自加入WTO以來,中國經濟的迅猛發(fā)展帶動了航空業(yè)的突飛猛進,同時也催生了一個新型的行業(yè)——機場貴賓服務業(yè)。國內機場紛紛成立下屬貴賓服務公司,在為高端旅客提供服務的同時獲得經濟收益,貴賓服務市場逐漸興起。近幾年,受國家政策及各行業(yè)發(fā)展波動影響,貴賓服務業(yè)務增長乏力,亟需改變現有營銷策略,為貴賓服務產品注入新動力,走出發(fā)展困境,實現可持續(xù)發(fā)展。本文從A公司貴賓服務產品存在的問題入手,深入分析問題產生的原因,并以市場調查數據和現有銷售數據為基礎,重新制定貴賓服務產品定價策略。同時,結合A公司貴賓服務產品銷售渠道的現狀,提出了線上和線下銷售渠道拓展策略,并利用多渠道差異化定價策略吸引客戶群體,從而提升A公司貴賓服務產品的銷售量,實現利潤最大化。為鞏固研究成果,本文還總結了高層管理者需要推進的八大配套措施和信息化建設,從而保障A公司的定價和渠道策略得以順利推進。隨著市場競爭不斷加劇,粗放式經營的模式必然不能適應未來的發(fā)展。機場貴賓服務行業(yè)必須適應經濟結構變化,管理者應居安思危,改變經營管理理念,大膽創(chuàng)新,調整經營管理模式,不斷提升企業(yè)自身競爭力,才能在未來的大變局中繼續(xù)謀求可持續(xù)發(fā)展。希望本文能... 

【文章來源】：廣東外語外貿大學廣東省

【文章頁數】：72 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
Abstract
摘要
Chapter 1 Introduction
    1.1 Research background, Purpose and Significance
    1.2 Research contents and methods
    1.3 Research idea of this article
Chapter 2 Literature review
    2.1 Concept of pricing strategy
    2.2 Airport VIP service concept
    2.3 Literature review on pricing strategies and airport VIP services
Chapter 3 Case Description
    3.1 Profile of A Company
    3.2 Current VIP service problems of A Company
Chapter 4 Analysis on Market Positioning and Pricing Strategy of A Company'sAirport VIP Service Products
    4.1 Development Trend and Competition Pattern of Airport VIP Service Industry
    4.2 Market demand survey and price elasticity analysis of airport VIP service
    4.3 A Company's Main Rival -Airport VIP Service Product Pricing StrategyAnalysis
    4.4 Analysis of Product Target Customers and Market Positioning of ACompany’s Airport VIP Service
    4.5 Product pricing design methods and ideas of A Company Airport VIP Service
Chapter 5 Pricing strategies for A Company's products for VIP service in differentdistribution channels
    5.1 Analysis of distribution channels of existing marketing and pricing strategies
    5.2 Analysis of expandable marketing channels
    5.3 Analysis of differentiated pricing strategies for multiple marketing channels
Chapter 6 How to Make the Execution of Pricing Strategy of A Company be fullyGuaranteed
    6.1 Start with the Management
    6.2 Promote the Informatization of Online Channels
Chapter 7 Conclusion
    7.1 Summary
    7.2 Research Prospects
References
Appendix Ⅰ



本文編號：3081712