本文選題：航空公司　切入點(diǎn)：市場(chǎng)分析　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：作為國(guó)民經(jīng)濟(jì)的重要部分之一,航空運(yùn)輸業(yè)具有準(zhǔn)公共特征;由于受到國(guó)家乃至全球經(jīng)濟(jì)的影響,同時(shí)對(duì)其關(guān)聯(lián)的產(chǎn)業(yè)有著巨大影響,表現(xiàn)出行業(yè)周期性和經(jīng)濟(jì)相關(guān)性;對(duì)于從事具體航空運(yùn)營(yíng)的航空公司而言,市場(chǎng)競(jìng)爭(zhēng)愈加劇烈,又具有市場(chǎng)化特征。隨著中國(guó)經(jīng)濟(jì)的快速增長(zhǎng),人民生活質(zhì)量的提高,航空運(yùn)輸以其快速、便捷、舒適、安全、機(jī)動(dòng)和國(guó)際性等特點(diǎn),作為大眾出行的重要方式,尤其是在國(guó)際、長(zhǎng)距離和地面交通不便地區(qū)以及應(yīng)急救援運(yùn)輸?shù)确矫?扮演著越來(lái)越重要的角色。面對(duì)中國(guó)市場(chǎng)快速增長(zhǎng)的航空運(yùn)輸需求以及日趨苛刻的服務(wù)要求,加上航空業(yè)內(nèi)的競(jìng)爭(zhēng)壓力、以及其他運(yùn)輸方式的沖擊,對(duì)于航空公司而言,如何深入分析航空市場(chǎng)需求并不斷改進(jìn)營(yíng)銷策略,提高航空運(yùn)輸服務(wù)質(zhì)量,有著十分重要的實(shí)際意義和長(zhǎng)遠(yuǎn)的戰(zhàn)略意義。本文通過(guò)以在華開(kāi)展航空運(yùn)營(yíng)服務(wù)的A航空公司為例,在國(guó)內(nèi)外相關(guān)文獻(xiàn)研究基礎(chǔ)上,對(duì)同類型優(yōu)秀航空公司的營(yíng)銷案例進(jìn)行了客觀分析,綜合運(yùn)用市場(chǎng)營(yíng)銷等相關(guān)理論知識(shí),對(duì)A航空公司所在的營(yíng)銷環(huán)境進(jìn)行了全面分析,并深入調(diào)研A航空公司營(yíng)銷策略現(xiàn)狀,分析出在品牌形象、服務(wù)質(zhì)量以及營(yíng)銷渠道等方面存在的問(wèn)題。針對(duì)A航空公司在營(yíng)銷策略上存在的問(wèn)題,本文提出了:(1)品牌形象方面,深度挖掘文化營(yíng)銷、體驗(yàn)營(yíng)銷,突出本國(guó)文化特色、融入中國(guó)文化元素,并增加高科技客艙體驗(yàn),提高企業(yè)識(shí)別度,增加企業(yè)知名度;(2)服務(wù)質(zhì)量方面,通過(guò)更多選擇與其他航空公司代碼共享的方式,提高航空運(yùn)力覆蓋度,實(shí)現(xiàn)航線網(wǎng)絡(luò)擴(kuò)展;同時(shí)在服務(wù)一體化上下足功夫,給乘客提供航空延伸服務(wù),包括簽證咨詢服務(wù)、旅游咨詢服務(wù)、酒店服務(wù)等一條龍服務(wù),加大信息技術(shù)尤其是智能終端二維碼技術(shù)在航空服務(wù)中的應(yīng)用;在保證服務(wù)標(biāo)準(zhǔn)化的基礎(chǔ)上,增加更為人性化、個(gè)性化的增值服務(wù),包括餐食種類、專人接送服務(wù)、嬰幼保姆服務(wù)等,實(shí)現(xiàn)差異化競(jìng)爭(zhēng)優(yōu)勢(shì);(3)營(yíng)銷渠道方面,對(duì)于傳統(tǒng)線下代理商,精簡(jiǎn)數(shù)量,扶持銷售額大、經(jīng)營(yíng)規(guī)范的代理商,加強(qiáng)培訓(xùn)和監(jiān)管;對(duì)于OTA平臺(tái),加強(qiáng)對(duì)乘客的提醒以及妥善處理售后問(wèn)題,積極利用信息技術(shù)開(kāi)發(fā)直銷渠道。
[Abstract]:As one of the important part of the national economy, air transport industry has the characteristics of quasi public; due to the impact of economic countries and the world, and have a huge impact on the related industry, showing the industry cycle and economic relevance; for specific aviation airlines, the increasingly fierce market competition, but also has the market with the rapid growth of economic characteristics. Chinese, improve people's quality of life, air transport with its fast, convenient, comfortable, safe, and international mobility, as an important side of mass travel, especially in international, long distance and ground traffic inconvenience and emergency rescue in transportation, plays a more and the more important role. With the rapid growth China market demand for air transport and the increasingly demanding service requirements, and the aviation industry competition pressure, and other transportation The impact for the airlines, to in-depth analysis of aviation market demand and improve marketing strategy, improve the air transportation service quality, have important practical significance and long-term strategic significance. This article through to the development of aviation service in China A airlines as an example, on the basis of related literatures at home and abroad the same type of marketing case, outstanding Airlines carried out an objective analysis, the integrated use of marketing theory, the airline A where the marketing environment is analyzed, and the in-depth research of A Airlines marketing strategy status of empty company, in the analysis of brand image, service quality and marketing channels and other aspects of the problem for A Airlines. The marketing problems, the paper puts forward: (1) the brand image, the depth of excavation of cultural marketing, experience marketing, outstanding national culture. China color, into the cultural elements, and increase high-tech cabin experience, improve enterprise recognition, increase their visibility; (2) the quality of service, sharing with other airline code through more ways, improve the air transportation coverage, route network expansion; at the same time in service integration under the foot, to the passengers provide Aviation extension services, including visa consulting services, travel service, hotel service all in one service, increasing the information technology especially the application of intelligent terminal two-dimensional code technology in aviation service; to ensure the standardization of services, increasing more humane, personalized value-added services, including the types of special meals, shuttle service, baby nanny services, to achieve competitive differentiation; (3) marketing channels, the line for the traditional agents, streamlining the number of support, sales agents, operating norms To strengthen the training and supervision, for the OTA platform, to strengthen the reminding of the passengers and to properly handle the after-sale problems, and actively use the information technology to develop direct channel.

【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F561;F274;F125

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 鄧t，

本文編號(hào)：1633760