Classified Index: F562.5
U.D.C:658.8
A Dissertation for the Degree of MBA
RESEARCH ON MARKETING STRATEGY
OF LONGJIANG AIRLINES
Candidate：
Supervisor：
Tianjia Wang
Prof.Qiaolian Cheng
Academic Degree Applied for： Master of Business Administration
Longjiang Airlines
December, 2020
Affiliation：
Date of Defence：
Degree-Conferring-Institution： Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
随着民营航空企业数量的扩充和市场竞争日趋激烈化，国内航空市场面临
着多元挑战。民营企业在航空服务定价、航空产品管理、航线管理和客户管理
等方面展开激烈竞争，这使得民营航空企业成本日趋提升，而利润空间则面临
挤压的趋势。基于市场营销对企业规模化扩充的重要作用，民营企业纷纷尝试
以营销策略的创新带动市场规模的扩大，以规模化发展方式提升企业整体发展
水平。但是，由于民营航空企业发展时间和经验的制约，加之该类企业与传统
国有航空公司在综合势力方面的悬殊对比性，其探索具有差异化的航空市场营
销策略呈现出机遇和挑战并存的状况。所以，本文立足于龙江航空的案例，尝
试结合龙江航空市场营销问题设计具体的营销思路与架构，并推进龙江航空营
销策略的落地与实施，旨在探索与民营航空企业市场营销相关的思路与策略。
据此，文章运用案例分析法、文献分析法、归纳法和演绎法等研究方法，
通过针对其产品构成现状、服务条线状况、品牌形象概况和促销策略现状进行
分析，可知龙江航空当前营销中存在品牌与服务竞争力偏弱、收益定价相对较
为僵化、渠道代理经营收益较低和差异服务有待细化发展的问题，欠缺健全的
品牌形象管理方案、缺乏动态的联动定价管理机制、缺乏成熟的渠道代理营销
架构以及缺乏适当的服务创新绩效激励则是龙江航空形成上述问题的原因。据
此，其应当从动态性原则、创新性原则、联动性原则以及差异性原则等方面入
手，制定健全的品牌形象管理方案，建立动态化联动定价管理机制，设计成熟
的渠道代理营销架构并清晰化服务创新绩效激励措施，并从制度、组织、物质
和人员方面建立保障性措施，全面推动龙江航空在当前航空公司激烈的市场竞
争中获得竞争优势。
关键词：民航业；航空公司；市场营销；营销策略

哈尔滨工业大学工商管理硕士学位论文
Abstract
The scale of China's private aviation enterprises is gradually expanding and the
market competition is becoming increasingly fierce, which makes the domestic
aviation market face various challenges. Private enterprises have launched fierce
competition in aviation service pricing, aviation product management, airline
management and customer management, etc., which makes private aviation
enterprises' costs increase day by day while their profit space is squeezed. Based on
the role and significance of marketing to the scale expansion of enterprises, China's
private enterprises have tried to use the innovation of marketing strategy to drive
the expansion of market scale, trying to improve the overall level of enterprise
development by means of scale development. However, restricted by the
development time and experience of private aviation enterprises, and due to the
contrast between such enterprises and traditional state-owned airlines in terms of
comprehensive power, the exploration of differentiated aviation marketing
strategies presents both opportunities and challenges. Therefore, based on the case
of Longjiang Aviation, this paper attempts to design specific marketing ideas and
structures in combination with the marketing problems of Longjiang Aviation, and
promote the landing and implementation of marketing strategies of Longjiang
Aviation, aiming at exploring ideas and strategies related to the marketing of private
aviation enterprises.
On this basis, the article use case analysis, literature analysis, the methods of
induction and deduction method, through to its product constitute the present
situation, the service line, analyzing the present situation and problems of brand
image profiles and airline pricing, known longjiang air current brand marketing and
service competitiveness, income differential pricing low rigidity is serious, the
channel agents operating earnings and differentiated services provide poor problem,
lack of perfect brand image management scheme, the lack of dynamic linkage
pricing management mechanism, the lack of mature channel marketing agent
architecture and the lack of service innovation performance incentives are longjiang
aviation reasons for these problems. On this basis, it shall start from the dynamic
principle, innovative principle, the principle of correlation and difference principle
aspects, such as making a sound brand image management scheme, pricing
。。。以下略