本文選題：PEST分析　切入點：SWOT分析　出處：《中國地質(zhì)大學(xué)(北京)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：公務(wù)航空屬于通用航空范疇,是專門利用專有飛機為特定高端群體提供公務(wù)和私人飛行及相關(guān)服務(wù)的航空運行方式,它具有靈活便捷、私密高效、尊貴專享等特點。中國公務(wù)航空近年來得到較快發(fā)展,消費市場潛力巨大,但仍處于初級階段。對于公務(wù)航空企業(yè)來說,準確把握市場滿足需求,甚至挖掘創(chuàng)造需求引導(dǎo)消費至關(guān)重要。市場營銷貫穿著企業(yè)經(jīng)營的全過程,營銷的成功與否很大程度上決定著企業(yè)的生存發(fā)展。D公司是國內(nèi)較早成立的公務(wù)機運營公司,目前機隊規(guī)模30余架,業(yè)務(wù)涵蓋飛機托管、包機、地面代理、緊急醫(yī)療救護、FBO固定基地運營等。本文以D公司為研究對象,運用市場營銷理論,使用文獻查閱法、訪談法以及PEST、SWOT定性和定量分析法等模型進行研究。文章分析了中國公務(wù)機行業(yè)的發(fā)展現(xiàn)狀、市場前景和行業(yè)宏觀環(huán)境,并根據(jù)D公司的自身情況確立實力型增長戰(zhàn)略;剖析找出D公司在市場營銷策略上存在的問題和不足,以此提出針對性的解決方案,即優(yōu)化STP戰(zhàn)略,科學(xué)合理進行市場細分、采取完全覆蓋目標(biāo)市場選擇、定位于國內(nèi)領(lǐng)先、國際知名的公務(wù)機綜合運營商和高端生活方式服務(wù)者;優(yōu)化市場營銷組合,加強服務(wù)營銷,包括豐富產(chǎn)品類型、制定靈活多樣的價格體系、拓展和深化營銷渠道、面向客戶進行多形式促銷、重視人員策略、做好服務(wù)過程管理和增加服務(wù)的有形展示。此外,在組織管理溝通和營銷隊伍建設(shè)方面提出營銷保障措施。研究的創(chuàng)新點在于:目前國內(nèi)公務(wù)航空發(fā)展尚屬初級階段,對公務(wù)航空公司的營銷策略研究不多,本文有助于拓寬公務(wù)航空的市場營銷思路,對國內(nèi)其他公務(wù)航空公司的運營發(fā)展以及市場營銷策略的制定與實施具有一定的借鑒意義。
[Abstract]:Public aviation belongs to the general aviation category. It is a special aviation operation mode that uses proprietary aircraft to provide official and private flight and related services to specific high-end groups. It is flexible, convenient, private and efficient. In recent years, China's official aviation has developed rapidly, and the consumer market has great potential, but it is still in its infancy. For public aviation enterprises, accurately grasp the market to meet the demand, The marketing runs through the whole process of the enterprise management, and the success of the marketing largely determines the survival and development of the enterprise. At present, the aircraft fleet is more than 30, covering aircraft custody, charter aircraft, ground agent, emergency medical rescue and FBO fixed base operation etc. This paper takes D Company as the research object, applies marketing theory and literature consulting method, etc. The paper analyzes the development status, market prospect and macro environment of Chinese business jet industry, and establishes strength growth strategy according to D company's own situation. This paper analyzes and finds out the problems and shortcomings of the marketing strategy of company D, and puts forward the corresponding solutions, that is, to optimize the STP strategy, to carry out scientific and reasonable market segmentation, to adopt the choice of completely covering the target market, and to position itself in the leading position in China. Internationally renowned business jet integrated operators and high-end lifestyle service providers; optimize the marketing mix, strengthen service marketing, including rich product types, develop flexible and diverse price system, expand and deepen marketing channels, Multiform sales promotion for customers, attention to personnel strategy, good service process management and physical presentation of increased service. The innovation of the research is that the development of domestic civil aviation is still in the initial stage, and there are few researches on the marketing strategies of the civil aviation companies. This paper is helpful to broaden the marketing thinking of official airlines and has some reference significance for the operation and development of other domestic commercial airlines as well as the formulation and implementation of marketing strategies.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F562.6

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1 姚珠峰;D公務(wù)航空公司市場營銷策略優(yōu)化研究[D];中國地質(zhì)大學(xué)(北京);2017年

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