摘 要
随着中国经济持续快速的增长，国内民航业迎来了高速发展的黄金时期，中国民航运
输年总周转量已居世界第二位，仅次于美国。被誉为“齐鲁之翼”的山东航空股份有限公
司（以下简称“山航”）经过十九年的健康发展，已成为一个拥有 74 架各型飞机的全国性
航空公司，同时构建了“东西串连、南北贯通、覆盖全国及周边地区”的航线网络，创造
了连续八年保持盈利的辉煌业绩。在新的历史环境下，国内民航业面临着竞争加剧、油价
飞涨、高铁冲击、飞行事故频发等严峻态势。山航只有构建高效的营销体系、创新多变的
营销策略，优化内部管理流程，全面提升企业竞争力，才能实现山航十二五规划的宏伟蓝
图，即实现机队规模达到 100 架、收入利润倍增和从中型航空公司向大型航空公司、从地
区航性空公司向全国性航空公司、从传统商业模式向现代商业模式转变的三个跨越。
第一章对论文的研究背景及意义进行了阐述，指出山航营销策略的合理性对于进一步
提高山航经营水平具有积极的指导作用；第二章介绍了本文涉及到的理论部分，即 STP 营
销理论和 4P’S 营销理论，为论文接下来的研究提供了理论依据；第三章从宏观环境和竞
争环境维度出发，系统分析了山航所面对的宏观环境。同时利用波特五力模型细致表述了
山航所面对的竞争环境，由此确定在未来的发展中，山航采取的市场定位和与之匹配的竞
争策略；第四章介绍了山航营销工作的现状，并指出营销工作中存在的产品结构不合理、
种类不丰富、附加值不高；定价不精细、策略过单一、低价占比高；渠道不完善、分销依
赖高、直销比例低；促销理念薄弱等问题。第五章针对山航实施营销活动过程中存在的问
题，通过市场细分，定位高端公商务旅客群体和旅游休闲群体作为目标市场，并分别从产
品、价格、渠道、促销四个方面详尽阐述了营销策略的实施过程。第六章提出巩固青岛基
地，提升优化厦门和重庆基地、整合与开发电子商务渠道，推进营销信息化建设、精益营
销管控模式，夯实渠道销售能力、统筹产品管理，创新客户开发与维护模式、以软服务上
五星为抓手，提升营销服务管控水平。文章最后描述了笔者在经过大量调查、研究和分析
之后得到的结论，以及对于未来民航运输市场营销的展望。
关键字：山东航空；STP； 4P’S ；波特五力模型；营销策略
Abstract
With the sustainable rapid growth of our national economy, Chinese domestic aviation
transportation industry makes great development and total turnover volume of Chinese civil
aviation transportation becomes the second only next to the USA in the world. After 19 years of
steady development, Qilu wings shandong airlines co., LTD. (hereinafter referred to as the
ShanHang) has become a 74 aircraft medium airlines. It forms a string things, north and south
through, covering the whole country and the surrounding route network with nearly eight years
of sustainable profit. In the new historical situation, the domestic civil aviation will face
challenges including the increasing competition, soaring oil prices, high iron impact and frequent
flight accident. ShanHang could improve the competitiveness of enterprises and achieve the
grand goal of The Twelfth Five-Year through forming efficient marketing system, implement
agile marketing strategy and strengthen internal management. It namely realizes 100 frame fleet
size, double income profits and three across which is from medium to large, from the area to the
country and from the traditional business model to modern business model.
This first chapter of this paper describes background and significance of the research. It
points out that ShanHang marketing strategy has certain guiding significance to improve
ShanHang management. The second chapter illustrates this paper involves four theory including
the STP marketing, 4 P’S marketing, service marketing and network marketing. It provides the
theoretical basis for research for the next several chapters. The third chapter analyses the
ShanHang marketing environment with five forces model tools. It confirms the location of
ShanHang development in the future and the related competition strategy. The fourth introduces
the ShanHang marketing present situation. It points out the product structure is not reasonable in
marketing, the added value is not high, the strategies is single and low prices is prevalent.
Channel maintenance is not perfect relying too much on distribution and direct selling rate is low.
Concepts of promotion is thin. It confirms the location of ShanHang development in the future
and the related competition strategy. The fifth chapter chooses the high-end passenger and tour
group as target market through the market segmentation according to the problems in the process
of marketing. It illustrates the marketing strategy for the implementation of process respectively
from four aspects including product, price, channel and promotion. The sixth chapter puts
forward a series of method to promote level of the management-control marketing service, with
the purpose of reaching the 5-star soft service standard, this paper address to enhance the
Qingddao Base, and upgrade Xiamen and Chongqing Base, both integrate and develop
E-commerce channel, and propel the construction of marketing information, promotemanagement-control
mode, as well as the ability of channel marketing, coordinate with product
management, innovate the customer’s development and maintaining mode. At the end of the
article, the conclusion had been gotten after a lot of research and analysis. The author also
described the prospect of the research.
Keywords: shandong airlines ；STP； 4P’S ；five forces model ；marketing strategy