本文選題：航空運(yùn)輸業(yè)　切入點(diǎn)：服務(wù)水平　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年來(lái)我國(guó)服務(wù)業(yè)發(fā)展迅猛,但服務(wù)營(yíng)銷發(fā)展還比較緩慢,仍存在很多弊端,如何提高服務(wù)業(yè)的營(yíng)銷水平顯得尤為重要。航空產(chǎn)業(yè)作為服務(wù)型產(chǎn)業(yè),目前正面臨著激烈的競(jìng)爭(zhēng),相較于公路、鐵路等其他交通運(yùn)輸方式來(lái)說(shuō),航空業(yè)的市場(chǎng)更加多變復(fù)雜,發(fā)展也受到了很大的制約。于內(nèi),國(guó)內(nèi)的航空業(yè)如雨后春筍般林立,競(jìng)爭(zhēng)異常激烈。于外,相較于國(guó)外航空公司,我國(guó)的民航業(yè)經(jīng)營(yíng)管理和服務(wù)水平仍存在很大的差距,這對(duì)于我國(guó)航空業(yè)來(lái)說(shuō)壓力增大。旅客運(yùn)輸作為航空運(yùn)輸業(yè)的重要組成部分,面臨著客戶滿意度低,忠誠(chéng)度低,企業(yè)盈利水平低的局面。若想改變被動(dòng)局面,提高服務(wù)營(yíng)銷水平就顯得格外重要,也對(duì)我國(guó)航空業(yè)發(fā)展以及豐富我國(guó)的服務(wù)業(yè)營(yíng)銷理論有較大意義。本文將市場(chǎng)營(yíng)銷相關(guān)理論引入到A航空公司服務(wù)營(yíng)銷策略研究當(dāng)中來(lái),通過(guò)對(duì)A航空公司相關(guān)信息的收集,借鑒文獻(xiàn)查閱法、比較分析法等進(jìn)行研究。對(duì)A航空公司目前的發(fā)展?fàn)顩r進(jìn)行全面分析。本論文一共包括七個(gè)部分,第一部分對(duì)本文研究背景、目的與意義進(jìn)行了說(shuō)明;第二部分對(duì)服務(wù)營(yíng)銷相關(guān)理論進(jìn)行了回顧,為后文奠定基礎(chǔ);第三部分對(duì)公司內(nèi)外部環(huán)境分析的基礎(chǔ)上,對(duì)A航空公司的營(yíng)銷環(huán)境進(jìn)行了 SWOT總結(jié);第四部分采用STP策略對(duì)A航空公司市場(chǎng)進(jìn)行了細(xì)分與選擇定位;第五部分制定了 A航空公司的服務(wù)營(yíng)銷策略;第六部分服務(wù)營(yíng)銷的實(shí)施與控制。第七部分為本論文的結(jié)論部分,對(duì)A航空公司的未來(lái)發(fā)展前景進(jìn)行展望。本文通過(guò)對(duì)A航空公司經(jīng)營(yíng)狀況以及存在的諸多問(wèn)題進(jìn)行分析和研究,根據(jù)服務(wù)營(yíng)銷的相關(guān)理論,結(jié)合國(guó)內(nèi)外較先進(jìn)的運(yùn)營(yíng)實(shí)踐,研究設(shè)計(jì)適用于A航的服務(wù)營(yíng)銷策略,以此增強(qiáng)A航在同期市場(chǎng)的競(jìng)爭(zhēng)力,提高A航的競(jìng)爭(zhēng)活力。同時(shí)也希望在理論上提高我國(guó)民航企業(yè)的服務(wù)水平,增強(qiáng)我國(guó)民航企業(yè)的世界競(jìng)爭(zhēng)力。
[Abstract]:In recent years, the service industry in our country has developed rapidly, but the development of service marketing is still slow, there are still many disadvantages, how to improve the marketing level of the service industry is particularly important. At present, we are facing fierce competition. Compared with other modes of transportation, such as roads, railways and other modes of transportation, the market of the aviation industry is more volatile and complex, and its development is also greatly restricted. At home, the domestic aviation industry is springing up like a spring rain. The competition is extremely fierce. Outside, compared with foreign airlines, there is still a big gap in the management and service level of China's civil aviation industry. As an important part of the air transport industry, passenger transport is facing a situation of low customer satisfaction, low loyalty and low profitability. If you want to change the passive situation, It is very important to improve the level of service marketing, and it is of great significance to the development of aviation industry and enrich the theory of service marketing in our country. This paper introduces the theory of marketing into the study of service marketing strategy of airline A. By collecting the relevant information of airline A, referring to the literature reference method, comparative analysis and so on, the paper makes a comprehensive analysis of the current development of airline A. this paper includes seven parts. The first part describes the background, purpose and significance of this paper; the second part reviews the related theories of service marketing, which lays the foundation for the following articles; the third part of the analysis of the internal and external environment of the company on the basis, This paper summarizes the marketing environment of airline A by SWOT, classifies and chooses the market of airline A by STP strategy in 4th, formulates the service marketing strategy of airline A in 5th; Part 6th is the implementation and control of service marketing. Part 7th is the conclusion of this paper. The future development prospect of airline A is prospected. Through the analysis and research on the operating status and problems of airline A, according to the relevant theory of service marketing, combined with the more advanced operation practice at home and abroad, This paper studies and designs a service marketing strategy suitable for A Airlines, so as to enhance the competitiveness of A Airlines in the same period market and enhance its competitive vitality. At the same time, it also hopes to improve the service level of China's civil aviation enterprises in theory. Enhance the world competitiveness of China's civil aviation enterprises.
【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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