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论文编号：	11915
作者编号：	2320180763
上传时间：	2020/8/8 14:50:24
中文题目：	乌鲁木齐航空公司服务营销组合的策略研究
英文题目：	The Research On Service Marketing Strategy Of Urumqi Airline
指导老师：	张永强
中文关键字：	乌鲁木齐航空公司；服务营销；营销组合策略
英文关键字：	Urumqi Air；Service Marketing；Marketing Mix Strategy
中文摘要：	在全球经济服务化的趋势中，现代服务业的作用日益凸显。航空业属于提供航空运输业务的服务行业，不仅仅是年轻化服务产业的代名词，同时，也非常具有国际化特征。航空服务业近十几年来已经取得了突飞猛进的发展。随着航空业的发展，航空市场中的竞争产品越来越趋于同质化，顾客在选择航空服务时，往往将消费的成本与获取的价值相比较。良好的服务可以加深企业在消费者心中的烙印，为企业谋取长效发展。正因为如此，服务及服务营销的相关理论与实践日益受到广泛关注。在新的环境下，现代航空业必须重新审视自己所面对的市场，真正建立以服务为导向的市场营销体系。 本文以乌鲁木齐航空为研究案例，从纵向与横向两个维度探讨服务营销策略的实施对于国内航空业打造新的竞争优势的战略意义。乌鲁木齐航空作为海航集团控股子公司,公司成立时间短，规模相对较小,但在市场营销策略上具有一定灵活性,与海航控股的其他子公司在市场战略上有一定互补性。随着民航市场行业内和行业外的竞争加剧,航空公司需要在不断压缩的利润空间和打造更高的服务和品牌效应之间进行权衡，最大程度平衡二者的利益。 本文首先阐述了选题的研究背景、意义，明确本文研究内容与方法。然后，在文献回顾部分说明了目前服务以及服务营销的演变；随后，选择PEST、SWOT以及STP分析模型作为分析并制定乌鲁木齐航空公司营销策略的工具，逐步分析了公司发展的时代背景；并根据企业所选定的服务营销策略,从可操作的层面，提出了乌鲁木齐航空的服务营销策略的具体实施对策。本文旨在通过学习和借鉴服务服务营销理论和国内外实践经验,结合中国市场环境,不断探索新的服务营销运营方式,从而进一步提高公司营运能力和竞争力。
英文摘要：	With the development of global economy, the role of modern service industry is becoming more and more important. Aviation Industry is a service industry which provides air transportation service. It has made great progress in the past ten years. In recent years, with the development of the aviation industry, the competitive products in the aviation market are becoming more and more homogeneous. Good Service can deepen the brand of enterprises in the hearts of consumers,. It is on this basis that the related service theory of service marketing has been widely concerned. In the new environment, the modern aviation industry must re-examine the market it faces, and truly establish a service-oriented system. In this thesis, take the Urumqi Air as the research background, in the context of a lot of practical experience, the implementation of service marketing strategy for the domestic aviation industry to create new competitive advantage of strategic significance. Urumqi Air is a relatively young company with a relatively small size and a short history as a holding subsidiary of HNA. But in the marketing strategy has certain flexibility, and other HNA holding subsidiaries in the market strategy has a certain complementarity. As the competition within and outside the civil aviation market intensifies, airlines need to balance the ever-shrinking profit space and the building of higher service and brand effects to balance their interests to the greatest extent.. Firstly, this thesis expounds the related theories, and clarifies the research contents and methods of this thesis. Then, in the literature review section, the evolution of current services and service marketing is described. PEST, SWOT, and STEP analysis models are selected as the tools to analyze and develop Urumqi Air's development strategy, analysis of the company's development background. This thesis uses analysis method to analyze the thesis comprehensively analyzes the shortcomings of Urumqi Air's service marketing, and find out the relevant basis for improving its service marketing ability. Finally, according to the development strategy formulated by the enterprise, the concrete implementation countermeasures are put forward to the construction of the service marketing. Combining the Chinese market environment, we will continuously explore the new service marketing operation mode, so as to further improve the company's operating ability and competitiveness.
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