【作者】 张卫东；

【导师】 王希庆；

【作者基本信息】 吉林大学 ， 工商管理， 2006， 硕士

【摘要】 本文基于利润区管理思想,具体阐述分析了南航吉林分公司企业的营销过程,探讨了航空营销过程的特性,通过分析南航吉林分公司营销过程的现状、优势和劣势,结合利润区基本思想基础上,总结了已有营销过程的问题,提出了适合南航吉林分公司的营销利润区管理模式-价值客户管理模式、客户解决方案模式、蓝海利润区模式。价值客户的分析,通过市场调研,总结了吉林航空市场中客户的基本状况,特别针对航空客户进行的分析,认为商务客户是目前本企业的价值客户群体,供职于事业单位、企业部门的乘客是价值客户主体。针对营销过程价值客户管理模式,进行企业定位与业务范围的再造设计,提出了实现营销利润区的战略构思与实践方式,并论述了实现营销战略的控制措施,实现了利润区理论思想与管理实践的结合。更多还原

【Abstract】 The price war is one of the important means that modern business enterprises find a foothold somewhere and develop in the competing market. Changhong of electron industry and Guomei of sale industry are black horses that rush out under this strategy guideline. However, the aviation industry that has always been considered as the high profit also faces this embarrassing situation. The big market realm of profits originally become more and more poor and unproductive, even become non-profit zone in the end because of malignant price competition. Non- profit zone is the "black hole" within modern business enterprise management. In this black hole, funds invest, but create no profits. Nowadays when market economy become more and more developed, the profits zone having been eroded gradually because of the malignant price competition, the trend that having non-profit zone to be extended continuously. The airline companies in China cannot escape the harassment of the malignant price war. All domestic airlines performances fall largely. How to gain has become a question that could not be avoided in front of all airline operators.After Changchun New Airport putting into service, the air transport market competed intensely, Jilin subsidiary company of South Navigation continues 13 year high quota profit myth in Changchun market to be broken. The competition airline companies enters Changchun market on a large scale, malignant price war continuously in order to capture the market share; Returning the advantage to the agent becomes more and more high in order to dredge the marketing channel. Due to the relative excess capacity, the competitive airlines play transit card, take advantage of their respective base route network in Beijing, Shanghai, Guangzhou, Shenzhen and Qingdao, as更多还原