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山东航空公司的营销策略研究_MBA硕士毕业论文DOC

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文本描述
摘要
I
山东航空公司的营销策略研究
摘要
随着近几年国家经济的持续高速增长,我国民航业仍然在蓬
勃发展的黄金阶段,民航已经成为大众出行的一个重要选择,高
速发展也伴随着行业模式的变革,推动着大众化消费时代的到来

截至到 2016 年底,中国民航全行业运输飞机期末在册架数达到
2933 架,比上年增长了 283 架,未来的飞机架数还将以这样的速
度继续增长,这也为行业带来了布局过剩的现实局面。山东航空
股份有限公司作为以山东地区为主基地的全国性航空公司,经过
二十二年的健康发展,连续十年保持盈利,已拥有波音系列等各
型飞机 100 架,并建立了覆盖全国的大三角航线网络结构。随着
民航业竞争不断加剧,高铁网络的冲击,低成本航企的迅速发展,
山航要想在十三五创造更辉煌的战绩,就必须创新营销服务模式,
提高内部管理效率,全面提升企业的核心竞争力。摘要
II
本文第一章对论文的研究背景、研究意义、研究方法及技术
路径进行了阐述,指出山航营销策略的先进和合理将对进一步提
高公司的经营水平和效益水平具有积极作用;第二章介绍了本文
相关理论内容,包括 STP 理论,7Ps 营销以及 O2O 营销理论,为后
面的研究分析提供了理论依据;第三章从宏观的环境分析、消费
者以及行业的竞争环境等各方面进行了现状分析,并针对山航自
身提出了营销工作中存在的问题,产品结构单一、定价策略不够
先进、渠道转型期的控制力问题以及促销策略不足等;第四章针
对山航营销过程中的问题,通过市场细分,以及服务营销的七个
部分详尽阐述了营销策略的实施;第五章对营销策略实施需要进
行的保障工作提出了自己的五点建议,并最终提出调研之后的结
论,以及对未来民航市场营销工作的展望

关键词: 山东航空 STP 7Ps 理论 营销策略ABSTRACT
III
RESEARCH ON THE MARKETING STRATEGY OF
SHANDONG AIRLINES
ABSTRACT
With the sustained and rapid growth of the national economy in recent years, China&39;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 also accompanied
by changes in the industry model to promote the popular consumer era The As of the end of
2016, China&39;s civil aviation industry transport aircraft at the end of the number of books in
the book to reach 2933, an increase of 283 over the previous year, the future number of
aircraft will continue to grow at such a rate, which also brought the layout of the industry
surplus The reality of the situation. Shandong Airlines Co., Ltd. as a base in Shandong
Province, the national airline, after 22 years of healthy development, for 10 years to maintain
profitability, has a Boeing series and other types of aircraft 100, and the establishment of a
nationwide Triangle route network structure. With the increasing competition in the civil
aviation industry, the impact of high-speed rail network, the rapid development of low-cost
aviation enterprises, Shandong Airlines in order to create more brilliant achievements in the
thirteen five, it must innovate marketing service model, improve internal management
efficiency, The core competitiveness.
The first chapter of this paper elaborates the research background, the research
significance, the research method and the technical path of the paper, and points out that theABSTRACT
IV
advanced and reasonable strategy of the marketing strategy of Shandong Airlines will play a
positive role in further improving the company&39;s management level and benefit level. The
theoretical content of this paper, including STP theory, 7Ps marketing and O2O marketing
theory, provides the theoretical basis for the following research and analysis. The third
chapter analyzes the current situation from the macro environment analysis, the consumer
and the competitive environment of the industry , And puts forward the problems in the
marketing work, the product structure is single, the pricing strategy is not advanced enough,
the control problem of the channel transition period and the promotion strategy is
insufficient; the fourth chapter is aimed at the problem in the marketing process of Shanhang
Market segmentation, and service marketing in seven parts of the implementation of the
marketing strategy in detail; Chapter 5 of the implementation of marketing strategy needs to
carry out the work of their own five recommendations, and finally put forward the
conclusions after the investigation, as well as the future Prospects of Civil Aviation
Marketing.
YIN YUANYUAN(MBA)
Supervised by DU QINPING
KEY WORDS:Shandong Airlines;STP;7Ps;marketing strategy目录
- V -
目 录
摘要.........Ⅰ
ABSTRACT ..........Ⅲ
第一章 绪论...........1
1.1 研究背景 ..........1
1.2 研究意义 ..........2
1.3 研究内容及方法 ..........4
1.4 研究的技术路径 ..........4
第二章 相关理论介绍.......6
2.1 STP 理论 ...........6
2.2 7Ps 营销组合理论 ........8
2.3 O2O 营销模式 12
第三章 民航业现状及山航竞争环境分析 .........13
3.1 国内民航业发展环境现状 ....13
3.1.1 政治环境分析 .........14
3.1.2 经济环境分析 .........15
3.1.3 社会文化环境分析 .15
3.1.4 技术环境分析 .........16
3.2 山航的消费者分析 ....16
3.3 山航的竞争环境分析 17
3.3.1 现有竞争者的发展现状 .....17
3.3.2 潜在竞争者的发展趋势 .....20
3.3.3 替代产品的威胁 .....21
3.4 山航的营销现状及存在的问题 ........21
3.4.1 山东航空公司简介 .21
3.4.2 山航客运营销现状 .22
3.4.3 山航客运营销面临的困难 .24
第四章 山航的 STP 及 7Ps 策略分析.....27
4.1 STP 策略 .........27目录
- VI -
4.1.1 市场细分 .....27
4.1.2 市场选择 .....32
4.1.3 市场定位 .....33
4.2 营销组合策略 34
4.2.1 多样化产品策略 .....34
4.2.2 产品组合定价策略 .38
4.2.3 转型期的渠道策略 .40
4.2.4 整合促销策略 .
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