經(jīng)驗,通過分析現(xiàn)有的學(xué)術(shù)研究成果,對蘭州中川國際機場(以下簡稱中川機場)市場營銷策略進行研究,對其做了宏觀環(huán)境、行業(yè)環(huán)境、內(nèi)部環(huán)境的環(huán)境分析,并分別通過利用PEST、波特五力、SWOT分析工具對中川機場環(huán)境分析做了評價,最后根據(jù)評價結(jié)果結(jié)合中場機場現(xiàn)狀選擇中川機場營銷策略目標方向并制定了較為完整的策略優(yōu)化方案與策略保障措施。希望能拋磚引玉,為提高中川機場市場營銷的競爭力做出一點貢獻。
[Abstract]:As the starting and ending point of civil aviation transportation system, airport is an important carrier to ensure the effective operation of civil aviation system, plays an important role in major activities and emergency transportation, and is the window and gateway of a city or even a region. It plays an irreplaceable role in promoting the core competitiveness of modern cities and promoting regional opening to the outside world. With the rapid development of transportation, the challenges faced by airports are not only within the industry, highways, high-speed railways are strong competitors, how to grasp the customer, to ensure their own competitiveness? The answer is to seek the strategy and method of airport marketing, enter the market competition in an all-round way, and constantly strengthen oneself to improve the market competitiveness. Zhongchuan International Airport, located in Zhongchuan Town, Lanzhou New District, the provincial capital of Gansu Province, is the only regional trunk airport in Gansu Province and has a significant impact on the development of air transportation in Gansu and even the whole northwest region. According to my own work practice and experience, by analyzing the existing academic research results, the author studies the marketing strategy of Lanzhou Zhongchuan International Airport (hereinafter referred to as Zhongchuan Airport), and makes a macro environment and industry environment. Environmental analysis of the internal environment, and through the use of pest, Porter five forces SWOT analysis tools to evaluate the environment of Zhongchuan Airport, Finally, according to the evaluation results and the current situation of midfield airport, the target direction of Zhongchuan airport marketing strategy is selected, and a relatively complete strategy optimization scheme and strategy guarantee measures are formulated. Hope to be able to open a brick, to improve the competitiveness of Zhongchuan Airport Marketing to make a little contribution.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F562.6;F274

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本文編號：1952609