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论文编号：	14586
作者编号：	2320213785
上传时间：	2024/6/3 9:14:10
中文题目：	春秋航空公司服务营销策略优化研究
英文题目：	Research on Service Marketing Strategy Optimization of Spring Airlines
指导老师：	安利平
中文关键字：	春秋航空；服务营销；策略；STP 理论；7Ps 理论
英文关键字：	Spring Airlines;Service marketing;Strategy;STP theory;7Ps theory
中文摘要：	民用航空作为我国重要战略产业和交通强国的重要组成部分，在我国经济 贸易往来、交通运输中起到至关重要的作用。在党的二十大精神指引下，我国民 航锚定目标、把握机遇，向着民航高质量发展大步前进。这也意味着民航企业迎 来了蓬勃发展的新时期。然而，随着我国居民消费理念和方式转变，对我国民航 企业服务质量要求不断提高，如何打破“同质化”服务怪圈成为民航企业新的难 题。本文研究的春秋航空股份有限公司作为中国首个民营资本独资经营的低成 本航空公司，和其他上市航空公司相比存在一定差距。因此春秋航空亟需优化公 司服务营销策略，提高公司竞争力和客户满意度，助其在日趋激烈的市场竞争中 脱颖而出。 本文以春秋航空公司服务营销策略为研究对象，运用 PEST 和波特五力分析 模型，对其内外部环境进行综合分析。基于 STP 理论和服务营销策略 7Ps 理论， 采用问卷调查等方法，梳理春秋航空的营销现状，调研发现服务营销现存问题， 包括航空产品开发不足、定价策略过于单一、渠道质量缺乏管理、推广策略有待 完善、人员素质有待提高、服务过程不够流畅以及有形展示不够完备。随后为春 秋航空提出与之匹配的服务营销策略设计和行之有效的保障措施。最终完成春 秋航空公司在当前市场环境下的服务营销策略研究，对其后期服务营销策略实 施提供参考。
英文摘要：	Civil aviation, as an important strategic industry and an important part of China's transportation power, plays a vital role in China's economic and trade exchanges and transportation.Under the guidance of the spirit of the Party's 20 National Congress, China's civil aviation anchors the goal, seizing the opportunity, and making great strides toward the high-quality development of civil aviation.This also means that civil aviation enterprises have ushered in a new period of vigorous development.However, with the change of Chinese residents' consumption concept and mode, the service quality requirements of China's civil aviation enterprises continue to improve, and how to break the "homogenization" service cycle has become a new problem for civil aviation enterprises.The Spring Airlines Co., Ltd. studied in this paper, as the first lowcost airline operated solely by private capital in China, has a certain gap compared with other listed airlines.Therefore, Spring Airlines urgently needs to optimize its service marketing strategy, improve its competitiveness and customer satisfaction, and help it stand out in the increasingly fierce market competition. This paper takes the service marketing strategy of Spring Airlines as the research object, and uses PEST and Porter's five forces analysis model to make a comprehensive analysis of its internal and external environment.Based on STP theory and 7Ps theory of service marketing strategy, this paper uses questionnaire survey and other methods to sort out Spring Airlines' marketing status and find existing problems in service marketing, including insufficient development of aviation products, undiversified pricing strategy, lack of channel quality management, promotion strategy to be improved, personnel quality to be improved, service process is not smooth enough and tangible display is not complete.Then, it puts forward corresponding service marketing strategy suggestions and effective safeguard measures for Spring Airlines.Finally, the research on Spring Airlines' service marketing strategy in the current market environment is completed, which provides reference for the implementation of its service marketing strategy in the later stage.
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