当今经济全球化程度不断提高，不同国家之间的贸易关系愈加密切，民用 航空业面临着更大的机遇和挑战。郑州航空港港区作为首个国家级的航空港经 济综合试验区，计划早日建设成为大型货运枢纽，这对新郑机场航空货运能力 提出更高的要求。HNA公司负责新郑机场各货站的运营管理工作，目前遇到了 前所未有的困难和挑战，在国际方面，全球制造业体系和产业布局向东南亚及 南亚国家转移趋势较为明显，将对国际货运带来长久性不利影响。国内方面， 武汉天河国际机尝顺丰鄂州机尝青岛新机场计划投入使用，周边同质化竞 争愈加激烈，发展瓶颈难以突破。 本文通过对HNA公司内外部环境的分析，结合研究公司的货运能力、供应 商和客户群体以及现有价格策略，发现HNA公司在产品线、运力、产品定价、 人力资源、服务模式上存在若干问题。通过运用市场营销理论对HNA公司进行 市场细分和重新定位，在产品上提出根据客户需求和货量淡旺季来设计产品组 合方式，在渠道方面提出创新代理人模式和创新直销模式，在价格方面提出根 据市场情况进行差异化定价，提出符合HNA公司现状的促销策略。为保障营销 策略能够顺利实施，从服务、技术、人才培养、塑造品牌文化等方面提出相应 的建议。 期望通过本文的研究，能帮助HNA公司解决现有困境，使其在激烈的市场 竞争中，稳步前进，为客户提供更满意的服务，实现企业可持续发展，同时为 其它性质的航空货运公司的发展提供参考价值。 关键词：新郑机场；HNA航空货运公司；市场营销策略 II Abstract Withtherapiddevelopmentofeconomicglobalization,thetradebetween variouscountriesismorefrequent,bringingunprecedentedopportunitiestocivil aviationindustry.ZhengzhouairportisChina'sfirstnationalairporteconomic comprehensiveexperimentalarea,andplanstobuildalargecargohubatanearly date,whichputsforwardhigherrequirementsforXinzhengairportaircargocapacity. HNAcompanyisresponsiblefortheoperationandmanagementofeachcargo terminalinXinzhengairport.Atpresent,ithasencounteredunprecedenteddifficulties andchallenges.Internationally,theglobalmanufacturingsystemandindustriallayout haveanobvioustrendoftransferringtosoutheastAsianandsouthAsiancountries, whichwillbringalong-termnegativeimpactoninternationalcargo.Domestically, WuhanTianheinternationalairport,Sf-EzhouairportandQingdaonewairportare plannedtobeputintouse,andthehomogenizationcompetitioninthesurrounding areasisbecomingincreasinglyfierce,makingitdifficulttobreakthroughthe developmentbottleneck. ThroughtheanalysisofHNA'sinternalandexternalenvironment,combined withthestudyofthecompany'sfreightcapacity,suppliersandcustomergroups,as wellastheexistingpricingstrategy,thispaperfindsthatHNAhassomeproblemsin productline,transportationcapacity,productpricing,humanresources,andservice mode.ByusingthemarketmarketingtheorytoHNAonmarketsegmentationand positioningontheproductisputforwardtodesigntheproductaccordingtocustomer needsandcargoseasoncombination,intheaspectofchannelinnovationagentmode anddirectsalesmodelisputforward,thenputforwardintermsofpricedifferential pricingaccordingtothemarketsituation,andputsforwardinlinewiththecurrent developmentsituationofHNAcompanysalespromotionstrategy.Inordertoensure thesmoothrealizationofthemarketingstrategy,thecorrespondingSuggestionsare putforwardintermsofservice,technology,talenttrainingandbrandculturebuilding. ItisexpectedthattheresearchinthispapercanhelpHNAcompanytosolvethe III existingdifficulties,makeitinthefiercemarketcompetition,makesteadyprogress, providecustomerswithmoresatisfactoryservices,achievesustainabledevelopment oftheenterprise,andprovidereferencevalueforthedevelopmentofotherairfreight companies. Keywords:Xinzhengairport;HNAaircargocompany;marketingstrategy IV 目录 第一章绪论..............................................................................................................1 第一节研究背景与意义......................................................................................1 一研究背景...................................................................................................................1 二研究意义...................................................................................................................2 第二节研究内容与方法......................................................................................2 第三节本文特色与创新点..................................................................................5 第二章HNA公司市场环境分析.....................................................................6 第一节HNA公司简介........................................................................................6 一经营范围....................................................................................................................6 二组织结构....................................................................................................................7 第二节外部环境分析..........................................................................................8 一宏观环境分析............................................................................................................8 二行业环境分析..........................................................................................................10 第三节内部环境分析........................................................................................15 一公司内部资源分析..................................................................................................16 二公司运输能力分析..................................................................................................17 三公司市场营销能力..................................................................................................17 第三章HNA公司市场发展现状及营销问题分析....................................18 第一节HNA公司市场现状..............................................................................18 一货运能力..................................................................................................................18 二客户群体..................................................................................................................18 三价格政策..................................................................................................................19 第二节HNA公司市场营销问题分析..............................................................21 V 一营销意识薄弱无前瞻性..........................................................................................21 二淡旺季营销模式无差别..........................................................................................21 三与同行竞争者产品相似..........................................................................................22 四全货机航线班次待提高..........................................................................................23 五市场营销人才流失严重..........................................................................................24 第四章HNA公司的市场细分及目标定位..................................................26 第一节HNA公司市场细分..............................................................................26 一按产品细分..............................................................................................................26 二按客户细分..............................................................................................................27 第二节HNA公司目标市场选择......................................................................28 一国内货运市场..........................................................................................................28 二国际货运市场..........................................................................................................28 第三节HNA公司的市场定位..........................................................................31 一高端物流服务集成商..............................................................................................31 二快供应链平台商......................................................................................................32 三可信赖的合作伙伴..................................................................................................33 第五章HNA公司的市场营销策略................................................................34 第一节产品策略.................