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论文编号：	12290
作者编号：	2320180526
上传时间：	2021/3/4 8:21:40
中文题目：	T航空公司基于成本领先竞争优势的营销策略研究
英文题目：	Research on T Airlines’ Marketing Strategy Based on Cost Leading Strategy
指导老师：	许晖
中文关键字：	航空客运；成本领先战略；营销策略
英文关键字：	Civil aviation; Cost leading competitive strategy; Marketing strategy
中文摘要：	我国民航业近几十年发展快速，欧美航空业起步早并且市场发展趋于成熟， 全球航空业整体都在持续增强的自由竞争趋势推动下经历着蓬勃发展和巨大转 变。随着民航市场不断细分，美国西南航空作为首家也是迄今为止全球最成功 的低成本航空公司于 1971 年成立。相较于传统全服务航空公司，获得成本领先 优势的航空公司正在改变着航空旅游市场，传统航空公司面对激烈的市场竞争 不得不被迫迎接挑战，提升自身成本效益，甚至部分传统航空公司正在借鉴低 成本航空的成功模式探索新的战略定位，实践向成本领先竞争战略转型，以保 有既定的市场份额并且获得新的成长动力。 T 航空公司是国内第四大航空集团旗下子品牌，成立于 2009 年，在公司发 展历程中不断调整战略定位，经历了从国内支线到干支结合，又到不断拓展国 际航线成为航点覆盖国内外的主要航空公司之一。但随着我国经济发展，民航 行业规模不断扩大，低成本航空在国内出现并快速发展、大型航空公司在区域 市场的竞争压力以及全球正在面临突发事件带来的不确定环境加剧等原因都使 T 航空公司面临前所未有的挑战。为了在复杂的国内外市场竞争中获得持续发展， 公司主动采取战略转型，开始向成本领先战略发展，努力打造自身的成本领先 优势弥补不足，结合市场定位采取相应的营销策略以获得新发展。 本文通过研究分析和借鉴西南航空的成本领先经验，结合目前国内市场环 境和行业趋势，对 T 航空公司战略转型及营销组合策略进行实践研究。分析 T 航空公司打造成本领先过程中存在的优势、劣势及面临的问题，从而制定基于 低成本的营销策略，促使 T 航空公司获得转型成功。本文首先回顾竞争战略和 服务营销相关理论；第二部分对国内民航市场及竞争格局进行分析确定 T 航空 公司在其中的位置以及面临的问题；第三部分分析西南航空成功模式，提出 T 航空公司向新战略转型可借鉴的经验以及成本领先优势的构建和来源；第四部 分阐述 T 航空公司基于成本领先战略的营销策略；最后一部分对 T 航空公司营 销策略实施保障提出了建议。
英文摘要：	The civil aviation industry of domestic market has developed rapidly in recent decades. The European and American aviation industry started earlier and the market has matured. The global aviation industry is undergoing vigorous development and tremendous changes driven by the ever-increasing trend of free competition. With the continuous segmentation of the aviation market, low-cost carrier first appeared in the United States, and Southwest Airlines has become the world's most successful low-cost airline so far. Compared with traditional full-service airlines, those airline companies that have obtained cost-leading advantages are changing the air travel market. In the face of fierce market competition, traditional carriers have to be forced to face the challenges and improve their own cost-effectiveness. Even some traditional airlines started to transform their business model to low-cost strategy and new positioning to maintain their market share and seize the opportunity to get new growth. T Airlines is a sub-brand of the fourth largest aviation group in China. It was established in 2009. During the development of the company, it has continuously adjusted its strategic positioning. It has experienced from regional branch lines to the domestic branches network, and to the continuous expansion of international routes and grew to become one of the main airlines in China. However, with the development of economy, the scale of the civil aviation industry continues to expand, low-cost airlines have emerged and developed rapidly in China, the strong competition of large airlines in the regional market, and the world is facing an increasingly uncertain environment brought about by public health emergencies in 2020, etc. Those reasons make T Airlines face unprecedented challenges. In order to achieve sustainable development in the complex domestic and international market competition, the company has taken the initiative to take another transition to a cost-leading strategy, strives to build its own cost-leading advantage, and adopts corresponding marketing strategies based on market positioning to obtain new development. Through research, analysis and reference to Southwest Airlines’ cost leading model, combined with the current domestic market environment and industry trends, this paper conducts practical research on T Airlines’ strategic transformation and marketing mix strategies based on the low-cost strategy. Analyze the advantages, disadvantages and problems faced by T Airlines in the process of creating cost advantage, and formulate low-cost-based marketing strategies to promote T Airlines' successful transformation. This article first reviews the relevant theories of competitive strategy and marketing; the second part analyzes the domestic civil aviation market and the competitive landscape to understand the position of T Airlines in it; the third part draws on the successful model of Southwest Airlines, and compares and analyzes the advantages of T Airlines in creating cost leading advantage and the deficiencies that need to be made up. the fourth part elaborates T Airlines' marketing strategy based on strategic transformation; the last part puts forward suggestions for the implementation of T Airlines' marketing strategy.
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