内蒙古空港贵宾服务有限公司服务营销研究

【作者】 王晶；

【导师】 巴丽； 杨伟民；

【作者基本信息】 内蒙古大学 ， 工商管理， 2013， 硕士

【摘要】 2008年以来,国际金融危机持续洗礼,随着全球经济增速放缓,国际金融风暴等效应导致旅游市场萎缩。经济环境恶化导致需求疲软,客运量、货运量双重下降。同时,伴随着我国航空业对外开放步伐的加快,我国的航空市场中吸引了国内外资本的进入,国内航空业市场出现了前所未有的激烈竞争。作为发展较晚、实力较弱、缺乏经验的机场贵宾服务行业,其发展与国内外航空业市场息息相关,对于内蒙古空港贵宾服务有限公司(以下简称内蒙古贵宾公司)来说,其不但要面对来自国内本行业的竞争,同时,还要面临自身资源短缺、属地市场饱和等困境,如何制定出适合自身特点的市场营销战略,开拓市场、巩固市场成为企业发展当务之急。本文将结合我国航空运输市场、航空服务市场的现状,将服务营销理论与内蒙古贵宾公司运营现状相结合,提出了适合公司发展的服务营销组合策略。本文首先分析了中国民航市场的经营环境,并离析出目前内蒙古贵宾公司面对的外部机遇和挑战,在此基础上,通过设置调查问卷调查的方法,提炼出公司的内部优势和劣势,并通过SWOT分析,提出公司的服务营销策略,具体来说,目前：内蒙古贵宾公司目前的市场定位应为公务旅客和休闲旅客服务上,使用服务营销的理念,通过提高服务质量、丰富服务产品、重视服务人员的遴选、培养,应提高员工满意度、理顺服务流程、重视与顾客之间的信息互动等营销策略来提升服务质量。最后提出相关的对策和建议。更多还原

【Abstract】 Experienced the baptism of the international financial crisis in2008, as the global economic slowdown, the effects of the international financial turmoil leads to atrophy of the tourism market, coupled with snowstorms, earthquakes, especially oil prices, Olympic security and other factors, China’s civil aviation marketrare negative growth in the past two decades appear. The same time, along with the acceleration of the pace of opening up of China’s aviation industry, to attract domestic and foreign capital to enter China’s aviation market, the domestic airline industry market competition is more intense than ever. As a late development, weak, inexperienced airport VIP service industries, the development of the domestic airline industry closely related to the market for Inner Mongolia Airport VIP Services Limited, its not only have to face competition from the domestic industry (for example, Shanghai airport VIP services company, Shenzhen airport VIP services company), at the same time, have to face a few from the international market, the face of increasingly fierce competitive pressure, how to develop appropriate not to their own characteristics unique marketing strategy, market development, consolidation of the market to become a top priority. In this paper, the status quo of China’s air transport market and air services market, and the actual situation of Inner Mongolia Airport VIP Services Limited, services marketing theory and Inner Mongolia Airport VIP Services Limited, operation status, the marketing mix suitable for the development of China Southern Airlines strategy.This paper analyzes the operating environment of the Chinese civil aviation market, and isolating the airport VIP services company in the face of external opportunities and challenges, on this basis, through the questionnaire survey method, on the basis of the factor analysis to extract the companyinternal strengths and weaknesses, and through the SWOT analysis, to extract the service Co., Ltd., Inner Mongolia Airport VIP service marketing strategy, specifically:Inner Mongolia Airport VIP services Limited, current market position should focus on business travelers and leisurepassenger services and improve service quality, enrich the services and products to maintain the official source. Emphasis on human resources management, attention to staff selection, training, improve employee satisfaction, emphasis on information interaction between customers and streamline service processes to improve service quality. Finally, the countermeasures and suggestions to improve the overall competitiveness of the Port of Shanghai.更多还原