【摘要】：中國民航起步較晚,與之配套的飛機(jī)維修行業(yè)同樣起步很晚,尚未形成產(chǎn)業(yè)化,更談不上市場(chǎng)化。國內(nèi)幾家大的維修企業(yè)也是中外合資建廠,雖然中方在股份比例上占有優(yōu)勢(shì),但維修技術(shù)、企業(yè)管理以及市場(chǎng)經(jīng)驗(yàn)等方面對(duì)外依賴性很強(qiáng)。東航通過維修業(yè)整合,提出走“專業(yè)化、產(chǎn)業(yè)化、市場(chǎng)化”的發(fā)展思路,因此,本文研究的目標(biāo)就是制定甘肅維修部市場(chǎng)營(yíng)銷策略,從而推廣到全東航。 本文首先對(duì)營(yíng)銷組合、服務(wù)營(yíng)銷和關(guān)系營(yíng)銷等理論進(jìn)行了簡(jiǎn)單的綜述,形成研究理論體系和基礎(chǔ),并將所研究的相關(guān)理論應(yīng)用于飛機(jī)維修基地市場(chǎng)營(yíng)銷實(shí)踐當(dāng)中,指導(dǎo)營(yíng)銷策略的制定和實(shí)施。其次,通過對(duì)甘肅飛機(jī)維修部的市場(chǎng)營(yíng)銷環(huán)境、企業(yè)及行業(yè)的發(fā)展?fàn)顩r、競(jìng)爭(zhēng)環(huán)境、企業(yè)的內(nèi)部條件進(jìn)行了研究,明確了企業(yè)的優(yōu)勢(shì)和劣勢(shì),以及面臨的機(jī)會(huì)和威脅,并將分析的結(jié)論作為制定營(yíng)銷策略的依據(jù)。最后,對(duì)甘肅飛機(jī)維修部的市場(chǎng)營(yíng)銷策略進(jìn)行設(shè)計(jì),主要是通過市場(chǎng)細(xì)分確定目標(biāo)市場(chǎng)、市場(chǎng)定位和具體的營(yíng)銷目標(biāo),制定了相應(yīng)的市場(chǎng)競(jìng)爭(zhēng)策略和市場(chǎng)營(yíng)銷組合策略。本文的最大特點(diǎn)是對(duì)維修產(chǎn)品定價(jià)做了研究,制定定價(jià)政策以及如何做好定價(jià)工作是走市場(chǎng)化道路必不可少的一個(gè)環(huán)節(jié),也是一個(gè)難點(diǎn)。
[Abstract]:China's civil aviation started late, and the aircraft maintenance industry also started very late, not to mention the industrialization, let alone the marketization. Several large domestic maintenance enterprises are also Sino-foreign joint ventures. Although the Chinese side has the advantage in the share ratio, the maintenance technology, enterprise management and market experience are highly dependent on the outside world. Through the integration of maintenance industry, China Eastern Airlines puts forward the development idea of "specialization, industrialization and marketization". Therefore, the goal of this paper is to formulate the marketing strategy of Gansu maintenance department, thus spreading to the whole Eastern Airlines. In this paper, the theories of marketing mix, service marketing and relationship marketing are briefly summarized, and the theoretical system and foundation of the research are formed, and the relevant theories are applied to the marketing practice of aircraft maintenance base. Guide the formulation and implementation of marketing strategy. Secondly, through the research on the marketing environment, the development situation of enterprises and industries, the competitive environment and the internal conditions of enterprises in Gansu aircraft maintenance Department, the advantages and disadvantages of enterprises, as well as the opportunities and threats faced by them, are clarified. And the conclusion of the analysis as the basis for the formulation of marketing strategies. Finally, the marketing strategy of Gansu aircraft maintenance department is designed, which mainly determines the target market, market positioning and specific marketing target through market segmentation, and formulates the corresponding market competition strategy and marketing combination strategy. The biggest characteristic of this paper is to study the pricing of maintenance products. Making pricing policy and how to do the pricing work well is an indispensable link and a difficult point to take the road of marketization.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F562.6

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本文編號(hào)：2238834