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论文编号：	14352
作者编号：	2320190626
上传时间：	2023/12/12 12:23:16
中文题目：	X航空公司辅营业务营销策略优化研究
英文题目：	Research on Optimization of Marketing Strategy for ancillary business of X Airways
指导老师：	李亚
中文关键字：	航空公司；辅营业务；服务营销策略；产品营销策略
英文关键字：	Airways；Ancillary business；Service marketing strategy；Product marketing strategy
中文摘要：	近年来，随着中国社会经济的快速发展，人民群众选择航空出行日益增多，据统计，中国民航全年旅客运输量已从2009年的2.3亿人次增长到2019年的6.6亿人次，中国也发展成为了仅次于美国的全球第二大航空运输市场。在航空主营业务竞争激烈的背景下，航空公司要想提升自身竞争力，找到新的利润增长点，大力发展航空辅营业务是必然选择。据统计，2021年，国内航司辅营收入平均占比约3%,，平均客均收入不足4美元/年；而同时期国外航司辅营收入平均占比为14.4%，平均客均辅营收入为27.6美元/年。因此，国内航司辅营业务发展具有很大空间。 基于此，本文以X航空公司辅营业务作为研究对象，探究其辅营业务营销策略的优化思路。通过对X航空辅营业务营销情况进行调研，发现了存在的产品开发、产品定价、渠道管理等问题，使用SWOT分析工具找到X航空的优势和机会所在，采用问卷调查法收集乘坐X航空航班旅客的服务需求，了解客户画像，运用STP理论对X航空辅营业务的细分目标市场和业务定位进行分析，确定了X航空辅营业务定位为“导流变现”，实施集中差异化的营销战略，聚焦自由行旅游旅客及中端商务旅客的需求，提供具有高附加值的产品与服务。根据7P营销理论，针对X航空辅营业务营销提出一系列优化策略，包括：紧紧围绕目标客户需求加大产品研发和创新；针对不同细分市场和不同市场行情完善弹性定价机制；提升直销渠道营销能力，制定有效的分销渠道激励政策；充分运用社交媒体进行促销，并挖掘常旅客的潜力；组建辅营产品运营团队，提升一线服务人员服务能力，提升客户参与度，增强客户粘性；加强服务场景设计及服务产品包装；加强过程管理，完善客户保障体系。最后提出了辅营业务策略实施保障措施，包括：建立辅营业务管理体系；提升信息系统支持；加强品牌文化建设和宣传。 本文通过对X航空辅营业务营销存在问题开展分析，明确了辅营业务营销战略的定位，提出了解决营销问题的一系列优化策略和保障措施。对X航空辅营业务营销策略的优化和X航空服务品质的提升起到良好的促进作用，并且对中小民营航司辅营业务营销思路具有一定借鉴意义。
英文摘要：	In recent years, with the rapid development of China's social economy, people choose to travel by air increasingly. According to statistics, the annual passenger transport volume of China's civil aviation has increased from 230 million in 2009 to 660 million in 2019, and China has also developed into the world's second largest air transport market after the United States. Under the background of fierce competition in the main business of aviation, it is an inevitable choice for airlines to enhance their competitiveness, find new profit growth points and vigorously develop aviation ancillary business. According to statistics, in 2021, the domestic airlines ancillary revenue accounted for about 3% on average, and the average passenger income was less than 4 US dollars/year; During the same period, the average ancillary revenue of foreign airlines accounted for 14.4%, and the average ancillary revenue of passengers was 27.6 US dollars/year. Therefore, the ancillary business of domestic airlines has great potential for development. Based on this, this paper takes ancillary business of X Airways as the research object to explore the optimization of its ancillary business marketing strategy. By investigating the marketing situation of X Air's ancillary business, problems such as product development, product pricing and channel management were found. SWOT analysis tool was used to find out the advantages and opportunities of X Airways, and questionnaire survey was adopted to collect service demands of passengers taking X Airways and understand customer profiles. The STP theory is applied to analyze the subdivision target market and business positioning of X Air's ancillary business, and the positioning of X Air's ancillary business is determined as "diversion realization". The focused and differentiated marketing strategy is implemented to provide products and services with high added value, focusing on the needs of independent travelers and mid-end business travelers. According to the 7P marketing theory, a series of optimization strategies for X Air's ancillary business marketing were proposed, including: focusing on the needs of target customers to increase product development and innovation; Improve flexible pricing mechanism for different market segments and different market conditions; Improve the ability of direct selling channel marketing, and formulate effective incentive policies for distribution channels; Make full use of social media promotions and tap into the potential of frequent travellers; Set up the ancillary product operation team, improve the service ability of front-line service personnel, enhance customer engagement, and enhance customer stickiness; Strengthen service scene design and service product packaging; Strengthen process management and improve customer support system. Finally, it puts forward the safeguard measures to implement the supplementary operation strategy, including: establishing the supplementary operation management system; Improve information system support; Strengthen brand culture construction and publicity. By analyzing the existing problems in the marketing of X Air's ancillary business, this paper clarifies the positioning of the marketing strategy of auxiliary business, and puts forward a series of optimization strategies and safeguard measures to solve the marketing problems. It plays a good role in promoting the optimization of X Air's ancillary business marketing strategy and the improvement of X Air's service quality, and has certain reference significance for small and medium-sized private airline’s ancillary business marketing strategies.
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