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| 论文编号： | 2894 | |
| 作者编号： | 2120074041 | |
| 上传时间： | 2010/12/22 9:12:04 | |
| 中文题目： | 中华航空公司品牌营销策略研究 | |
| 英文题目： | The Research of China Airlines’ Brand Marketing Strategies | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 中华航空 品牌营销 飞行安全 | |
| 英文关键字： | China-airlines Brand marketing Safety | |
| 中文摘要： | 传统的观念中，航空业就是运输业，只要将货物与旅客运抵目的地即可。但随者时代的变迁，航空业已不再只是运输业而已，同时也是服务业，旅客不再只是满足于抵达目的地即可。如何将旅客安全、准时且舒适的送抵目的地是当今各航空公司要求的最基本且最重要的目标。 本研究分析的个案 - 中华航空，为台湾历史最悠久的航空公司。成立之初，独占市场，对于飞安与服务及行销方面并不重视。但随者政府实施“开放天空”政策，加入了竞争对手 - 长荣航空，再加上近年来“低成本”航空的兴起、岛内高速铁路的通车，对华航造成了相当大的威胁。华航经过了一连串的改革，从影响内部环境最严重的问题 - 飞安、准时率及服务着手改善，加上对于品牌行销的加强，2009年已被航空评比机构Skytrax评为四颗星的航空公司。 本研究除了对于威胁华航形象最严重的飞行安全、准时率及服务方面有所分析及探讨其改善策略外，对于华航目前品牌营销策略的实施与选择，包括：广告、标语及代言人行销；企业标志与企业服饰行销；公益行销；定制化服务；经济舱头等化等策略也有所分析探讨。而针对目前品牌行销策略，提出：常客飞行计划-会员制度；同业、异业结盟；员工培训及奖罚考核机制等策略作为品牌营销策略实施的保障，并期待此研究分析对于航空公司拟定其行销手法及未来相关品牌行销策略时有所帮助 | |
| 英文摘要： | In traditional concept , the aviation industry is porterage , it's purpose is ships goods and passengers to their final destination. But when the change of the times , the aviation industry is not only the porterage but also the service industry , passengers are not satified any more that airlines just deliver them to their final destination only. How the passengers can deliver to the final destination safely , punctually and comfortably is now various airline request basically and the most important goal. The case study of this research - China-airlines , is the historic airline in Taiwan. In it's beginnings of establishment , it monopolizes the market and did not take serious about the safety, service and marketing. But when the government police “ opening the sky” implement , the competition - Eva Airways joined the market along with the rise of “low cost airlines” all over the world and the operation of “high speed railway” in Taiwan threatened China-airlines seriously.Through a series of developments and transformations, China-airlines has improve the most serious problem - safety , punctuality , service and marketing. In 2009 , China-airlines was evaluated the 4-stars airline in the world by Skytrax. This research is not only bring up the improvement of safety , punctuality and service , but also analysis the policy of brand marketing of China-airlines , including : (1).advertisement,slogen and spokesmen policy (2).symbolizes and clothing of enterprise policy (3).public welfare marketing policy (4).customize (5).economy class equalization of first class According to the present brand marketing policy , the essay provides other policy to protect the policy will be come true , details as follow: (1).frequence flyer program (2).vertical and horzontal alliance (3).staff training and achievements inspection system and anticipated that this research will be helpfully for the draws up the brand marketing policy of the airline company in the future | |
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