自加入WTO以來(lái),中國(guó)經(jīng)濟(jì)的迅猛發(fā)展帶動(dòng)了航空業(yè)的突飛猛進(jìn),同時(shí)也催生了一個(gè)新型的行業(yè)——機(jī)場(chǎng)貴賓服務(wù)業(yè)。國(guó)內(nèi)機(jī)場(chǎng)紛紛成立下屬貴賓服務(wù)公司,在為高端旅客提供服務(wù)的同時(shí)獲得經(jīng)濟(jì)收益,貴賓服務(wù)市場(chǎng)逐漸興起。近幾年,受國(guó)家政策及各行業(yè)發(fā)展波動(dòng)影響,貴賓服務(wù)業(yè)務(wù)增長(zhǎng)乏力,亟需改變現(xiàn)有營(yíng)銷策略,為貴賓服務(wù)產(chǎn)品注入新動(dòng)力,走出發(fā)展困境,實(shí)現(xiàn)可持續(xù)發(fā)展。本文從A公司貴賓服務(wù)產(chǎn)品存在的問題入手,深入分析問題產(chǎn)生的原因,并以市場(chǎng)調(diào)查數(shù)據(jù)和現(xiàn)有銷售數(shù)據(jù)為基礎(chǔ),重新制定貴賓服務(wù)產(chǎn)品定價(jià)策略。同時(shí),結(jié)合A公司貴賓服務(wù)產(chǎn)品銷售渠道的現(xiàn)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(jià)策略吸引客戶群體,從而提升A公司貴賓服務(wù)產(chǎn)品的銷售量,實(shí)現(xiàn)利潤(rùn)最大化。為鞏固研究成果,本文還總結(jié)了高層管理者需要推進(jìn)的八大配套措施和信息化建設(shè),從而保障A公司的定價(jià)和渠道策略得以順利推進(jìn)。隨著市場(chǎng)競(jìng)爭(zhēng)不斷加劇,粗放式經(jīng)營(yíng)的模式必然不能適應(yīng)未來(lái)的發(fā)展。機(jī)場(chǎng)貴賓服務(wù)行業(yè)必須適應(yīng)經(jīng)濟(jì)結(jié)構(gòu)變化,管理者應(yīng)居安思危,改變經(jīng)營(yíng)管理理念,大膽創(chuàng)新,調(diào)整經(jīng)營(yíng)管理模式,不斷提升企業(yè)自身競(jìng)爭(zhēng)力,才能在未來(lái)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(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：72 頁(yè)

【學(xué)位級(jí)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



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