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1、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
2、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，
3、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 Abstract ITitle: Research on YuLin Airport CO.,LTD marketing plan Specialty: Business Administration Name:He Fei Signature: Tutor:Chen Shi Signature: Abstract
4、 The modern marketing concept takes the customer demand as the guidance, pursues the customer satisfaction. Customer satisfaction becomes an important indicator of whether an enterprise has the ability of sustainable management and core competitiveness. With the marketization of airport system refor
5、m thorough and the airport business, operating the airport are not limited brings to the local monopoly limited opportunities, more need to pay attention to customer needs, take the market as the guidance, suitable for the study of marketing strategies for the development of the airport. The Yulin a
6、irport as the research object, in the double object of study of airlines and passengers as a fundamental, marketing concepts and research methods are introduced in the Yulin airport management process, focusing on the study of Yulin airport marketing product strategy. This paper firstly discusses Yu
7、lin airport marketing content and marketing object, introduces the connotation and characteristics of Yulin airport products; using the PEST analysis method and Potter “five forces“ model and other methods to study the analysis of the macro environment and micro environment of Yulin Airport Marketin
8、g; a detailed analysis of consumer behavior characteristics, the Yulin Airport air passenger market characteristics the airport and market positioning, to classify and study the Constitution and needs of passengers, the airport product design method based on the principle of differential marketing;
9、in the process of evaluation of customer satisfaction of products in the airport method, establish the structural equation model of the satisfaction evaluation, gives satisfaction evaluation index, combined with the actual survey data of the specific airport, a statistical analysis and example verif
10、ication; finally the airport marketing strategy is given. Under the background of the development of Yulin airport, in the market marketing combination theory and analysis tools for the research according to the introduction and analysis of the Yulin airport marketing present situation 陕西工商管理硕士学院毕业论
11、文 IIand the marketing competition environment, and then put forward the corresponding marketing strategy, determine the process of the implementation of the marketing strategy, and puts forward the corresponding security measures. In view of the marketing strategy of China airport related research i
12、s scarce and mostly earlier research and innovation in the following two aspects: one is provides the scientific and theoretical support for the marketing and development of Yulin airport; the second is provide systematic and scientific strategies and recommendations for the marketing of Yulin airpo
13、rt. 【K e y Wo r d s 】Airport Marketing product design marketing strategy 【Research Type】Application Research 目 录 I目 录 1 导论 . 1 1.1 选题背景与意义 . 1 1.2 研究内容与方法 . 2 1.3 研究的思路与框架 . 3 1.4 本文的主要贡献 . 4 2 相关理论概述 . 6 2.1 机场营销 . 6 2.1.1 机场营销目的 . 6 2.1.2 机场营销对象及内容 . 7 2.1.3 机场营销特点 . 8 2.1.4 机场营销与航空公司营销异同分析 . 10 2.2 机场产品理论分析 . 11 2.2.1 市场定位分析 .
