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论文编号：	14026
作者编号：	2320200337
上传时间：	2023/6/7 20:20:43
中文题目：	BR商务航空公务机包机业务服务营销策略研究
英文题目：	Research on Services Marketing of BR Business Jet Company Chartered Service
指导老师：	杜建刚
中文关键字：	公务机；包机业务；服务营销；服务营销策略
英文关键字：	Corporate aircraft；Air Charter business；Service marketing；Service marketing strategy
中文摘要：	摘要 我国航空行业发展过程中，公务机包机业务逐渐获得高端消费者青睐，市 场规模不断扩大，行业内运营商之间竞争不断加剧，BR 公司作为国内公务机运 营商代表企业，需要结合市场环境变化趋向形势、包机业务市场行业发展方向、 客户的消费需求转化，优化当前的包机业务服务营销策略，构建符合自身发展 的服务营销发展模式。 本文基于上述背景做了深刻的理论和文献研究，并结合行业的相关数据， 通过成熟的 PEST、五力模型、SWOT 等工具对包机服务的宏观市场环境、行业 竞争环境、BR 公司内部微观环境进行了科学分析，以分析的结果进行科学的整 理和归纳，获得了当前 BR 公司优势、劣势、机会和威胁等因素。同时为了保证 调研更贴合实际，用访谈和调查问卷的方式进一步挖掘 BR 公司目前营销策略相 关的问题，并对这些问题进行有效的分析，进而以 STP 营销策略工具分析，结 合 7PS 服务营销组合理论，做出了针对性的服务营销策略优化措施建议，并提 出以人力资源、财务、企业文化、信息化等维度为服务营销措施的有效推进提 供保障。 本文以 BR 公司公务机包机业务服务营销策略优化为研究目的，归纳和总结 了公务机运营商在服务营销领域的发展趋势，通过以人为本、以客户为中心、 以用户体验为营销指导理念，深刻挖掘客户需求的变化，利用创新产品和服务 提升获得客户满意，实现企业的发展，进而推动整个包机服务行业的发展。目 前该领域属于国内初步探索阶段，本次研究结果可为行业内其他企业提供实践 借鉴，具有一定的参考意义。
英文摘要：	Abstract During the development of China's aviation industry, the business charter business has gradually gained the favor of high-end consumers, the market scale become bigger and bigger, and the competition among companies in the industry has been intensifying. As a representative enterprise of domestic business aircraft operators, BR Company needs to optimize the current business charter service marketing strategy in combination with the changing trend of the market environment, the development direction of the business charter market, and the transformation of customers' consumption needs, Build a service marketing development model in line with its own development. Based on the above background, this research has done profound theoretical and literature research, combined with the relevant data of the industry, and through the PEST, five-force model, SWOT tools, etc., it has carried out scientific analysis of the macro-market environment, industrial competition environment, and the internal micro-environment of BR Company, and scientifically collated and summarized the analysis results to obtain the current strengths, weaknesses, opportunities and threats of BR Company. Through the 7PS marketing theory, the current service marketing situation of BR Company is summarized and sorted out. At the same time, in order to ensure that the survey is more practical, the questionnaire is used to further explore the problems related to the current marketing strategy of BR Company, and these problems are effectively analyzed. Then, the STP marketing strategy tool is used to analyze, combined with the 7PS service marketing strategy systematic model, the targeted service marketing strategy optimization measures are proposed, It also proposes to guarantee the effective promotion of service marketing measures from four dimensions: human resources, finance and corporate culture, information technology. This thesis aims at optimizing the service marketing strategy of the business aircraft charter business of BR Company, summarizes the development trend of business aircraft operators in the field of service marketing. It focuses on II Abstract people-oriented, customer-centered, and user-experience as the marketing guiding concept, deeply explores the changes in customer demand, uses innovative products and services to improve customer satisfaction, achieve enterprise development, and further promote the development of the entire charter service industry. At present, this field belongs to the preliminary exploration stage in China. The research results can provide practical reference for other enterprises in the industry and have certain reference significance.
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