大连理工大学专业学位硕士学位论文
摘
要
近年来为了压缩运营成本，保障航空安全，各大航空公司开始实施“餐食简化”经
营策略，这直接导致国内航空配餐行业开始进入寒冬，整个行业的盈利能力每况愈下，
利润率和市场份额都在逐年递减。大连机场航空食品公司是由大连机场集团与香港美心
集团合资成立的一家航空配餐公司，目前同样饱受内外部经营环境恶化的影响，经营状
况十分艰难，因此必须寻找全新的利润增长点，非航业务已经成为各大航空食品公司利
益角逐的重点，大连机场航空食品公司期望在这一领域突破瓶颈，获得全新的利益增长
空间。
本论文将以国内航空行业发展状况为研究背景，以大连机场航空食品公司非航业务
营销策略为研究对象，对大连机场航空食品公司非航食品营销策略展开深度分析和研
究，为其找到突破发展瓶颈的秘钥。论文首先引出国内航空食品行业的基本困境，以此
介绍了论文的研究目的、意义和研究思路、方法；随后论文为了能够在后期的研究过程
中做到科学、严谨，对国内外航空行业、航空食品行业的研究文献做了筛选和整理，同
时大量的查阅了市场营销、战略管理等方面的理论和模型，为后期深度分析大连机场航
空食品公司非航食品营销策略奠定了基础；接下来论文通过分析大连机场航空食品公司
当前非航业务的发展现状、非航业务现阶段遭遇的阻碍与难点、未来非航业务可能具有
的优劣势等问题，找到了造成当前大连机场航空食品公司非航业务发展窘境的根本影响
因素所在；最后论文帮助大连机场航空食品公司制定了一套切实可行的非航业务营销策
略，全面打开大连机场航空食品公司在非航业务方面的销路，增加客户数量，提升盈利
水平。同时为保障这套非航业务营销策略能够顺利的实施和发挥应有的作用，论文还设
计了完善的保障措施，从而保障相关策略高质量的推进。
本论文的研究成果可以帮助大连机场航空食品公司快速拓展非航业务的市场份额
和盈利能力，让大连机场航空食品公司真正在非航市场中获得一席发展空间，同时这些
研究成果还能作为国内航空食品企业战略转型的科学参考和借鉴。
关键词：大连 机场 航空食品 公司 ；非 航业 务；营销策略
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大连机场航空食品公司非航业务营销策略研究
Study on Marketing Strategy of
Dalian Airport Air Catering Company Limited
Abstract
In recent years, in order to reduce operating costs and ensure aviation safety, major
airlines have begun to implement the business strategy of "meal simplification", which
directly leads to the beginning of the domestic aviation catering industry to enter the cold
winter. The profitability of the whole industry declined from day to day, and the profit margin
and market share were decreasing year by year. Dalian Airport Air Catering Company is an
aviation catering company established in a joint venture between Dalian Airport and Hong
Kong Meixin. At present, it is also affected by the deterioration of the internal and external
operating environment, and its operating situation is very difficult, so it has to find a new
profit growth point. Non-aviation business has become the focus of the interest competition of
major aviation food companies. Dalian Airport Air Catering Company expects to break
through the bottleneck in this field and gain a new interest growth space.
This thesis will take the development status of the domestic aviation industry as the
research background, and the non-aviation business marketing strategy of Dalian Airport Air
Catering Company as the research subject, carry out in-depth analysis and research on the
non-aviation food marketing strategy of Dalian Airport Air Catering Company, and find the
secret key to break through the development bottleneck. Firstly the thesis introduces the basic
dilemma of the domestic aviation food industry, which introduces the research purpose,
significance and method of the thesis. Then in order to be able to be scientific and rigorous in
the later research process, the thesis screens and straightens out the research literature of
domestic and foreign aviation industry and aviation food industry. At the same time, the thesis
consults a large number of theories and models in marketing, strategic management and other
aspects, which laid a foundation for the in-depth analysis of the non-aviation food marketing
strategy of Dalian Airport Air Catering Company in the later stage. Next, the thesis analyzes
the current development situation of non-aviation business of Dalian Airport Air Catering
Company, the obstacles and difficulties encountered by non-aviation business at the present
stage, and the possible advantages and disadvantages of non-aviation business in the future,
finds out the fundamental factors affecting the current non-aviation business development
dilemma of Dalian Airport Air Catering Company. Finally, the thesis helps Dalian Airport Air
Catering Company to develop a feasible non-aviation business marketing strategy, fully open
the sales of Dalian Airport Air Catering Company in non-aviation business, increase the
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大连理工大学专业学位硕士学位论文
number of customers and improve profitability. At the same time, in order to ensure the
smooth implementation of this non-aviation business marketing strategy and play its due role,
the thesis also designs a perfect safeguard measures, so as to ensure the high-quality
promotion of relevant strategies.
The research results of this thesis can help Dalian Airport Air Catering Company quickly
expand the market share and profitability of non aviation business and enable Dalian Airport
Air Catering Company to truly obtain a development space in the non-aviation business. At
the same time, the research results can also be used as a scientific reference for the strategic
transformation of other domestic air catering companies.
Keywords： Dalian Airport Air Catering Company; Non-aviation Business;
Marketing Strategy
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