大型商用飞机的制造是名副其实的制造业皇冠。中国于 2008 年成立了商用飞机 制造企业，致力于研发、制造、服务拥有中国自主知识产权的大型商用飞机。经过十 年以来的努力，该公司生产的新支线客机已于 2016 年投入国内民用航空客运市场， 该公司设计研发的中短程窄体客机已于 2017 年完成首次研制试飞，进入适航审定阶 段，预计三年后投入市场。而全球商用飞机市场已被美国波音公司和欧洲空中客车公 司牢牢地占据了近半个世纪。 根据 2018 年国际航空协会全球民用飞机市场预测，随着全球经济发展，全球民 用航空市场客运、货运需求呈增长趋势；大型商用飞机需求，特别是中短程窄体客机 的需求量增长趋势明显；未来五到十年，排除不可抗力因素，运输成本占比最大的航 空燃油价格将在 80 至 100 美元区间趋于稳定；一大批航空公司将迎来老龄飞机的更 新换代。一系列市场行情利好给中国商用飞机制造企业提供了良好的市场机会。但面 临当今波音公司与空客公司的双寡头垄断市场，该企业要想在产品导入期抢占市场一 席之地，还面临着严峻的内部管理困难和外部市场开拓阻碍。 本文将对中国商用飞机的营销策略展开研究，为该企业制定营销策略方案，重点 解决服务哪些客户和怎样提供顾客价值的问题。本文将运用 STP 理论，研究市场细分、 目标市场选择和差异化的产品定位，运用 4Rs 理论研究客户关系、关联、反应、关系、 回报四要素在营销策略中的具体实施；此外，为提高顾客感知利得，本文还涉及使用 顾客感知价值理论研究供应品设计，以期提高顾客感知利得。 关键词: 商用飞机；营销策略；STP；4RsIII Abstract China established a commercial aircraft manufacturing company in 2008 in order to manufacture and service large commercial aircraft with Chinese independent intellectual property rights. After ten years of hard work, the new regional passenger aircraft produced by the company has been put into the domestic civil aviation passenger transportation market in 2016. The medium and short-range narrow-body passenger aircraft designed and developed by the company has completed the first test flight in 2017 and entered the airworthiness certification stage. It is expected to be put into the market after three years. However the global commercial aircraft market has been firmly occupied by Boeing and Airbus for nearly half a century. According to the global civil aircraft market forecast by the international aviation association in 2018, with the development of global economy, the demand for passenger and freight in the global civil aviation market shows an increasing trend. Large commercial aircraft demand, especially the demand for short - and medium-range narrow-body aircraft growth trend is obvious; In the next five to ten years, excluding force majeure factors, the price of aviation fuel that accounts for the largest proportion of transportation costs will stabilize in the range of 80 to 100 us dollars. A large number of aging aircrafts will be replaced. A series of favorable market conditions have provided a huge of opportunities for Chinese commercial aircraft manufacturers. However, facing the duopoly market of Boeing and airbus, it is also facing severe internal management difficulties and obstacles to extend global market. This paper will study the marketing strategies of commercial aircraft in China and formulate marketing strategies for the enterprise, focusing on which customers to serve and how to provide customer value. This paper will use STP theory to study market segmentation, target market selection and differentiated product positioning. It also use 4Rs theory to study the specific implementation of customer relationship, correlation, reaction, relationship and return in marketing strategy. In addition, this paper also involves the use of customer perceived value theory to study supply design in order toIV improve customer perceived benefits. Key words: Commercial Aircraft; Marketing Strategy; STP; 4Rs目录 致谢.........................................................................................................................................I 摘要........................................................................................................................................II Abstract ................................................................................................................................. III 第 1 章 绪论 .........................................................................................................................1 1.1 选题背景和研究意义 .................................................................................................1 1.1.1 选题背景 ..............................................................................................................1 1.1.2 研究意义 .............................................................................................................2 1.2 国内外研究现状评述 ................................................................................................3 1.2.1 国外相关研究现状评述 .....................................................................................3 1.2.2 国内相关研究现状评述 .....................................................................................6 1.2.3 评述 .....................................................................................................................7 1.3 研究内容和框架 ........................................................................................................8 1.4 研究方法与创新点 ....................................................................................................8 1.4.1 研究方法 .............................................................................................................8 1.4.2 创新点 .................................................................................................................9 1.5 本章小结 ....................................................................................................................9 第 2 章 理论基础 ...............................................................................................................11 2.1 STP 营销理论.............................................................................................................11 2.2 市场营销工具 4Rs 理论...........................................................................................12 2.3 顾客感知价值理论 ..................................................................................................13 2.5 本章小结 ..................................................................................................................14第 3 章 CA 公司外部环境分析..........................................................................................15 3.1 宏观环境分析 ..........................................................................................................15 3.1.1 政治法律环境分析 ...........................................................................................15 3.1.2 经济环境分析 ...................................................................................................16 3.1.3 行业发展分析 ...................................................................................................17 3.1.4 市场前景分析 ...................................................................................................19 3.2 竞争环境分析 ..........................................................................................................20 3.2.1 行业竞争能力 ...................................................................................................21 3.2.2 客户议价能力 ...................................................................................................23 3.2.3 供应商管控能力 ...............................................................................................24 3.2.4 替代品的威胁 ...................................................................................................24 3.2.5 潜在进入者 .......................................................................................................25 3.3 小结 ..........................................................................................................................26 第 4 章 CA 公司营销现状分析....................................