本文旨在評(píng)估金鵬航空的品牌知名度并找出有效的在線品牌戰(zhàn)略以提升品牌知名度。文中的受訪對(duì)象為乘坐飛機(jī)的國(guó)內(nèi)人士和參與采訪的相關(guān)專(zhuān)業(yè)人士。本文主題為金鵬航空的品牌知名度真實(shí)現(xiàn)狀以及提升品牌知名度的在線戰(zhàn)略。為確保調(diào)查結(jié)果具有代表性,筆者選取了在線調(diào)查問(wèn)卷和深入采訪兩種研究方式。兩種方式結(jié)合從不同視角分析問(wèn)題并強(qiáng)調(diào)出關(guān)鍵點(diǎn)。在線調(diào)查通過(guò)問(wèn)卷形式以分析金鵬航空的品牌熟悉度,并對(duì)現(xiàn)有及潛在客戶的反饋數(shù)據(jù)加以收集。深入采訪則使所有問(wèn)題獲得狹義和更為專(zhuān)業(yè)的解讀。與專(zhuān)業(yè)人士的采訪溝通加深了筆者對(duì)細(xì)節(jié)問(wèn)題的理解,擴(kuò)大了本文的分析視角。第一,航空公司名稱(chēng)的在線推廣十分重要,其必要性不言而喻。推廣要做到知名度和獨(dú)特新穎兼具。因此,有必要針對(duì)目標(biāo)顧客群體開(kāi)展一些提升品牌知名度的流行的在線推廣策略。航空公司在線推廣的最好方式是關(guān)注國(guó)內(nèi)線上推廣平臺(tái)和渠道,并理解關(guān)鍵顧客的注意力集中在哪里;第二,由于未躋身國(guó)內(nèi)知名航空公司之列,與國(guó)內(nèi)知名航空公司相比,金鵬航空的知名度較低,即品牌的識(shí)別度十分有限。金鵬航空由此進(jìn)行了更名,但公眾對(duì)此了解甚少。同時(shí),與金鵬航空的其他特色相比,其網(wǎng)站在在線問(wèn)卷調(diào)查中平均得分最低。此外,線...

【文章頁(yè)數(shù)】：99 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
ABSTRACT
Ⅰ.INTRODUCTION
    1.1.Research Background
    1.2.Research Questions
    1.3.Purpose of Study
    1.4.Research Methodology and Data Collection
Ⅱ.LITERATURE REVIEW
    2.1.Branding
    2.2.Brand Awareness
    2.3.Competitive Study between Aviation Business and Traditional Consumer Business
    2.4.Service Brands
    2.5.The Role of Branding in the Airline Business
    2.6.Features of the Branding in the Airline Market
    2.7.Online Strategies of Increasing the Brand Awareness of an Airlines
Ⅲ.QUALITATIVE ANALYSIS ON SUPARNA AIRLINES
    3.1.Introduction of Suparna Airlines
    3.2.Environment Analysis of Suparna Airlines
        3.2.1.External TEMPLES– Analysis
        3.2.2.Internal7 P'S OF SERVICES MARKETING MIX Analysis
        3.2.3.SWOT– Analysis
        3.2.4.Porter’s Five Forces– Analysis
Ⅳ.ANALYSIS OF BRAND AWARENESS IN THE SUPARNA AIRLINES COMPANY
    4.1.Analysis of Suparna’s Brand Awareness at Aviation Market in China's mainland
        4.1.1.The Description of the Survey Process
        4.1.2.Questioners
        4.1.3.Results
    4.2.In-depth Interview(IDIS)Research Methodology
        4.2.1.The Description of the IDIS
        4.2.2.Results
Ⅴ.RECOMMENDATIONS AND CONCLUSION
    5.1.Recommendations
    5.2.Conclusion
    5.3.Limitations of Research
REFERENCES
APPENDIX1
APPENDIX2
APPENDIX3
APPENDIX4
APPENDIX5
ACKNOWLEDGEMENT



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