面对日益增长的社会需求和国民经济的快速发展,民航机场在地区经济和社会生活中扮演着

越来越重要的角色。民航业是我国经济社会发展重要的战略产业,其发达程度反映了一个国家和

地区的现代化水平、经济结构、开放水平、区域经济竞争力等状况。宁夏处于西部不发达地区,

大力发展宁夏航空运输产业,对建设内陆开放型经济实验区和综合保税区,中阿“丝绸之路经济

带”的建设,扩大对外开放,有着至关重要的作用。宁夏作为中阿经贸论坛永久会址,也为宁夏

机场开通至中东、中亚阿拉伯国家的客货运国际航线提供了很好的时机。因此,研究宁夏机场航

线市场营销的策略,对其发展具有促进作用。

本文通过学习和巩固PEST、SWOT、STP、6Ps、关系营销及整合营销传播这些市场营销理论知

识,结合宁夏机场航线市场情况,分析宁夏机场航线营销所面临的机遇与威胁、优势和劣势,现

行的营销环境及营销现状,找到制约其航线营销发展的问题和成因,提出宁夏机场未来航线营销

发展对策的建议,以求对其发展产生关键的促进作用。最后认识到宁夏机场的营销工作主要需要

建立完整的营销管理体系,来制定其战略发展方向,并对相应营销策略进行调整,以完成航线营

销这项任重而道远的工作,对研究西部区域机场航线市场营销具有一定的创新性。

关键字:宁夏机场,航线营销,策略

Abstract

Along with the growing needs of the community and the rapid development of the national

economy, aviation airports are playing an increasingly important role in regional economy and social

life. Aviation industry is a significant strategic industry in China's economic and social development,

the level of its development can reflects the modernization progress, economic structure, the level of

openness, the regional economic competitiveness and some other aspects of a region or a country.

Ningxia located in the western undeveloped area, developing the airline transport industry is essential

for the construction of open economy experimental area in inland and comprehensive Free Trade Zone,

for the construction of China-Arab ‘Silk Road economic zone,and the extension of openness. Because

Ningxia is the permanent site of Ningxia-Arab Economic and Trade Forum, which provides a good

opportunity to develop the international routes to Middle East countries for Ningxia airports. Therefore,

tiie research of the marketing strategy in Ningxia airport has a useful impact for its development.

This paper has studied and reviewed PEST, SWOT, STP, 6PS,relationship marketing and

integrated marketing communications theories, combined with the current routes, to analyze the

opportunities and threats, advantages and disadvantages faced by Ningxia airport, to identify the current

marketing environment, to find the problems and factors which are restricting the development of the

routes marketing, so that to give some suggestions about the future development to help promoting its

development. This paper concluded that the main marketing strategy for Ningda airport is to establish a

complete marketing management system,to identify its strategic direction and to adjust the

corresponding strategy, in order to accomplish the vital project thus, have an innovation impact for the

research of the marketing in western area's airports.

Key words: Ningxia airport; airline routes marketing; strategy