R航空公司市场营销策略优化分析
摘要
民用航空产业的发展对我国经济社会发展具有重要的意义，在现代综合交通运输体
系中，航空运输已逐渐发展成为国家的战略性先导产业，特别是在当前国家大力推进转
变经济发展方式的过程中，民航产业在拉动增长、促进产业升级和消费转型等方面发挥
了不可替代的作用。近年来，随着国内民航业运力高速增长带来的竞争加剧、高铁网络
建设、新冠疫情等外部环境影响，国内民航业的经济效益也遭受到了前所未有的冲击。
如何改变传统的营销策略，提升企业在市场中的竞争力，成为了影响航空公司生存与发
展的首要问题。
本文基于上述背景，选取了国内最新成立的中小型航空公司之一——R航空公司作
为研究对象，结合 7PS营销组合策略、STP理论，应用波特五力模型分析等工具，对R
航空公司所处的市场环境、竞争压力、发展机遇等方面进行系统性分析，并从品牌定位、
产品、服务、营销方式、团队管理等多个方面对其现有营销策略提出优化与改进的措施。
对国内同类型中小航空公司的营销策略制定与改进也具有一定的参考意义。
关键词：R航空公司；营销策略；7PS理论；改进与优化
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Abstract
Abstract
The development of civil aviation industry makes great significance to China's economic
and social development. In modern comprehensive transportation system, air transportation
has gradually developed into a strategic pilot industry in our country. Also, civil aviation
industry has played an irreplaceable role in driving economic growth, promoting industrial
upgrading and consumption transformation, especially in the current process of China
vigorously promoting the transformation of economic development mode. In recent years, the
economic benefits of domestic civil aviation industry have also suffered unprecedented
impacts due to the intensified competition brought by the rapid growth of domestic civil
aviation capacity, the construction of high-speed rail network, the COVID-19 epidemic and
other external environmental impacts. Finding the way to change the traditional marketing
strategy and enhance the competitiveness of enterprises in the market has become the primary
problem affecting the survival and development of airlines.
Based on the above, this thesis selected R Airlines, one of the newly established small
and medium-sized airlines in China, as the research object. Combined with 7PS marketing
mix strategy, STP theory, Porter's Five Forces analysis and other tools, R Airlines is
systematically analyzedin theaspects of marketenvironment, competitivepressure,
development opportunities and other aspects. In addition, this thesis proposes optimization
and improvement measuresof its existing marketingstrategy from aspects ofbrand
positioning, products, services, marketing methods, team management and other aspects, it
also has a certain reference significance for the development and improvement of marketing
strategies of small and medium-sized domestic airlines of the same type.
Key Words: R Airlines; Marketing strategy; 7 ps theory; Improvement and
optimization
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R航空公司市场营销策略优化分析
目录
1引言......................1
1.1论文研究背景与意义............1
1.1.1研究背景...............1
1.1.2研究意义...............2
1.2国内外研究现状.............2
1.2.1国外研究现状..............2
1.2.2国内研究现状..............3
1.2.3关于国内外研究现状的述评...........4
1.3研究的主要方法.............5
1.3.1文献分析法..................5
1.3.2理论分析法..................5
1.3.2调查研究法..................5
2相关理论概述....................7
2.1市场营销相关理论................7
2.1.17PS理论............... 7
2.1.2STP理论...............8
2.2营销策略分析理论................8
2.2.1SWOT分析................. 8
2.2.2波特五力模型..............9
3R航空公司所处的市场环境分析..............11
3.1R航空公司的宏观发展环境............11
3.1.1政治环境分析............11
3.1.2经济环境分析............12
3.1.3技术环境分析............14
3.1.4社会文化环境分析...........14
3.2R航空公司的竞争环境.............15
3.2.1所面临的行业竞争者..............15
3.2.2潜在竞争者................18
3.2.3供应商议价能力...............18
3.2.4购买者议价能力...............18
3.2.5替代者带来的威胁...........19
4R航空公司市场营销策略现状...........21
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