摘要
近些年来，随着我国航空公司数量的不断增多，以及高速铁路网发展带来的
竞争压力，航空公司应如何在激烈的市场竞争中获取生存和盈利空间就成为摆在
各企业面前亟待解决的现实问题。而且，民航运输业作为生产性服务业，服务质
量和水平对于提高航空公司市场竞争能力起着最为根本和决定性的作用，航空公
司之间的竞争也从最根本上取决于其服务质量和水平的竞争，因而如何提高服务
营销水平也成为决定航空公司能否永续发展的关键

春秋航空作为我国民营航空公司的杰出代表，其低成本运营模式也成为我国
航空运输企业商业模式创新的杰出代表。有鉴于此，本研究首先就服务营销和民
航服务产品的特点进行了分析和综述。在此基础上，就春秋航空服务营销现状、
服务营销策略进行了分析。特别地，本研究构建了国内航空公司服务营销评价体
系，并结合春秋航空与国内 A、B 两家航空公司就服务营销水平进行对比分析，
从而为客观认知春秋航空服务营销存在的问题提供了依据。进一步地，本研究对
春秋航空基于未来服务营销战略发展需要，自身发展所面临的优势与劣势，以及
未来可能面临的外部机遇与威胁进行了分析，从而为后续春秋航空服务营销提升
策略的具体建议提供依据

基于春秋航空服务营销所面临的优劣势、机遇与挑战的环境，本研究结合春
秋航空自身实际情况，并基于服务营销理论框架从产品策略、价格及促销策略、
渠道及服务沟通策略、人员策略等方面提出了促进春秋航空服务营销水平提升的
针对性建议和举措。相关研究结论对于指导我国春秋航空公司提升服务水平，以
及对于国内其他航空运输企业都具有较大的参考价值

关键词：春秋航空，服务营销，SWOT 分析，营销策略III
ABSTRACT
In recent years, with the number of airlines in China is constantly increasing, and
high-speed railway network development competition pressure, the airline should how
to obtain the survival and profitability in the fierce competition in the market has
become the urgent problem to be solved in front of all the companies. Moreover, the
civil aviation transportation industry as producer services, the quality and level of
service to improve the ability of market competition of airline plays the most
fundamental and decisive role, competition among airlines also fundamentally
depends on the service quality and the level of competition, so how to improve the
level of service marketing has become the key of aviation the company&39;s sustainable
development.
Standing on the status quo of China’s airline transport market and the actual
situation of Spring Airlines, and the modern marketing theory combined with the
operation practice of Spring Airlines, it puts forward the advice about how to improve
the level of service marketing. In view of this, the thesis analyzes and summarizes the
characteristics of service marketing and civil aviation service firstly. On this basis, it
analyzes the service marketing situation and strategies of Spring Airlines. In particular,
the thesis constructs the evaluation system of domestic airlines service marketing, and
analyzes the service marketing level combined Spring Airlines with A, B Airlines.
Consequently, it provides the evidence for the service marketing problem of Spring
Airlines. Furthermore, based on the development demands of service marketing
strategies, the advantages and disadvantages in developing, and external opportunities
and threats of Spring Airlines in furture, the thesis performs an analysis. Then, it
provides the evidence for specific advice of the promotion strategies of Spring
Airlines service marketing.
Based on advantages and disadvantages, and the opportunities and challenges of
the Spring Airlines service marketing, and combing with own actual situation, the
thesis puts forward targeted advice and mesaures from product strategy, price and
promotion strategy, channel and service communication strategy, personnel strategy to
promote the level of service marketing of Spring Airlines promotion. Related research
conclusions provide a lot of beneficial enlightment for Spring Airlines, for example,IV
how to cope with the situation domestic and international market competition
situation and how to develop in the competition.
Key words: Spring Airlines; service marketing;SWOT analysis; marketing
strategiesV
目 录
摘要........I
ABSTRACT ...III
目录.......V
第 1 章 绪言....1
1.1 研究背景与研究意义 .1
1.1.1 选题背景 ..........1
1.1.2 研究意义 ..........2
1.2 研究内容与研究方法 .2
1.2.1 研究内容 ..........2
1.2.2 研究方法 ..........2
第 2 章 相关理论综述..5
2.1 民航服务营销的相关概念 .....5
2.1.1 服务的定义及特性 ......5
2.1.2 服务营销的定义和内容 ..........5
2.1.3 服务营销的特征 ..........6
2.2 民航服务链条理论 .....7
2.2.1 民航旅客服务链条 ......7
2.2.2 民航旅客让渡价值构成 ..........7
2.3 国内外研究现状 .........9
2.3.1 国外研究现状 ..9
2.3.2 国内研究现状 10
第 3 章 春秋航空服务营销现状评价及问题分析 ...11
3.1 春秋航空基本情况介绍 .......11
3.1.1 春秋航空简介 11
3.1.2 经营定位与目标市场 11
3.2 春秋航空服务营销竞争策略及现状 ...........12
3.2.1 春秋航空竞争策略 ....12
3.2.2 春秋航空服务营销现状 ........13
3.3 春秋航空服务营销评价过程及分析 ...........15
3.3.1 服务营销评价研究设计 ........15VI
3.3.2 服务营销评价指标权重测算及分析 21
3.3.3 国内航空公司服务营销评价结果及分析 ....25
第 4 章 春秋航空服务营销 SWOT 分析......35
4.1 春秋航空服务营销优势分析 ...........35
4.1.1 经营模式优势 35
4.1.2 航旅平台优势 35
4.1.3 辅业支撑的价格优势 36
4.1.4 信息技术优势 36
4.2 春秋航空服务营销劣势分析 ...........37
4.2.1 资金及体制劣势 ........37
4.2.2 飞行员紧缺 ....37
4.2.3 网络、系统故障风险 38
4.3 春秋航空服务营销机遇分析 ...........38
4.3.1 中国经济巨大增长潜力 ...