【摘要】：科特勒曾經(jīng)指出,服務(wù)代表了未來市場營銷管理和市場營銷學(xué)研究的主要領(lǐng)域之一。市場經(jīng)濟(jì)已經(jīng)進(jìn)入“服務(wù)營銷”時(shí)代,企業(yè)間競爭的焦點(diǎn)之一就是服務(wù),服務(wù)是產(chǎn)生差異和擺脫初級競爭的有效和主要手段。 航空客運(yùn)市場需求從總體上講屬于服務(wù)需求,航空服務(wù)市場營銷適合采用7P服務(wù)營銷組合。在針對春秋航空公司的現(xiàn)狀進(jìn)行營銷策略研究之前,本文整理和歸納了營銷組合理論的演變情況,為后文進(jìn)行航空客運(yùn)行業(yè)的服務(wù)營銷分析奠定了扎實(shí)的理論根基。之后,從外部環(huán)境和內(nèi)部環(huán)境兩個(gè)方面,文章有針對性地探討春秋航空公司基本情況,在外部環(huán)境迅速變化的背景下,春秋航空公司所面臨的優(yōu)勢、劣勢、機(jī)會(huì)和威脅,能夠?yàn)橹贫ㄓ行У氖袌鰻I銷策略提供有價(jià)值的幫助。在把握春秋航空公司自身現(xiàn)狀的基礎(chǔ)上,本文對航空公司市場進(jìn)行了細(xì)分,同時(shí)給予春秋航空公司的情況,在目標(biāo)市場的選擇上給予一定的建議,并在針對不同客戶群的營銷策略上也提供了適當(dāng)?shù)慕ㄗh。最后,也是本文的重點(diǎn)之一,基于上述各章的闡述,本章以7P營銷理論對春秋航空公司在各方面的具體營銷方案和方法提出了有針對性的建議和措施,寄希望于改善目前春秋航空公司所面臨的營銷現(xiàn)狀。 本文主要運(yùn)用服務(wù)營銷的市場細(xì)分及定位,研究了春秋航空公司應(yīng)怎么才能建立和維護(hù)和客戶之間的關(guān)系,通過實(shí)施關(guān)系營銷策略,來提高高價(jià)值的顧客的忠誠度。通過分析服務(wù)的特征,服務(wù)營銷組合從傳統(tǒng)的4P組合發(fā)展到新的7P營銷組合,重點(diǎn)分析了春秋航空公司應(yīng)如何管理好服務(wù)的有形展示、服務(wù)的過程、服務(wù)中人員的問題。所有策略的有效實(shí)施都是要達(dá)到提升公司服務(wù)質(zhì)量的目的,服務(wù)質(zhì)量的高低決定著春秋航空公司在實(shí)施服務(wù)領(lǐng)先戰(zhàn)略中是否具有競爭優(yōu)勢。 通過本文的理論研究、實(shí)地調(diào)研和論證分析,以科學(xué)的營銷理論為依據(jù)為春秋航空公司從產(chǎn)品、價(jià)格、促銷、渠道、有形展示、服務(wù)溝通和人員這七個(gè)方面提出了合理的改進(jìn)性建議,能為春秋航空公司在未來的市場營銷決策時(shí)提供可靠的參考依據(jù),同時(shí)本文所涉及的航空客運(yùn)行業(yè)的市場細(xì)分、目標(biāo)市場的選擇也能為航空客運(yùn)行業(yè)的整體發(fā)展提供一定的參考價(jià)值,希望能為同行業(yè)的其它客運(yùn)公司提供相關(guān)的幫助。
[Abstract]:Kotler has pointed out that services represent one of the main areas of future marketing management and marketing research. The market economy has entered the era of "service marketing", one of the focuses of competition among enterprises is service, service is the effective and main means to produce difference and get rid of the primary competition. The market demand of air passenger transportation belongs to service demand on the whole, and aviation service marketing is suitable to adopt 7p service marketing combination. Before researching the marketing strategy of Chunqiu Airlines, this paper summarizes the evolution of marketing combination theory, which lays a solid theoretical foundation for the service marketing analysis of aviation passenger transport industry. Then, from the two aspects of external environment and internal environment, the paper discusses the basic situation of Chunqiu Airlines, and the advantages, disadvantages, opportunities and threats faced by Chunqiu Airlines under the background of rapid changes in the external environment. Be able to provide valuable help in developing effective marketing strategies. On the basis of grasping the current situation of Chunqiu Airlines, this paper subdivides the airline market, gives the situation of Chunqiu Airlines, and gives some suggestions on the choice of target market. And in different customer groups of marketing strategies also provide appropriate advice. Finally, it is one of the key points of this paper. Based on the above chapters, this chapter puts forward some specific suggestions and measures on the specific marketing schemes and methods of Chunqiu Airlines in various aspects with the 7P marketing theory. Hope to improve the current Chunqiu Airlines facing the marketing situation. This paper mainly uses the market segmentation and positioning of service marketing to study how Chunqiu Airlines can establish and maintain the relationship with customers and improve the loyalty of high-value customers through the implementation of relationship marketing strategy. By analyzing the characteristics of service, the service marketing mix has developed from the traditional 4P combination to the new 7P marketing combination. The emphasis is put on how the Chunqiu Airlines should manage the visible display of the service, the process of the service, and the problems of the personnel in the service. The effective implementation of all the strategies is to achieve the purpose of improving the service quality of the company. The level of service quality determines whether Chunqiu Airlines has competitive advantage in implementing the service leading strategy. Through the theoretical research, field investigation and demonstration and analysis in this paper, based on the scientific marketing theory, the Spring and Autumn Airlines from the products, prices, promotions, channels, tangible display, Seven aspects of service communication and personnel put forward reasonable suggestions for improvement, which can provide a reliable reference for the future marketing decisions of Chunqiu Airlines. At the same time, this paper deals with the market segmentation of the air passenger transport industry. The choice of target market can also provide a certain reference value for the overall development of air passenger transport industry, hoping to provide relevant help for other passenger transport companies in the same industry.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F562.6

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本文編號：2338226