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论文编号：	14158
作者编号：	2320213792
上传时间：	2023/12/7 13:34:39
中文题目：	JD航空公司市场营销策略优化研究
英文题目：	Research on marketing strategy optimization of JD Airlines
指导老师：	李亚
中文关键字：	JD航空；营销策略；后疫情时代；策略优化
英文关键字：	JD Airlines；Marketing strategy；Post-epidemic era；Strategy optimization
中文摘要：	疫情三年，民航运输业遭受了巨大打击，整个行业三年亏损额累计接近4000亿元。随着疫情的控制，我国民航业迅速恢复，航班执行量直线上升。但疫情对民航业造成的影响并未结束，疫情深刻改变了人们的出行习惯和消费观念，同时，持续动荡的国际局势造成了民航业复苏的不确定因素增多。在已经到来的后疫情时代，作为民航业主要支撑的航空公司如何转变思维，如何探索新的营销策略，如何优化盈利模式，在新的市场环境下准确把握时机，抓住市场机遇，提高机票新产品的竞争力及企业的综合竞争力，以应对多变的市场环境值得探讨。 本文基于上述背景，借鉴国内外营销和市场环境分析理论，选取北京首都航空有限公司（以下简称JD航空公司）为研究案例，通过七部分研究内容对JD航空公司现有营销策略展开分析。首先，概述了本文选题的背景、意义、国内外相关研究现状以及研究过程中所涉及到的理论知识，并在此基础上提出本文的研究方法和创新点。其次，对JD航空公司现有营销策略现状进行了介绍，并剖析当前存在的问题和不足。第三，通过对JD航空公司宏观环境和行业环境方面的分析，提出从市场定位、产品、价格、渠道、促销和服务过程、品牌推广六个方面进行的优化方案。最后，文章提出了JD航空公司优化方案实施的四点保障措施，即推进营销体系组织结构优化、加大产品营销投入和渠道激励、强化营销人才队伍建设和加强公司公共关系管理。这些措施旨在优化JD航空公司的营销策略，提高公司的营销创新能力和服务质量，保持良好的品牌形象和商誉。 通过本文研究，可为JD航空公司现阶段营销体系的改革提供一定的理论指导，帮助其探索新的营销策略，以应对后疫情时代波动的市场大环境和客户需求。同时，也为行业内其他航司在传统盈利模式基础上优化营销策略提供了一定理论基础。
英文摘要：	Three years after the epidemic, the civil aviation transport industry has suffered a significant blow, with a total loss of nearly 400 billion yuan over this period. With the containment of the epidemic, China's civil aviation industry has experienced rapid recovery and witnessed an exponential surge in flight volumes. However, the impact of the epidemic on this sector persists as it has profoundly transformed people's travel habits and consumption patterns. Simultaneously, the continuously volatile international landscape introduces heightened uncertainties for industry revival. In this post-epidemic era that we have entered, it is imperative to discuss how airlines, as pivotal pillars supporting the civil aviation industry, should adapt their mindset by exploring novel marketing strategies and optimizing profit models to accurately seize opportunities within this new market environment. By capitalizing on these prospects and enhancing both product competitiveness in terms of air ticket offerings and overall enterprise comprehensive capabilities, airlines can effectively navigate through evolving market dynamics. Based on the aforementioned background, this paper draws upon domestic and international marketing theories as well as market environment analysis to conduct a case study on Beijing Capital Airlines Co., LTD. (hereinafter referred to as JD Airlines). The existing marketing strategies of JD Airlines are analyzed through seven research components. Firstly, it provides a summary of the research process including its background, significance, current status in both domestic and international contexts, and theoretical knowledge involved. Based on this foundation, the research methods and innovative aspects of this paper are presented. Secondly, an introduction is provided regarding JD Airlines' present marketing strategy along with an analysis of its existing problems and shortcomings. Thirdly, by analyzing the macro environment and industry landscape surrounding JD Airlines, an optimization plan is proposed encompassing six areas: market positioning, product development, pricing strategy, distribution channels management promotion techniques service processes improvement brand promotion efforts. Finally, the paper suggests four safeguard measures for implementing the optimization plan for JD Airlines which include enhancing organizational structure within the marketing system promoting investment in product marketing and channel incentives strengthening talent acquisition within the marketing team and improving public relations management within the company. These measures aim to optimize JD Airline's marketing strategy enhance their innovation capabilities improve service quality maintain a positive brand image and foster goodwill. The research presented in this paper can offer valuable theoretical guidance for the current stage of JD Airlines' marketing system reform, enabling it to explore novel marketing strategies that effectively address the volatile market environment and evolving customer demands in the post-pandemic era. Simultaneously, it also establishes a solid theoretical foundation for other airlines within the industry to optimize their marketing strategies based on traditional profit models.
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