近几年，我国经济发展出现了由过去的主要注重增速到现在的开始注重发展 质量的转变。在新的经济形势下，民航业特别是民航运输业在经过几十年的快速 发展之后也面临一些新情况，如民航运输企业的营业收入增长缓慢、市场竞争激 烈、民航旅客群体出现新的变化等。在新的经济形势和市场环境下，如何更好的 挖掘自身优势、提高自身竞争力，从而开拓或占有更大的民航市场份额、增加营 收，对民航运输企业都提出了新的挑战和要求。 本文以我国民航运输企业的市场发展策略为研究对象，对国内外部分航空运 输企业经营过程中实施的市场策略进行了整理，分析了我国民航运输企业市场发 展策略的演变过程，总结了当前民航运输企业市场策略实施过程中影响需求的若 干因素，并探讨了民航运输企业市场发展策略研究的新方向。通过数学模型，对 未来一段时期内我国民航旅客运输市场的总量进行了分析预测，为民航运输企业 市场发展策略的制定提供了宏观层面的数据支撑。设计了针对民航旅客群体的调 查问卷，对国内民航旅客群体开展调查研究，找出了民航旅客在出行中的关注点 和需求点。并从旅客需求出发，运用回归分析模型对影响旅客满意度的因素进行 分析，为民航运输企业市场策略的制定提供了微观层面的数据支撑。结合航空运 输A企业进行了案例分析，对A航空运输企业的优势与劣势、旅客需求差异等 方面进行了分析。最后，总结分析结论，对A航空运输企业市场发展策略的制 定提出了若干建议。 关键词：市场发展策略，竞争力，民航市场，旅客需求 III ABSTRACT In recent years, China's economic development has changed from focusing only on growth in the past to focusing on the quality of development. Under the new economic situation, civil aviation industry, especially the civil aviation transport enterprises, are also facing some new situations after decades of rapid development, such as the slow growth of the business income of the civil aviation transport enterprises, the fierce market competition, and the new changes of the civil aviation passenger groups. In the new economic situation and market environment, how to better tap their own advantages, improve their competitiveness, so as to open up or occupy a larger market share of civil aviation, increase revenue, civil aviation transport enterprises have put forward new challenges and requirements. This paper takes the marketing strategy of China's civil aviation transport enterprises as the research object, collates the market strategy implemented in the operation process of some domestic and foreign air transport enterprises, analyses the evolution process of the marketing strategy of China's civil aviation transport enterprises, and summarizes the influence of the current implementation process of the marketing of civil aviation transport enterprises. Several factors of demand are discussed and the new direction of marketing strategy for civil aviation transportation enterprises is discussed. Through the mathematical model, the total volume of China's civil aviation passenger transport market in the coming period is analyzed and predicted, which provides macro-level data support for the formulation of market development strategies of civil aviation transport enterprises. A questionnaire was designed for the civil aviation passenger groups, and the domestic civil aviation passenger groups were investigated and studied, and the focus and demand points of civil aviation passengers in travel were found out. From the passenger demand point of view, this paper uses regression analysis model to analyze the factors affecting passenger satisfaction, which provides micro-level data support for the formulation of marketing strategy of civil aviation transport enterprises. Combining with the case analysis of air transportation A enterprise, the advantages and disadvantages of A enterprise and the differences of passenger demand are analyzed. Finally, the conclusion is concluded, and some suggestions for the formulation of marketing IV strategy for A enterprises are put forward. KEY WORDS：Marketing strategy, Competitiveness, Civil aviation market, Passenger demand V 目 录 第1章 绪论 .................................................................................................................. 1 1.1 选题背景及问题提出 ..................................................................................... 1 1.2 研究的目标、内容 ......................................................................................... 2 1.3 研究所用的方法 ............................................................................................. 2 1.4 技术路线图 ..................................................................................................... 3 第2章 相关理论及研究方法 ...................................................................................... 5 2.1 市场发展策略定义 ......................................................................................... 5 2.2 企业市场发展策略的评估 ............................................................................. 5 2.2.1 SWOT分析法分析企业所处的市场环境 .......................................... 5 2.2.2 波士顿矩阵分析 .................................................................................. 5 2.2.3 波特五力模型分析 .............................................................................. 6 2.3 市场发展策略的应用 ..................................................................................... 6 2.3.1 国外民用航空运输企业市场发展策略 .............................................. 7 2.3.2 我国民用航空运输企业市场发展策略选择与定位 .......................... 7 2.4 市场营销及相关理论 ..................................................................................... 8 2.4.1 民航市场细分理论 .............................................................................. 8 2.4.2 民航运输市场的营销策略 ................................................................ 10 第3章 影响我国民航运输企业市场策略的因素分析 ............................................ 13 3.1 我国国民经济发展水平的影响 ................................................................... 13 3.2 高铁、水运、公路发展的影响 ................................................................... 14 3.3 消费者需求的影响 ....................................................................................... 15 3.4 民航运输企业提供产品能力的影响 ........................................................... 16 3.5 融资成本对民航运输企业市场策略的影响 ............................................... 17 第4章 A航空运输企业自身现状分析 .................................................................... 19 4.1 内部因素分析 ............................................................................................... 19 4.1.1 优势因素分析 .................................................................................... 19 4.1.2 劣势因素分析 .................................................................................... 20 4.2 外部因素分析 ............................................................................................... 20 4.3 SWOT分析 ................................................................................................... 21 4.4 A公司主要业务的波士顿矩阵分析 ............................................................ 21 VI 4.5 A公司的波特五力模型 ................................................................................ 22 第5章 A航空运输企业所处市场环境分析 ........................................................... 25 5.1 民航运输企业所处市场整体分析 .............................................................. 25 5.1.1 民用航空市场现状分析 ................................................................... 25 5.1.2 民用航空市场发展预测 ................................................................... 25 5.2 民航运输市场微观旅客需求分析 .............................................................. 32 5.2.1 旅客需求或满意度的重要性 ........................................................... 32 5.2.2 实证数据搜集分析 ........................................................................... 33 第6章 A公司市场发展策略选择与措施 ............................................................... 49 6.1 A航空公司市场发展策略选择 ..................................