I 摘要 飞机作为一种出行的交通工具越来越普及，非航空性业务收入作为机场营 业收入的重要组成成分，对于大幅提高机场盈利能力、增加机场品牌价值、营 造机场商圈可持续性发展环境起着极为重要的作用。当下航班、航线拓展受限， 航油价格趋高，廉价航空业越来越受到旅客的青睐，航空公司的运输成本利润 率难有增长。航空客流量虽日益增加，但航空性业务收入较为固定，难以有实 质性突破，而非航空性业务收入可以通过商业规划、营销创新等手段增加收入， 且收入弹性也较大。因此，非航空性业务发展是机遇也是挑战。 昆明机场作为对接东南亚、南亚的国际性大型门户枢纽机场商业价值完全 没有得到充分开发，非航空性业务收入仍有很大提升空间。为了有效增强企业 竞争力，寻找机场非航空性业务收入提升促进增加昆明机场非航空性业务收入 是当下亟待解决的问题。 本文以昆明长水国际机场为研究对象，首先，通过对机场行业非航空性业 务发展规律、趋势及现状进行分析，同时借鉴国外先进大型枢纽机场非航空性 业务发展经验，总结行业所处发展环境。其次，从实际出发，结合电子商务、 营销管理、消费心理等相关理论，运用 PEST 分析法对昆明机场非航空性业务发 展从宏观环境方面进行了分析，同时采用 SWOT 分析工具，从内部优势、劣势分 析了企业内部发展条件，外部机遇、挑战分析了企业外部竞争环境；接着在上 述环境分析的基础上从旅客停留时间、经营方式、收入构成、资源使用、信息 化发展状况等五个方面分析昆明机场非航业务发展现状。再次，通过对昆明机 场旅客市场进行细分，作出适合当前发展的差异化营销战略。最后，基于此营 销战略提出以“互联网+机场”为思路的非航商业收入提升策略，从而最大限度 地开发机场流量的潜在价值，转化为机场收入，合理利用有限空间内的商业资 源，提高商业运营效率，促进增加机场非航空性业务收入，在激烈竞争环境中 稳步发展。同时，希望本文能够为同类企业非航商业运营策略研究、非航空性 业务收入增加提供一定的借鉴和参考。 关键词：“互联网+”；非航空性业务；O2O 营销模式；4P 营销策略Abstract II Abstract The plane as a kind of transportation is more and more popular, non-aviation business income as an important component of the airport operating income, for a substantial increase in profitability, increase the airport brand value, create the airport district environmental protection and sustainable development plays an extremely important role. At present, the expansion of flights and routes are limited, the price of aviation oil tends to be higher, and the cheap aviation industry is more and more popular with passengers. The profit margin of transportation cost of airlines is difficult to grow. Although the air passenger flow is increasing day by day, the revenue of aviation business is relatively fixed, and it is difficult to make substantial breakthroughs. Non-aviation business income can increase revenue through business planning, marketing innovation and other means, and the income elasticity is also large. Therefore, the development of non-aviation business is both an opportunity and a challenge. The commercial value of Kunming Airport as a large international portal hub connecting Southeast Asia and South Asia has not been fully developed, and there is still a lot of room for non-aviation business income to improve. In order to effectively enhance the competitiveness of enterprises, it is an urgent problem to find out how to improve the revenue of non-aviation business at Kunming Airport and how to increase the revenue of non-aviation business at KunmingAirport. This article takes Kunming Changshui International Airport as the research object, Firstly, through the analysis of the development law, trend and current situation of non-aviation business in the airport industry, at the same time, drawing on the experience of foreign advanced large hub airport non-aviation business development, it summarizes the development environment of the industry. Secondly, starting from the reality, combining with the relevant theories of e-commerce, marketing management and consumer psychology, this paper uses PEST analysisAbstract III method to analyze the development of non-aviation business in Kunming Airport from the macro-environment, and uses SWOT analysis tool to analyze the internal development conditions, external opportunities and challenges of enterprises from the internal advantages and disadvantages. On the basis of the above environmental analysis, the development status of Kunming Airport's non-aviation business is analyzed from five aspects: passenger stay time, business mode, income composition, resource utilization and information development. Thirdly, through STP theory analysis, after subdividing the passenger market of Kunming Airport, choosing target market and market positioning, make a differentiated marketing strategy suitable for the current development. Finally, based on this marketing strategy, we propose a strategy to enhance non airline revenue based on the idea of Internet + Airport”, embarks from the actual situation, uses the electronic commerce, the marketing management, the consumptive psychology and so on correlation theory analysis research, proposes to take the Internet + Airport as the mentality non navigation income enhancement strategy, thus maximizes the development machine field flow potential value, thus translates into the airport income, reasonably utilizes the limited space commercial resources. To improve the efficiency of commercial operation, promote the increase of airport non-aviation business income, and develop steadily in the fierce competitive environment. At the same time, I hope this paper can provide some reference for similar enterprises to study business operation strategy and increase non-aviation business income. Key words: Internet +”; non-aviation business;O2O marketing mode;4P marketing strategy.目录 IV 目 录 摘要............................................................................................................I Abstract.......................................................................................................II 1 引言.........................................................................................................1 1.1 研究背景和研究意义...................................................................................... 1 1.1.1 研究背景........................................................................................................................... 1 1.1.2 研究意义........................................................................................................................... 1 1.2 问题提出.......................................................................................................... 2 1.3 文献综述.......................................................................................................... 3 1.4 研究方法和技术路线...................................................................................... 6 1.4.1 研究方法........................................................................................................................... 6 1.4.2 技术路线........................................................................................................................... 7 1.5 论文结构安排.................................................................................................. 7 2 研究相关的理论基础...........................................................................10 2.1 市场营销相关理论........................................................................................ 10 2.1.1 市场细分......................................................................................................................... 10 2.1.2 4P 营销策略....................................................................................................................11 2.1.3 差异化营销战略理论.....................................................................................................12 2.1.4 体验营销理论.................................................................................................................13 2.2 电子商务相关理论........................................................................................ 13 2.2.1 O2O 营销模式................................................................................................................ 13 2.2.2 大数据............................................................................................................................. 14 2.3 信息技术在营销中的应用............................................................................ 14 2.3.1 大数据与精准营销.........................................................................................................14 2.3.2 大悦城的“互联网+应用”...............................................................................................15 3 国内外机场非航资源管理发展现状及管理经验概述......................16目录 V 3.1 机场行业非航空性业务发展的规律............................................................ 16 3.2 机场行业非航资源运营管理发展趋势分析................................................ 17 3.3 国外先进大型枢纽机场非航资源运营管理经验概述................................ 18 3.3.1 香港机场......................................................................................................................... 18 3.3.2 新加坡樟宜机场.............................................................................................................19 3.3.3 韩国仁川机场.................................................................................................................19 3.3.4 日本成田机场.................................................................................................................20 3.3.5 国外先进大型枢纽机场非航资源运营管理经验小结.................................................20 3.4 国内机场非航空性业务发展现状分析........................................................ 21 4 昆明机场非航空性业务营销环境和现状分析..................................10 4.1 昆明机场非航空性业务宏观营销环境分析................................................ 23 4.1.1 政治环境（P）...............................................................................................................23 4.1.2 经济环境（E）...............................................................................................................23 4.1.3 社会环境（S）...............................................................................................................23 4.1.4 技术环境（T）...............................................................................................................24 4.2 昆明机场非航空性业务微观营销环境 SWOT 分析...................................24 4.2.1 优势（S）.......................................................................................................................24 4.2.2 劣势（W）......................................................................................................................28 4.2.3 机遇（O）...................................................................................................................... 29 4.2.4 挑战（T）.......................................................................................................................32 4.3 昆明机场非航空性业务发展现状分析........................................................ 34 4.3.1 从旅客停留时间上看.....................................................................................................34 4.3.2 从经营方式上看.............................................................................................................34 4.3.3 从收入构成上看.............................................................................................................35 4.3.4 从资源使用上看.............................................................................................................36 4.4 昆明机场信息化发展状况及趋势................................................................ 36 4.4.1 行业内信息化发展状况.................................................................................................37 4.4.2 昆明机场信息化发展状况及趋势.................................................................................37 5 构建昆明机场航站楼智能商业平台策略建议..................................40目录 VI 5.1 昆明机场旅客消费者市场细分.................................................................... 40 5.2 构建昆明机场航站楼智能商业平台策略建议的实施................................ 40 5.2.1 注重旅客体验，提升旅客消费满意度.........................................................................41 5.2.2 有效管理数据，力争精准营销.....................................................................................42 5.2.3 加强客户关系管理，深度挖掘旅客潜力.....................................................................43 5.2.4 管理品牌资产，健全物流体系，差异化电商服务提高竞争力.................................43 5.2.5 推动临空经济，打造机场商圈.....................................................................................44 6 结论与展望...........................................................................................46 6.1 研究结论........................................................................................................ 46 6.2 研究不足........................................................................................................ 46 6.3 研究展望........................................................................................................ 47