D 公司是国内较早成立的公务机运营公司，目前机队规模 30 余架，业务涵
盖飞机托管、包机、地面代理、紧急医疗救护、FBO 固定基地运营等。本文以 D
公司为研究对象，运用市场营销理论，使用文献查阅法、访谈法以及 PEST、
SWOT 定性和定量分析法等模型进行研究。文章分析了中国公务机行业的发展现
状、市场前景和行业宏观环境，并根据 D 公司的自身情况确立实力型增长战
略；剖析找出 D 公司在市场营销策略上存在的问题和不足，以此提出针对性的
解决方案，即优化 STP 战略，科学合理进行市场细分、采取完全覆盖目标市场
选择、定位于国内领先、国际知名的公务机综合运营商和高端生活方式服务
者；优化市场营销组合，加强服务营销，包括丰富产品类型、制定灵活多样的
价格体系、拓展和深化营销渠道、面向客户进行多形式促销、重视人员策略、
做好服务过程管理和增加服务的有形展示。此外，在组织管理沟通和营销队伍
建设方面提出营销保障措施
研究的创新点在于：目前国内公务航空发展尚属初级阶段，对公务航空公
司的营销策略研究不多，本文有助于拓宽公务航空的市场营销思路，对国内其
他公务航空公司的运营发展以及市场营销策略的制定与实施具有一定的借鉴意
义
关键词：PEST 分析,SWOT 分析,公司发展战略,STP 战略,营销策略2
Abstract
Business Aviation belongs to general aviation category. It is a way of aviation
operation that uses business jet or private jet to provide flight services to specific
high-end groups. Business aviation flight is flexible, convenient, private, efficient and
distinguished. In recent years, business aviation is developing quickly in China with
great market potential, while it is still in primary stage of development. It’s vital for
business aviation enterprises to accurately grasp and explore market demand, or even
create and guide consumption. Marketing is an important part of a company’s
business activities and the success of marketing even determines the survival and
development of a company to a large extent.
Company D is a business aviation operating company that established the earliest
in China. It has a fleet size of over 30 aircraft currently and its business covers
business jet management, charter flight, ground handling service, emergency medical
rescue, FBO fixed base operation, etc. This thesis chooses Company D as the research
object, and uses marketing theories and the methods of literature retrieval, interview,
PEST analysis, SWOT qualitative and quantitative analysis, etc. to do the study work.
The thesis firstly analyzes the current situation, market prospect and industry micro
environment of Chinese business aviation industry, and formulates a strength growth
strategy to Company D according to its own situation. Then analyze the problems and
shortcomings in Company D’s marketing strategy, following with targeting solutions,
i.e. to optimize the STP strategy and marketing mix. Company D should make market
segmentation scientifically, choose fully cover target market, and position the
company as a domestic leading and internationally well-known business aviation
integrated operators and high-end lifestyle service providers. Company D should
strengthen service marketing, including rich product type, develop flexible and
diverse pricing system, expand and deepen marketing channel, carry out multi-form
promotion, attach importance to personnel strategy, enhance business process3
management and increase service tangible display. In addition, the thesis also give
some advice on marketing supporting measuring, including organization management
and communication, marketing team construction.
The innovation of this research lies in the topic selecting. Business aviation is
still in primary development stage in China, and research on the marketing strategy of
business aviation companies is not much. This thesis can help to expand the
marketing idea, and also provide certain reference to other domestic business aviation
operators in terms of operation mode, marketing strategy formulation and
implementation..
Keywords: PEST Analysis, SWOT Analysis, Company Development Strategy,
STP Strategy, Marketing Strategy4
目 录
第 1 章 绪论 ........1
1.1 选题背景 ....1
1.2 研究目的和意义 ..........2
1.3 文献综述 ....2
1.3.1 相关概念...........2
1.3.2 相关理论基础.......3
1.3.3 国内外研究现状.....5
1.4 研究内容与研究方法 ......6
1.4.1 主要研究内容.......6
1.4.2 研究方法与技术路线.7
第 2 章 中国公务机行业宏观环境分析 ..........9
2.1 中国公务机行业概况 ......9
2.1.1 通用航空及公务航空简介.........9
2.1.2 中国公务机市场现状10
2.1.3 中国公务机市场发展前景........11
2.2 中国公务机行业宏观环境分析 .........13
2.2.1 政治法律环境......13
2.2.2 经济环境..........14
2.2.3 社会文化环境......14
2.2.4 技术环境..........15
第 3 章 D 公司发展战略及其营销现状分析 ......16
3.1 公司概况 ...16
3.1.1 业务范围及业务发展预测........17
3.1.2 机队规模及其预测..18
3.2 D 公司 SWOT 分析及其战略选择.........19
3.2.1 定性 SWOT 分析及其发展战略思路.19
3.2.2 定量 SWOT 分析及其战略方向选择.225
3.3 D 公司营销策略现状及问题分析........26
3.3.1 主营业务分析......26
3.3.2 公司战略和营销策略中存在的问题分析........29
第 4 章 D 公司市场营销策略优化 ..36
4.1 发展战略优化 ...........36
4.2 STP 战略优化36
4.2.1 市场细分方式优化..37
4.2.2 目标市场选择优化..39
4.2.3 市场定位优化......39
4.3 营销组合策略优化 .......40
4.3.1 丰富产品类型......40
4.3.2 制定灵活多样的价格体系........42
4.3.3 拓展和深化营销渠道43
4.3.4 面向客户的多形式促销..........45
4.3.5 重视人员策略......46
4.3.6 做好服务过程管理..47
4.3.7 增加服务的有形展示47
4.4 营销策略优化的保障措施 .48
4.4.1 加强组织管理和沟通48
4.4.2 重视营销队伍建设..49
第 5 章 结论 .......51
5.1 形成的主要结论 .........51
5.2 有待进一步研究的问题 ...51
致 谢 .53
参考文献 ..........54
附 录 .56中国地质大学（北京）专业硕士学位论文第 1 章 绪论
1.1 选题背景
1903 年，美国莱特兄弟发明了世界上第一架载人动力飞机“飞行者-1 号”
并成功试飞，这代表着人类从此进入航空文明阶段。作为人类社会蓬勃发
。。。以上简介无排版格式，详细内容请下载查看
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