本文選題：山東航空 + STP　； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：隨著近幾年國(guó)家經(jīng)濟(jì)的持續(xù)高速增長(zhǎng),我國(guó)民航業(yè)仍然在蓬勃發(fā)展的黃金階段,民航已經(jīng)成為大眾出行的一個(gè)重要選擇,高速發(fā)展也伴隨著行業(yè)模式的變革,推動(dòng)著大眾化消費(fèi)時(shí)代的到來(lái)。截至到2016年底,中國(guó)民航全行業(yè)運(yùn)輸飛機(jī)期末在冊(cè)架數(shù)達(dá)到2933架,比上年增長(zhǎng)了283架,未來(lái)的飛機(jī)架數(shù)還將以這樣的速度繼續(xù)增長(zhǎng),這也為行業(yè)帶來(lái)了布局過(guò)剩的現(xiàn)實(shí)局面。山東航空股份有限公司作為以山東地區(qū)為主基地的全國(guó)性航空公司,經(jīng)過(guò)二十二年的健康發(fā)展,連續(xù)十年保持盈利,已擁有波音系列等各型飛機(jī)100架,并建立了覆蓋全國(guó)的大三角航線網(wǎng)絡(luò)結(jié)構(gòu)。隨著民航業(yè)競(jìng)爭(zhēng)不斷加劇,高鐵網(wǎng)絡(luò)的沖擊,低成本航企的迅速發(fā)展,山航要想在十三五創(chuàng)造更輝煌的戰(zhàn)績(jī),就必須創(chuàng)新?tīng)I(yíng)銷服務(wù)模式,提高內(nèi)部管理效率,全面提升企業(yè)的核心競(jìng)爭(zhēng)力。本文第一章對(duì)論文的研究背景、研究意義、研究方法及技術(shù)路徑進(jìn)行了闡述,指出山航營(yíng)銷策略的先進(jìn)和合理將對(duì)進(jìn)一步提高公司的經(jīng)營(yíng)水平和效益水平具有積極作用;第二章介紹了本文相關(guān)理論內(nèi)容,包括STP理論,7Ps營(yíng)銷以及O2O營(yíng)銷理論,為后面的研究分析提供了理論依據(jù);第三章從宏觀的環(huán)境分析、消費(fèi)者以及行業(yè)的競(jìng)爭(zhēng)環(huán)境等各方面進(jìn)行了現(xiàn)狀分析,并針對(duì)山航自身提出了營(yíng)銷工作中存在的問(wèn)題,產(chǎn)品結(jié)構(gòu)單一、定價(jià)策略不夠先進(jìn)、渠道轉(zhuǎn)型期的控制力問(wèn)題以及促銷策略不足等;第四章針對(duì)山航營(yíng)銷過(guò)程中的問(wèn)題,通過(guò)市場(chǎng)細(xì)分,以及服務(wù)營(yíng)銷的七個(gè)部分詳盡闡述了營(yíng)銷策略的實(shí)施;第五章對(duì)營(yíng)銷策略實(shí)施需要進(jìn)行的保障工作提出了自己的五點(diǎn)建議,并最終提出調(diào)研之后的結(jié)論,以及對(duì)未來(lái)民航市場(chǎng)營(yíng)銷工作的展望。
[Abstract]:With the sustained and rapid economic growth in recent years, China's civil aviation industry is still in the golden stage of vigorous development, civil aviation has become an important choice for mass travel, high-speed development is accompanied by the transformation of the industry model. Promote the arrival of the age of mass consumption. By the end of 2016, the total number of aircraft in the industry at the end of the year had reached 2933, an increase of 283 compared with the previous year. The number of aircraft shelves in the future will continue to grow at this rate, which has also brought about a reality of excess layout for the industry. Shandong Airlines Co., Ltd., as a national airline based mainly in Shandong, has maintained profitability for 10 consecutive years after 22 years of healthy development. It already has 100 aircraft of various types, such as Boeing series. The network structure of the big triangle route covering the whole country is established. With the increasing competition in the civil aviation industry, the impact of the high-speed rail network, and the rapid development of low-cost airlines, if Shanghang wants to create more brilliant results in the 13th Five-Year Plan, it must innovate its marketing service model and improve its internal management efficiency. Improve the core competitiveness of enterprises. The first chapter expounds the research background, research significance, research methods and technical path of the thesis, and points out that the advanced and reasonable marketing strategy of Shanhang will play a positive role in further improving the management level and benefit level of the company. The second chapter introduces the relevant theoretical contents of this paper, including STP theory 7Ps marketing and O2O marketing theory, which provides the theoretical basis for the later research and analysis. This paper analyzes the current situation of consumers and the competitive environment of the industry, and puts forward the problems existing in the marketing work in view of Shanhang itself, the product structure is single, the pricing strategy is not advanced enough, The fourth chapter, aiming at the problems in Shanhang's marketing process, elaborates the implementation of marketing strategy through market segmentation and seven parts of service marketing. The fifth chapter puts forward five suggestions to guarantee the implementation of marketing strategy, and finally puts forward the conclusion after the investigation, and the prospect of the future civil aviation marketing work.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F562.6

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