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论文编号：	13619
作者编号：	2320190683
上传时间：	2022/12/5 10:52:43
中文题目：	数字营销视域下海南航空品牌传播策略研究
英文题目：	Research on Brand Communication Strategy of Hainan Airlines from the Perspective of Digital Marketing
指导老师：	李桂华
中文关键字：	海南航空；数字营销；品牌传播策略
英文关键字：	Hainan airlines; Digital marketing; Brand communication strategies
中文摘要：	过去十年来，得益于我国国民经济的高速发展，我国民航业的发展也迎来了质的飞越。2019年年底突如其来的新冠肺炎疫情无情地给各行各业的发展按上了暂停键，民航业也随之进入寒冬，而这场无硝烟的战争或许会成为民航历史上的大洗牌。随着新冠病毒的毒性逐渐弱化，危机与机遇共存的疫情常态化时代已经到来，民航的复苏之路也正在启程。如何在有限的航旅市场中获得一定的市场份额，如何在同类竞争者中独树一帜，这些都是海南航空正在面临的重大考验。身处数字时代，航司之间白热化的价格战策略和传统的营销手段已经不能吸引用户的目光，航司间的竞争更多地转向品牌之间的博弈。作为国内第四大航司的海南航空，除了在机队规模上的优势，还要提升品牌竞争力，辅以有竞争力的价格和全方位无缝隙的五星服务，方能赢得顾客的青睐。 本文把国内和国外学者在数字营销和品牌传播策略两个领域的学术研究作为理论基础，笔者选择了民航企业中的海南航空公司作为本文的研究主体，运用个案分析、文献归纳、问卷调查、深度访谈等研究方法来探索海南航空在数字营销视域下的品牌传播策略。首先从海南航空品牌传播整体概况与传播现状着手，结合数字时代和数字营销的特点，通过与资深品牌工作人员的深度访问后，从以下四个角度提出海南航空在品牌传播方面存在的主要问题：受到公司多元化战略的冲击、品牌传播系统不完善、传播平台互动性不高、内部经营管理缺失导致品牌危机。其次从品牌传播目标、品牌传播内容、品牌传播目标受众、品牌传播媒介和品牌传播模式选择五个要素进一步分析海南航空的品牌传播过程，从多维度提出了海南航空在数字营销背景下的品牌传播差异化策略的选择。最后为了顺利实施品牌传播策略，提出了从人员、技术、财务三方面出发的保障实施措施。同时为了给未来的品牌传播道路指明方向，利用调查问卷的方式，从勒维兹-斯坦纳模式出发，从“认知、情感、行为”三个角度对海南航空现存的品牌传播实际效果进行评估。
英文摘要：	In the past decade, thanks to the rapid development of China's national economy, the development of China's civil aviation industry has also ushered in a qualitative leap. The sudden new crown pneumonia epidemic at the end of 2019 has ruthlessly pressed the pause button on the development of all walks of life, and the civil aviation industry has also entered a cold winter, and this smokeless war may become a major reshuffle in the history of civil aviation. As the toxicity of the new crown virus gradually weakens, the era of normalization of the epidemic in which crisis and opportunity coexist has arrived, and the recovery of civil aviation is also emerging. How to occupy a strong position in the limited air travel market and how to stand out among similar competitors are the major tests that Hainan Airlines is facing. In the digital age, the anxious price strategy and traditional marketing methods between airlines can no longer attract the attention of users, and the competition between airlines is more turned to the game between brands. As the fourth largest airline in China, Hainan Airlines can win the favor of customers by abandoning its advantages in fleet size and enhancing its brand competitiveness, supplemented by competitive prices and all-round seamless five-star services. This paper takes the academic research of domestic and foreign scholars in the two fields of digital marketing and brand communication strategy as the theoretical basis, and the author chooses Hainan Airlines in civil aviation enterprises as the main research body of this paper, and uses case analysis, literature induction, questionnaire survey, in-depth interview and other research methods to explore the brand communication strategy of Hainan Airlines in the digital marketing perspective. First of all, starting from the overall overview and communication status of Hainan Airlines' brand communication, combined with the characteristics of the digital age and digital marketing, through in-depth interviews with senior brand staff, it was found that the main problems in brand communication of Hainan Airlines existed in the following four aspects: the impact of the company's diversification strategy, the imperfect brand communication system, the low interactivity of the communication platform, and the lack of internal operation and management led to the brand crisis. Secondly, from the five elements of brand communication target, brand communication content, brand communication target audience, brand communication media and brand communication mode, Hainan Airlines' brand communication process is further analyzed, and the choice of Hainan Airlines' brand communication differentiation strategy in the context of digital marketing is proposed from many aspects and angles. Finally, in order to smoothly implement the brand communication strategy, a safeguard implementation measure is proposed from the three aspects of personnel, technology and finance. At the same time, in order to point out the direction for the future brand communication road, the actual effect of Hainan Airlines' existing brand communication is evaluated from the perspective of "cognition, emotion and behavior" from the perspective of the questionnaire from the Levitz-Steiner model.
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