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论文编号：	1549
作者编号：	2220080558
上传时间：	2010/5/25 11:46:23
中文题目：	大型民用飞机企业定制营销策略研究
英文题目：	The Research on Customized Marketing Strategy in Large Civil Aircraft Enterprises
指导老师：	许晖 教授
中文关键字：	大型民用飞机企业;定制营销;大规模定制;客户满意
英文关键字：	Large civil aircraft enterprises Customized marketing Mass customization Customer satisfaction
中文摘要：	摘要 随着市场全球化，经济区域化，运营跨国化的趋势日益加剧，市场竞争更加激烈。企业成本和产品质量虽然作为企业生存的法宝，但已不是制胜的关键因素。企业之间的竞争开始转向基于时间和顾客需求的竞争。客户不再满足于被动地选择已经存在的商品，而是需要能够表达其确实意愿的产品。为客户提供定制化的产品及服务，全面提高客户满意度，已成为现代企业追求竞争优势的一种必然趋势。为满足客户需求和赢得市场竞争，企业需要提供定制化产品及服务的同时，满足低成本，高质量的运营要求。 实施定制营销的企业从研发，生产，销售，交付整个流程；从产品到服务都充分体现了以客户为导向，以客户满意为实现目标。定制营销是基于大规模定制的基础上的营销策略，是大规模定制理论的延伸及发展。定制营销以其作为21世纪的前沿营销策略已经逐渐被制造业及服务业广泛应用。 大型民用飞机是买方垄断的市场，买方力量对产品研发到生产，销售，交付及售后服务等等具有决定性的影响；而细分市场也是决定了大型民用飞机企业定制营销实施的必然。空中客车公司与波音公司作为目前大型民用飞机市场的两大巨头，均采取了有效的定制化营销策略，以达到占领细分市场份额的目的。 定制营销是企业把目标市场中的每一个顾客当作一个具有独特需求的细分市场，企业从为客户节省成本以及给顾客创造更多的价值的角度出发提供产品及服务。而基于大型民用飞机市场特性而实施定制营销具有明显的优势：（1）有利于实现范围经济扩大企业市场竞争优势；（2）有利于优化产业链提高企业效益；（3）有利于提供定制化的售前售后服务提高客户满意度。 客户需求对大型民用飞机企业的影响包括：客户需求对飞机的性能及质量影响较大；客户对新产品的偏好促进企业的创新与发展；客户的高度参与促进产品定制化的发展。 大型民用飞机市场具有买方力量强大且启动客户很大程度上决定了新产品是否研发的可能性的市场特征。此种市场特性充分满足了定制营销理论的在细分市场下满足客户个性化及多样化需求，为单个客户提供特定的产品及服务的核心理念。 大型民用飞机企业的竞争是在细分市场上的竞争。市场细分使得大型民用飞机市场的竞争包含着产品差异化的竞争，这既使得飞机制造厂商间竞争更为多样化和复杂化，也使得大型民用飞机市场有可能容纳更多的厂商，并给潜在的进入者更多的机会。 大型民用飞机企业定制营销的核心策略包括产品系列化策略，价格定制策略及品牌策略。产品系列化策略能够快速满足客户个性化，多样化需求，制造商根据自己现有资源，缩短研发周期，降低研发成本。客户参与企业产品研发，企业利用柔性的生产系统与及时响应，开发及生产出真正符合客户需求的产品。产品系列化策略优势在于直接为航空公司创造巨大经济利益以及为航空公司节约运营成本，诸如：飞行员培训费用，飞机备件费用以及飞机日常维护和修理费用。大型民用飞机企业的价格定制策略优势在于通过价格定制，客户可以得到其认可满意的产品价格，而企业通过这种一对一的定价策略可以获得更多的边际利润。价格定制策略应用包括产品差别化价格策略和掠夺性价格策略。品牌策略的重要性在于品牌对买者判断不同制造商生产的大型民用飞机的实际效用存在较大的影响。品牌策略对买者判断不同制造商生产的大型民用飞机的实际效用存在较大的影响，由于大型民用飞机的使用寿命很长，期间对飞机制造商提供售后服务的需求量很大，以致大型民用飞机制造商能否在飞机全寿命使用过程中提供飞机售后服务保障，就成为买者必须考虑的一个直接影响其消费效用的重要问题。 大型民用飞机企业定制营销的保障策略包括信息定制化策略及服务定制化策略。企业信息化是指企业在研发，生产，销售及交付等方面广泛利用计算机和网络技术，构筑企业的数字系统，全方位改造企业，以降低成本和费用，为客户提供更加迅捷，便利的产品及服务。通过信息化定制策略获取准确的客户需求信息，基于网络平台为客户提供便捷，准确的定制化信息服务。服务定制策略指的是企业在原有标准化服务模式的基础上，基于客户需求，定制化的为客户提供服务及解决方案，获得客户满意，提升客户价值，从而获得良好的客户关系，使企业获得领先市场地位的营销策略。企业为客户提供定制化的服务，才能满足信息时代客户个性化，多样化的需求，最大限度提升客户价值，降低企业内部成本，增强企业竞争优势。在大型民用飞机企业中，产品的售前售后服务又被称为产品支援服务。主要提供包括客户培训及飞机维修这两大项的客户服务项目。 大型民用飞机企业由于其市场特性与时代特性导致了定制营销所实施的必然，而定制营销对大型民用飞机企业的范围经济性与企业的进步与发展也起到了促进作用。2007年中国政府宣布，发展本国大型民用飞机，航空工业现代化不仅是我国成为现代化大国并显著提升国际地位和综合国力的必由之路，而且也是我国实现国防现代化，同时成为世界制造业大国，保持我国经济长期快速增长的不可替代的重要途径。在我国发展大型民用飞机的过程中，我们可借鉴发达国家实施定制营销的经验，以便早日实现我国“大飞机”的突破。 关键词： 大型民用飞机企业 定制营销 大规模定制 客户满意
英文摘要：	Abstract The market competition is intensified with the globalization of markets, economic regionalization and the increasing trend for multinational business operations. Lower operational costs and better product quality is no longer a key factor for the company to win in the market. Competition among enterprises transfer to the time-oriented competition and customer-oriented competition. Customers are no longer satisfied with passively choosing products that already exist, but to express their true willing of products. It is an inevitable trend that modern enterprises need to provide customers with customized products and services, and comprehensively improve customer satisfaction and it also has become a competitive advantage for modern enterprise to pursue. In order to meet customer needs and win the market competition, enterprises need to provide customized products and services at the same time so as to meet the low cost, high-quality business operational requirements. The goal for enterprises which implement customized marketing in terms of R & D, production, sales and delivery in the whole process and from products to services are fully reflects the customer-oriented and customer satisfaction. Customized marketing is based on mass customization and it is an extension and development of the theory of mass customization. Customized marketing as the forefront of 21st century marketing strategy has gradually been widely used in the manufacturing and service industries. Large civil aircraft market is a monopoly buyer's market, the buyer forces has a decisive impact in R&D, production, sales, delivery and after-sales service. And market segments determine the implementation of customized marketing in a large civil aircraft market. Airbus and Boeing as the two giants in large civil aircraft market adopted effective customized marketing strategy in order to achieve the purpose of occupying the market share. Customized marketing requires enterprises treat each customer as a unique market segment. Enterprises provide products and services in favor of cost saving and value-added products and service for customers. The remarkable advantage of customized marketing based on the feather of large civil aircraft market including that firstly it will benefit to enterprises for expanding the market competitiveness on condition of scope economy; secondly it will benefit to enterprises for optimizing supply chain and improving enterprises performance; thirdly it will benefit to enterprises for improving customer satisfaction in terms of providing with pre-sales and after-sales service. The impact of customer demand in large civil aircraft enterprises including that customer demand affect the performance and quality of aircraft and the preference of customers for new product will boost the innovation and development of products and the highly involved from customer side will facilitate product customization development. The feather of large civil aircraft market contains both large buyer force and initial customer dominates the feasibility for new product innovation. And it satisfies the personalized and diversified needs for customers among segment market and in addition it is in compliance with the core concept of providing specific products and services to single customer. The competition among large civil aircraft enterprises is on basis of segment market. It leads the competition among large civil aircraft enterprises to the competition of product differentiation, which not only makes the competition among manufacturers more diverse and complex but also gives opportunities to potential entrants in the large civil aircraft market, which could possibly accommodate more vendors. The core strategy of customized marketing in large civil aircraft enterprises including product family strategy, pricing strategy and brand strategy. The product family strategy in large civil aircraft enterprises can quickly meet customers’ personalized and diversified demand. Manufacturers adopt their existing resources to shorten R&D life cycles and to reduce the R&D costs. Customers fully involved with the R&D, and enterprises adopt the method of flexible production systems and timely response to produce products that truly meet customers’ need. The advantage of product family strategy is lay on tremendous direct economy benefit to airline companies and saves operating cost including training fee for pilots, spare parts fee for aircrafts and daily maintenance and MRO for aircrafts. Customers can get their satisfactory price through price customization strategy. And enterprises get more profit margins via one-to-one price strategy. The pricing strategy including product differentiation strategy and predatory pricing. The reason why brand strategy is important that brands of big manufacturers in large civil aircraft market has a big impact to the buyer’s purchase behavior towards the pragmatic effects of aircrafts. The brand strategy has a huge influence on the buyer during decision making for the pragmatic effect of aircraft, which manufactured by large civil aircraft enterprises. Due to the long service life of large civil aircraft the demand quantity for after-sales service, which provided by aircraft manufactures is great. And it is vital which buyer will take into consideration for direct impact on consumption utility whether the large civil aircraft manufactures could provide pre-sales and after-sales service guarantee during aircraft service life. The support strategy of customized marketing in large civil aircraft enterprises including information strategy and service strategy. Enterprises utilize the customized information strategy to get accurate customers’ demand and the web-based platform can provide customers with convenient, accurate and customized information services. Customized service strategy refers to the strategy based on the original and standardized services model which providing services and solutions based on customer needs and providing customers with customized services and solutions so as to keep good customer relationships and to get market position ahead. The customized service strategy based on customer needs by means of providing customized services to enhance customer satisfactory and customer value-added. Only enterprises provide customers with customized services that can meet the customers’ personalized and diversified needs, maximize customer value, reduce internal costs and enhance competitive advantage in the information age. The product support service is be known as pre-sales and after-sales services among large civil aircraft enterprises which including customer training and aircraft MRO. The market feather and time feather of large civil aircraft enterprises led it to customized marketing. And customized marketing of large civil aircraft enterprises enhance the progress of economies of scope and the development of industry. In 2007, the Chinese government announced that China would develop the project of large civil aircraft. Aviation industry modernization is not only the way we must follow which enhance modern power of our country but also an significant improvement on the international status and comprehensive national strength. And it is an irreplaceable way to maintain our long-term economic rapid growth and our national defense modernization and to be a giant in manufacturing industry on top of world. China can learn experience from developed countries in the implementation of customized marketing during the process of development of large civil aircraft enterprises so as to achieve the industry economics in "big aircraft” as soon as possible. Keywords: Large civil aircraft enterprises Customized marketing Mass customization Customer satisfaction
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