榆林机场市场营销策略方案研究

摘要I题目：榆林机场市场营销策略方案研究专业：工商管理学员姓名：贺飞学员签名：导师姓名：陈实导师签名：摘要现代营销理念以客户需求为导向，追求客户满意。客户满意度成为衡量一个企业是否具有可持续经营能力和核心竞争力的重要指标。随着机场体制改革的深入和机场经营的市场化，机场经营已经不能局限于局部垄断带来的有限机会，更需要重视客户需求，以市场为导向，研究适合机场发展的营销策略。本文以榆林机场为研究对象，以研究航空公司及旅客的双重对象为重点，将市场营销的概念与研究方法引入榆林机场经营过程中，重点研究了榆林机场营销策略。首先详细论述了榆林机场营销内容和营销对象，介绍了榆林机场产品的内涵与特征;运用PEST分析法和波特“五力”模式等方法分析研究了榆林机场营销的宏观环境和微观环境;详细分析了榆林机场消费者购买行为特征、航空旅客市场特征和机场市场定位，对旅客构成和需求进行分类和统计，研究了基于差异化营销原则的机场产品设计方法;在研究机场产品客户满意度评价方法的过程中，建立了满意度评价的结构方程模型，给出了满意度测评指数，结合具体机场的实际调研数据，进行了统计分析和实例验证;最后给出了机场营销策略。在榆林机场的发展背景下，以相关的市场营销组合理论及分析工具为文章的研究根据，介绍分析了榆林机场的营销现状及营销竞争环境，进而提出相应的营销策略，确定市场营销策略的实施过程，并提出相应的保障措施。鉴于我国机场市场营销策略的相关研究较为匮乏且大多是较早前的研究，有以下两方面的创新：一是为榆林机场的市场营销与发展提供了科学的理论支持；二是为榆林机场市场营销提供系统科学的策略和建议。【关键词】：机场营销产品设计营销策略【研究类型】：应用基础AbstractITitle:ResearchonYuLinAirportCO.,LTDmarketingplanSpecialty:BusinessAdministrationName:HeFeiSignature:Tutor:ChenShiSignature:AbstractThemodernmarketingconcepttakesthecustomerdemandastheguidance,pursuesthecustomersatisfaction.Customersatisfactionbecomesanimportantindicatorofwhetheranenterprisehastheabilityofsustainablemanagementandcorecompetitiveness..Withthemarketizationofairportsystemreformthoroughandtheairportbusiness,operatingtheairportarenotlimitedbringstothelocalmonopolylimitedopportunities,moreneedtopayattentiontocustomerneeds,takethemarketastheguidance,suitableforthestudyofmarketingstrategiesforthedevelopmentoftheairport.TheYulinairportastheresearchobject,inthedoubleobjectofstudyofairlinesandpassengersasafundamental,marketingconceptsandresearchmethodsareintroducedintheYulinairportmanagementprocess,focusingonthestudyofYulinairportmarketingproductstrategy.ThispaperfirstlydiscussesYulinairportmarketingcontentandmarketingobject,introducestheconnotationandcharacteristicsofYulinairportproducts;usingthePESTanalysismethodandPotterfiveforcesmodelandothermethodstostudytheanalysisofthemacroenvironmentandmicroenvironmentofYulinAirportMarketing;adetailedanalysisofconsumerbehaviorcharacteristics,theYulinAirportairpassengermarketcharacteristicstheairportandmarketpositioning,toclassifyandstudytheConstitutionandneedsofpassengers,theairportproductdesignmethodbasedontheprincipleofdifferentialmarketing;intheprocessofevaluationofcustomersatisfactionofproductsintheairportmethod,establishthestructuralequationmodelofthesatisfactionevaluation,givessatisfactionevaluationindex,combinedwiththeactualsurveydataofthespecificairport,astatisticalanalysisandexampleverification;finallytheairportmarketingstrategyisgiven.UnderthebackgroundofthedevelopmentofYulinairport,inthemarketmarketingcombinationtheoryandanalysistoolsfortheresearchaccordingtotheintroductionandanalysisoftheYulinairportmarketingpresentsituation陕西工商管理硕士学院毕业论文IIandthemarketingcompetitionenvironment,andthenputforwardthecorrespondingmarketingstrategy,determinetheprocessoftheimplementationofthemarketingstrategy,andputsforwardthecorrespondingsecuritymeasures.InviewofthemarketingstrategyofChinaairportrelatedresearchisscarceandmostlyearlierresearchandinnovationinthefollowingtwoaspects:oneisprovidesthescientificandtheoreticalsupportforthemarketinganddevelopmentofYulinairport;thesecondisprovidesystematicandscientificstrategiesandrecommendationsforthemarketingofYulinairport.【KeyWords】AirportMarketingproductdesignmarketingstrategy【ResearchType】ApplicationResearch目录I目录1导论..............................................................................................................11.1选题背景与意义.................................................................................11.2研究内容与方法.................................................................................21.3研究的思路与框架.............................................................................31.4本文的主要贡献.................................................................................42相关理论概述...............................................................................................62.1机场营销............................................................................................62.1.1机场营销目的..................................................................................62.1.2机场营销对象及内容......................................................................72.1.3机场营销特点..................................................................................82.1.4机场营销与航空公司营销异同分析..............................................102.2机场产品理论分析...........................................................................112.2.1市场定位分析................................................................................112.2.2市场细分分析................................................................................112.2.3市场产品分析................................................................................122.3机场航空产品特征...........................................................................133榆林机场市场营销现状、分析及问题.......................................................153.1榆林机场情况介绍...........................................................................153.1.1榆林机场简介................................................................................153.1.2