【摘要】：2009年金融危機(jī)后,全球的航空市場(chǎng)開(kāi)始重新出現(xiàn)增長(zhǎng)。2011年,中國(guó)民用航空局發(fā)布了“中國(guó)民航第十二個(gè)五年計(jì)劃”,提出了中國(guó)民航的發(fā)展框架,預(yù)計(jì)到2015年底,全國(guó)的運(yùn)輸機(jī)場(chǎng)達(dá)到230個(gè),覆蓋全國(guó)90%的經(jīng)濟(jì)總量,83%的人口和81%的縣級(jí)行政單元。2012年,國(guó)務(wù)院發(fā)布了《國(guó)務(wù)院關(guān)于促進(jìn)民航業(yè)發(fā)展的若干意見(jiàn)》,為中國(guó)民航行業(yè)的發(fā)展指明了科學(xué)發(fā)展的大方向。在中國(guó)民用航空局和各地方人民政府的推動(dòng)下,全國(guó)各地積極建設(shè)完善的民用機(jī)場(chǎng)體系和客貨運(yùn)網(wǎng)絡(luò)。未來(lái)國(guó)家對(duì)于機(jī)場(chǎng)建設(shè)的投資力度依然很大,并且中國(guó)對(duì)海外的投資合作主要集中在鐵路、公路、機(jī)場(chǎng)等基礎(chǔ)設(shè)施建設(shè)領(lǐng)域。在低空開(kāi)放的趨勢(shì)下,通用航空成為熱門,眾多投資商進(jìn)入該行業(yè),引進(jìn)通用制造企業(yè)、建設(shè)通用機(jī)場(chǎng)、建立培訓(xùn)學(xué)校等,創(chuàng)造了很多基礎(chǔ)設(shè)施建設(shè)項(xiàng)目。這些機(jī)遇給某公司民航工程設(shè)計(jì)院的發(fā)展帶來(lái)很好的機(jī)會(huì)。但是該院的上級(jí)公司是一家大型國(guó)有設(shè)計(jì)院,其管理體系、市場(chǎng)營(yíng)銷體系等受上級(jí)公司的影響和制約很大,沒(méi)有完全與市場(chǎng)接軌,依然存在著國(guó)有企業(yè)的弊端。但是,該院的業(yè)務(wù)基本上全部來(lái)源于市場(chǎng),在經(jīng)濟(jì)新常態(tài)下,按市場(chǎng)規(guī)律辦事、深度融入市場(chǎng)是必然的大趨勢(shì)。所以,進(jìn)行該院的營(yíng)銷策略研究很有實(shí)用價(jià)值。 作者從民航工程建設(shè)領(lǐng)域基本概念情況入手,全面分析了目前民航工程建設(shè)的內(nèi)外環(huán)境,并對(duì)民航工程設(shè)計(jì)院的優(yōu)勢(shì)、劣勢(shì)進(jìn)行分析,根據(jù)民航工程設(shè)計(jì)院現(xiàn)狀,提出該院的營(yíng)銷策略,并提出保證這些營(yíng)銷策略實(shí)施的保障。 營(yíng)銷學(xué)理論比較多,其中最經(jīng)典的是4Ps理論。該理論適用于工程設(shè)計(jì)類企業(yè)。鑒于工程設(shè)計(jì)類企業(yè)屬于服務(wù)型企業(yè),本文也重點(diǎn)應(yīng)用7Ps理論。作者結(jié)合某公司民航工程設(shè)計(jì)院的特點(diǎn)以及營(yíng)銷學(xué)經(jīng)典理論,總結(jié)出了適合民航工程設(shè)計(jì)院的的營(yíng)銷策略,介紹了每個(gè)策略的實(shí)施方法,并提出保障這些策略實(shí)施的措施。
[Abstract]:After the financial crisis of 2009, the global aviation market began to grow again. In 2011, the Civil Aviation Administration of China issued the 12th Five-Year Plan of China Civil Aviation, which proposes the development framework of China's civil aviation industry, which is expected to reach the end of 2015. The country has 230 transport airports, covering 90 percent of the country's total economic output, 83 percent of the population and 81 percent of the administrative units at the county level. In 2012, the State Council issued the State Council's opinions on promoting the Development of the Civil Aviation Industry. For the development of China's civil aviation industry pointed out the direction of scientific development. With the help of the Civil Aviation Administration of China and the local people's governments, all over the country are actively building a sound civil airport system and passenger and freight network. In the future, China's investment in airport construction will remain strong, and China's overseas investment cooperation will mainly focus on railway, highway, airport and other infrastructure construction areas. In the trend of low altitude opening, General Aviation has become a hot topic. Many investors have entered the industry, introduced general manufacturing enterprises, built general airports, established training schools, and created a lot of infrastructure construction projects. These opportunities for the development of a company's civil aviation engineering design institute brings a good opportunity. However, the superior company of the institute is a large state-owned design institute, its management system, marketing system and so on are greatly influenced and restricted by the superior company, and are not completely in line with the market, and still exist the malpractice of the state-owned enterprise. However, the business of the hospital basically comes from the market. Under the new normal state of economy, acting according to the law of the market, it is inevitable to integrate deeply into the market. Therefore, the research of the marketing strategy of the hospital is of practical value. Starting with the basic concepts in the field of civil aviation engineering construction, the author comprehensively analyzes the internal and external environment of civil aviation engineering construction, and analyzes the advantages and disadvantages of civil aviation engineering design institute, according to the present situation of civil aviation engineering design institute. Put forward the marketing strategy of the hospital and guarantee the implementation of these marketing strategies. There are many marketing theories, among which the most classical one is 4Ps theory. This theory is suitable for engineering design enterprises. In view of engineering design enterprises are service enterprises, this paper also focuses on the application of 7Ps theory. Combined with the characteristics of civil aviation engineering design institute of a company and the classical theory of marketing, the author summarizes the marketing strategies suitable for civil aviation engineering design institute, introduces the implementation methods of each strategy, and puts forward the measures to ensure the implementation of these strategies.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.92

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