【摘要】：21世紀(jì)以來，隨著我國(guó)國(guó)民經(jīng)濟(jì)的快速增長(zhǎng)，人民生活水平的提高，航空運(yùn)輸作為人們出行運(yùn)輸方式的一種，扮演著越來越重要的角色。然而，伴隨著巨大的航空客運(yùn)需求，由于內(nèi)外部環(huán)境的變化，中國(guó)航空客運(yùn)市場(chǎng)也存在諸如航空公司之間低價(jià)惡劣競(jìng)爭(zhēng)，產(chǎn)品服務(wù)同質(zhì)化嚴(yán)重，服務(wù)質(zhì)量不高、高鐵運(yùn)輸?shù)臎_擊等問題。因此深入分析航空客運(yùn)市場(chǎng)需求并制定有效營(yíng)銷策略來提升各航空公司的運(yùn)營(yíng)能力和管理水平就成為我國(guó)航空市場(chǎng)中一項(xiàng)亟待解決的問題。 本文從“需求”這一現(xiàn)代市場(chǎng)營(yíng)銷重要理念出發(fā)，在回顧航空客運(yùn)市場(chǎng)需求相關(guān)理論的基礎(chǔ)上，從宏觀和微觀兩個(gè)角度重點(diǎn)分析了我國(guó)航空客運(yùn)市場(chǎng)需求。在宏觀需求分析部分，定性和定量分析相結(jié)合對(duì)我國(guó)航空客運(yùn)市場(chǎng)現(xiàn)狀、宏觀因素影響以及需求總量趨勢(shì)逐步展開研究。在微觀消費(fèi)者需求實(shí)證分析部分，通過問卷調(diào)研對(duì)中國(guó)情境下的航空客運(yùn)消費(fèi)者需求特征展開深入研究，并采用多元統(tǒng)計(jì)分析方法深入探討了我國(guó)航空客運(yùn)市場(chǎng)中消費(fèi)者需求差異、滿意度及再次購(gòu)買意向之間的關(guān)系。 通過分析我國(guó)航空客運(yùn)市場(chǎng)需求，本文得到一些有益的結(jié)論：①我國(guó)航空客運(yùn)市場(chǎng)需求發(fā)展趨勢(shì)穩(wěn)定，并呈上漲趨勢(shì)。以灰色相關(guān)理論為基礎(chǔ)的多元回歸模型取得了良好的預(yù)測(cè)精度，預(yù)測(cè)結(jié)果顯示在激烈的競(jìng)爭(zhēng)環(huán)境下我國(guó)航空客運(yùn)需求量在未來五年還是呈快速發(fā)展的勢(shì)頭。②我國(guó)航空客運(yùn)市場(chǎng)需求內(nèi)容可以采用“舒適性需求、便捷性需求、時(shí)間需求、品牌及促銷需求、價(jià)格需求”這五個(gè)需求內(nèi)容維度進(jìn)行釋析；③單因素方差結(jié)果顯示年齡、性別、教育程度、收入水平、出行目的和費(fèi)用來源會(huì)對(duì)消費(fèi)者需求產(chǎn)生差異，其中年齡、收入水平以及費(fèi)用來源這三個(gè)變量是會(huì)產(chǎn)生最大影響的變量，，且需求差異主要集中于對(duì)“價(jià)格需求”和“舒適性需求”的差異；④消費(fèi)者的“價(jià)格需求”、“時(shí)間需求”和“品牌及促銷需求”這三種需求內(nèi)容維度會(huì)對(duì)滿意度產(chǎn)生顯著性影響，且消費(fèi)者的需求滿意度會(huì)對(duì)再次購(gòu)買意向產(chǎn)生正向影響作用，即消費(fèi)者需求滿意度越高，再次購(gòu)買意向會(huì)更強(qiáng)烈。這些研究結(jié)論不僅為航空客運(yùn)需求研究作了理論上的推進(jìn)，對(duì)于我國(guó)航空公司制定營(yíng)銷策略也提供了有益的借鑒和啟示。 最后，在我國(guó)航空客運(yùn)市場(chǎng)需求現(xiàn)狀特征和趨勢(shì)預(yù)測(cè)的基礎(chǔ)上，結(jié)合消費(fèi)者需求所具有的特質(zhì)，對(duì)我國(guó)航空公司提出了四種營(yíng)銷建議，并引入服務(wù)市場(chǎng)7P營(yíng)銷策略和新興媒體的應(yīng)用，為航空公司開拓市場(chǎng)和提高競(jìng)爭(zhēng)力提供些許可供參考的市場(chǎng)營(yíng)銷建議。
[Abstract]:Since the 21st century, with the rapid growth of China's national economy and the improvement of people's living standards, air transportation, as a means of transportation, plays a more and more important role. However, with the huge demand for air passenger transport, due to the changes of internal and external environment, there are also bad competition among airlines, serious homogeneity of products and services, and low quality of service in China's air passenger transport market. The impact of high-speed transportation and other issues. Therefore, it is an urgent problem to analyze the demand of air passenger transport market and formulate effective marketing strategies to improve the operation ability and management level of the airlines in our country. Starting from the important concept of "demand", this paper analyzes the demand of China's air passenger transport market from the macro and micro perspectives on the basis of reviewing the relevant theories of air passenger transport market demand. In the part of macro demand analysis, qualitative and quantitative analysis are combined to study the present situation of air passenger transport market, the influence of macro factors and the trend of total demand. In the microscopic consumer demand empirical analysis part, through the questionnaire investigation to the aviation passenger transport consumer demand characteristic under the Chinese situation carries on the thorough research. The relationship among consumer demand difference, satisfaction and repurchase intention in China's air passenger transport market is discussed by means of multivariate statistical analysis. By analyzing the demand of China's air passenger transport market, this paper draws some useful conclusions: 1 the development trend of China's air passenger transport market demand is stable, and the trend is rising. The multivariate regression model based on grey correlation theory has achieved good prediction accuracy. The forecast results show that the demand for air passenger transport in our country will develop rapidly in the next five years under the fierce competition environment. 2 the content of demand for air passenger transport in our country can adopt "comfort demand, convenience demand, time demand," Brand and promotion demand, price demand "these five demand content dimensions to explain;" (3) the univariate variance results showed that age, sex, education level, income level, travel purpose and source of expenses had different effects on consumer demand. The three variables of income level and cost source are the most influential variables, and the difference of demand mainly focuses on the difference of "price demand" and "comfort demand". (4) the three dimensions of consumer's "price demand", "time demand" and "brand and promotion demand" will have a significant impact on satisfaction, and the consumer's demand satisfaction will have a positive effect on the re-purchase intention. That is, the higher the satisfaction of consumer demand, the stronger the intention to buy again. These conclusions not only promote the research of passenger transport demand in theory, but also provide useful reference and inspiration for Chinese airlines to formulate marketing strategy. Finally, on the basis of the current demand characteristics and trend forecast of China's air passenger transport market, combined with the characteristics of consumer demand, four kinds of marketing suggestions are put forward for Chinese airlines. The application of 7P marketing strategy and new media in service market is introduced to provide some reference marketing suggestions for airlines to open up market and improve their competitiveness.
【學(xué)位授予單位】：南京航空航天大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F562;F224

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉曉明;夏洪山;;“城市對(duì)”航空客運(yùn)量與機(jī)場(chǎng)輻射域優(yōu)化[J];系統(tǒng)工程;2007年10期

2 Eugene W.Anderson ,Claes Fornell ,Donald R.Lehmann ,劉金蘭,康鍵;顧客滿意度、市場(chǎng)份額與利潤(rùn)率的關(guān)系——來自瑞典的發(fā)現(xiàn)[J];管理學(xué)報(bào);2005年01期

3 胡守忠,陶靜燕;我國(guó)航空港客流的分析與預(yù)測(cè)[J];上海經(jīng)濟(jì)研究;2002年11期

4 張永莉;張曉全;;我國(guó)城市間航空客運(yùn)量影響因素的實(shí)證分析[J];經(jīng)濟(jì)地理;2007年04期

5 黃維梁;;我國(guó)服務(wù)企業(yè)的差異化營(yíng)銷[J];經(jīng)濟(jì)管理;2003年03期

6 楊秀云,馮根福;民航業(yè)的需求差別定價(jià):特點(diǎn)和運(yùn)用[J];經(jīng)濟(jì)科學(xué);2003年05期

7 郭鵬;蕭柏春;李軍;;航空客運(yùn)收益管理無約束需求預(yù)測(cè)方法研究[J];交通運(yùn)輸工程與信息學(xué)報(bào);2008年02期

8 敖小琴;張橋艷;孫宏;;航空客運(yùn)量預(yù)測(cè)[J];科學(xué)技術(shù)與工程;2009年24期

9 湛廣;;航空公司差異化營(yíng)銷研究[J];空運(yùn)商務(wù);2006年22期

10 梁開彥;;中國(guó)低成本航空公司營(yíng)銷策略[J];空運(yùn)商務(wù);2009年10期

相關(guān)博士學(xué)位論文 前1條

1 施娟;企業(yè)內(nèi)部顧客需求差異管理研究[D];吉林大學(xué);2007年

相關(guān)碩士學(xué)位論文 前8條

1 肖敏;中國(guó)民營(yíng)航空公司營(yíng)銷戰(zhàn)略研究[D];華中科技大學(xué);2010年

2 張雄;低成本航空公司經(jīng)營(yíng)戰(zhàn)略研究[D];天津大學(xué);2010年

3 宋輝;中國(guó)西南航空公司市場(chǎng)營(yíng)銷分析和對(duì)策[D];西南財(cái)經(jīng)大學(xué);2000年

4 葉德華;果汁飲料市場(chǎng)消費(fèi)者滿意度測(cè)評(píng)研究[D];中國(guó)農(nóng)業(yè)大學(xué);2005年

5 苗青芬;航空客運(yùn)需求實(shí)證分析[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2006年

6 蔣亮;中國(guó)民航產(chǎn)業(yè)需求調(diào)查與供給優(yōu)化研究[D];華南師范大學(xué);2007年

7 鐘智輝;中國(guó)民航業(yè)的市場(chǎng)行為與績(jī)效研究[D];同濟(jì)大學(xué);2006年

8 張宗清;我國(guó)支線航空運(yùn)輸市場(chǎng)需求預(yù)測(cè)與發(fā)展規(guī)劃研究[D];中國(guó)民航大學(xué);2008年

本文編號(hào)：2410635