本文關(guān)鍵詞： 航空公司 積分聯(lián)盟 競(jìng)爭(zhēng)優(yōu)勢(shì) 品牌資產(chǎn) 案例研究　出處：《西安工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：積分聯(lián)盟是一種新型的聯(lián)盟戰(zhàn)略,它是以企業(yè)聯(lián)盟和消費(fèi)者加盟為基礎(chǔ)的一種新型營(yíng)銷戰(zhàn)略聯(lián)盟模式,是高級(jí)形態(tài)的戰(zhàn)略聯(lián)盟。伴隨著全球經(jīng)濟(jì)一體化的快速發(fā)展,世界范圍內(nèi)的航空公司紛紛呈現(xiàn)出加入國(guó)際航空積分聯(lián)盟的新趨勢(shì)。航空公司選擇實(shí)施積分聯(lián)盟戰(zhàn)略能夠獲得什么樣的競(jìng)爭(zhēng)優(yōu)勢(shì)?由于幾乎所有的企業(yè)都需要營(yíng)銷來銷售他們的產(chǎn)品或服務(wù),理解顧客的需求和要求并設(shè)計(jì)產(chǎn)品方案來滿足他們,是成功營(yíng)銷的核心所在,顧客對(duì)企業(yè)營(yíng)銷活動(dòng)的差異化反應(yīng)大都是在對(duì)這個(gè)企業(yè)的品牌的所知、所感、所見所聞后產(chǎn)生的。顧客視角品牌資產(chǎn)的概念專注于顧客的認(rèn)知和情感過程,強(qiáng)調(diào)了品牌資產(chǎn)的價(jià)值來源于顧客的行為和態(tài)度。航空公司實(shí)施積分聯(lián)盟戰(zhàn)略是否以及怎樣影響航空公司基于顧客視角的品牌資產(chǎn)的,這些問題在學(xué)術(shù)界都有待深入,需要進(jìn)一步的研究。 本文為了更準(zhǔn)確和全面的研究現(xiàn)實(shí)中的一些問題,將理論和現(xiàn)實(shí)結(jié)合起來研究積分聯(lián)盟對(duì)基于顧客的品牌資產(chǎn)的影響,用理論解釋現(xiàn)實(shí)問題,用現(xiàn)實(shí)問題印證理論的正確性。本文將航空公司選擇積分聯(lián)盟這一戰(zhàn)略和企業(yè)的主要戰(zhàn)略管理理論：競(jìng)爭(zhēng)位勢(shì)理論、資源和動(dòng)力能力理論聯(lián)系起來,用戰(zhàn)略理論所對(duì)應(yīng)的機(jī)制即企業(yè)戰(zhàn)略管理邏輯：定位邏輯、杠桿邏輯和機(jī)會(huì)邏輯來解釋航空公司聯(lián)盟后對(duì)基于顧客的品牌資產(chǎn)帶來的影響。由于從實(shí)證研究的視角很難直接解釋航空公司實(shí)施積分聯(lián)盟戰(zhàn)略對(duì)基于顧客的品牌資產(chǎn)的影響,所以本研究間接的通過積分聯(lián)盟使航空公司獲得的競(jìng)爭(zhēng)優(yōu)勢(shì)來研究航空公司實(shí)施積分聯(lián)盟戰(zhàn)略是怎樣影響其基于顧客的品牌資產(chǎn)的。 研究結(jié)果表明,航空公司選擇積分聯(lián)盟戰(zhàn)略能夠使航空公司獲得相同的競(jìng)爭(zhēng)優(yōu)勢(shì)有：建立全球無縫銜接、代碼共享、擴(kuò)大積分和兌換渠道、建立次級(jí)品牌聯(lián)想、提供顧客較高的感知質(zhì)量和感知價(jià)值。從定位邏輯的角度考慮,航空公司需要在激烈的行業(yè)全球化的發(fā)展過程中,找準(zhǔn)自己的優(yōu)勢(shì)位勢(shì)——建立全球無縫銜接,走國(guó)際化道路,將自己的服務(wù)更好的延伸到世界范圍內(nèi),這樣才能在全球航空業(yè)的競(jìng)爭(zhēng)中立于不敗之地。從杠桿邏輯的角度考慮,航空公司加入積分聯(lián)盟能夠通過代碼共享、擴(kuò)大積分和兌換渠道以及建立顧客次級(jí)品牌聯(lián)想,使航空公司能夠更好地聚集有價(jià)值的資源并充分利用、使其價(jià)值最大化；從機(jī)會(huì)邏輯的角度考慮,航空公司加入積分聯(lián)盟能夠使航空公司在滿足入盟標(biāo)準(zhǔn)以及為應(yīng)對(duì)競(jìng)爭(zhēng)需求不斷提升自身的時(shí)候,不斷的提高自身的管理水平和服務(wù)水平,并且要不斷的向聯(lián)盟成員學(xué)習(xí),從而更好的服務(wù)顧客。航空公司加入聯(lián)盟所獲得的這些競(jìng)爭(zhēng)優(yōu)勢(shì)都能提高顧客對(duì)航空公司的認(rèn)知或者提高顧客的實(shí)際感知,較高的認(rèn)知和感知使顧客對(duì)航空公司品牌產(chǎn)生正面的判斷,進(jìn)而使顧客對(duì)航空公司產(chǎn)生態(tài)度依附、行為忠誠(chéng)和主動(dòng)介入等積極的態(tài)度和行為,這種積極的態(tài)度和行為即顧客和航空公司品牌之間達(dá)到了一種共鳴,當(dāng)顧客和航空公司的品牌產(chǎn)生共鳴時(shí),其對(duì)航空公司的品牌及營(yíng)銷活動(dòng)都會(huì)有積極的反映,這樣也就建立了積極的基于顧客的品牌資產(chǎn)。 本文通過研究航空公司選擇積分聯(lián)盟戰(zhàn)略所帶來的競(jìng)爭(zhēng)優(yōu)勢(shì)來研究積分聯(lián)盟戰(zhàn)略對(duì)基于顧客的品牌資產(chǎn)的影響,這樣可以更好地讓人們了解近年來各個(gè)航空公司不斷加入聯(lián)盟這一現(xiàn)象,也為想加入聯(lián)盟的航空公司的管理者提供一些理論上的參考。
[Abstract]:Integral alliance is a kind of new strategic alliance, it is a kind of new marketing mode of strategic alliance enterprise alliance and consumers to join as the foundation, is the advanced form of strategic alliance. With the rapid development of global economic integration, the world's airlines are showing a new trend to join the international airline alliance. To obtain what kind of competitive advantage of strategic alliance implementation of integral airline? Because almost all businesses need marketing to sell their products or services, understand customer needs and requirements and product design scheme to meet them, is the core of successful marketing of different response customers for the enterprise marketing activities mostly in this sense of enterprise brand knowledge, the concept of customer. What one sees and hears from Perspective of brand equity focus on customer's cognitive and emotional processes, strong The value of brand assets is derived from the customers' behaviors and attitudes. Whether Airlines implement integral alliance strategy and how they affect the brand equity of airlines based on customers' perspective need to be further studied in academic circles.
In this paper, some problems in order to more accurate and comprehensive research in the reality, the theoretical and practical combination of integral alliance influence on customer based brand equity, explain the problems with the theory, prove the correctness of the theory with practical problems. This paper will choose the main airline alliance which is an integral strategic management theory and business strategy competitive potential theory, resource and dynamic link mechanism with the corresponding ability theory, strategic theory is the enterprise strategic management logic: positioning logic, logic and logic to explain the opportunity to leverage the airline alliance on the impact of customer assets brought based on the perspective of empirical research. Since it is difficult to directly explain the airline the implementation of integral strategic alliance on customer based brand equity, competitive advantages, so this study indirectly through integral Alliance make Airlines get The trend is to study how the airline's implementation of the integrated alliance strategy affects its customer based brand assets.
The results of the study show that can make Airlines get the same competitive advantage have integral strategic alliances: the establishment of the global airline code sharing, seamless integration and expand exchange channels, establish a secondary brand association, perceived quality and perceived price to provide customers a higher value. Considering the positioning of the logical point of view, the airlines need to the development process of globalization in the fierce industry, identify their potential advantages -- the establishment of global seamless, take the road of internationalization, will own better service extends to the world, so as to be in an invincible position in the global aviation industry competition. Considering the leverage of the logical point of view, the airline alliance can add points through code sharing. To expand the integration and exchange channels and establish customer sub brand Lenovo, the airlines are better able to gather valuable resources and fully Use the maximum value; considering the opportunity the logical point of view, the airline joined integral alliance can make airlines to meet the entry criteria and to cope with the competition needs to constantly improve their own time, constantly improve their own management level and service level, and continue to learn to the members of the league, so as to better serve the customers to join the alliance. The airline acquired these competitive advantages can improve the customer on the airline's cognitive or improve the actual customer perceived the higher cognition and perception of the customer airline brand produced a positive attitude and judgment, so that customers have attachment to airlines, behavior loyalty and positive attitude and active intervention the behavior of a resonance is achieved between a positive attitude and behavior of the customer and the airline brand, when customers and airlines brand Production Co When it strikes, it will have a positive reflection on the brand and marketing activities of the airline, thus establishing a positive brand based asset based on the customer.
This article studies the integral strategic alliance of customer based brand equity through the study of airline alliance strategy choice integral brought competitive advantage, so you can better let people know in recent years the various airlines continue to join the union of this phenomenon, and also provide some theoretical reference for want to join airline alliance management.

【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F562.6;F274;F273.2

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