黑龙江大学硕士学位论文
Abstract
With the world fast development on economy and the significant improvement of
people’s wealth, living standards and culture, people's demand for business travel and
cross-border travel is increasing strongly. A350 wide-body aircraft developed by A
company can not only improve the efficiency of passenger travel, improve ride comfort
and make outstanding contributions to environmental protection, but also bring higher
benefits to the medium and long range airlines in terms of passenger carrying capacity,
fuel efficiency and economic benefits. Based on current existing marketing strategy of
A350 wide-body aircraft of A Company, this paper analyzes and researches the
marketing strategy of A350 wide-body aircraft in China.
By analyzing the macro environment and micro market environment of A350
wide body aircraft of company A in China, the current situation of company A in
China's market was analyzed from four aspects: the existing advantages, weakness
points, opportunities and threats found. This paper analyzes the sales of A350 wide
body aircraft in China from the perspective of 4P marketing combination products,
price, place and promotion, and based on current conditions search for what’s the main
finds of company A's marketing strategy in China. By deeply dig into the market
segmentation, targeting, positioning and 4P marketing strategy combination of A350
wide body aircraft of company A, this paper gives some proposals to improve and
support to enhance the marketing strategy in China. In order make sure the relevant
marketing strategies can be implemented, some supporting measures are really needed
from the aspects of organization updates, customer service and local support. The
importance of this research is to provide specific trend of A350 wide body aircraft
market development, and further improve the cognition of China's civil aviation wide
body aircraft marketing environment. By exploring the marketing strategy of company
A, we can also accumulate relevant marketing theories and experience regarding the
development and marketing strategy for China large aircraft.
Keywords: Wide Body Aircraft; Marketing Strategy; Marketing Analysis
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目录
目录
中文摘要 ........................................................................................................................... I
Abstract ...........................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究的背景 ....................................................................................................... 1
二、研究的目的和意义 ........................................................................................... 2
（一）研究的目的 ............................................................................................ 2
（二）研究的意义 ............................................................................................ 2
三、国内外研究现状 ............................................................................................... 3
（一）国外研究现状 ........................................................................................ 3
（二）国内研究现状 ........................................................................................ 4
（三）国内外研究评述 .................................................................................... 5
四、研究内容和研究方法 ....................................................................................... 5
（一）研究内容 ................................................................................................ 5
（二）研究方法 ................................................................................................ 7
第一章相关概念及研究理论 ...................................................................................... 8
第一节营销相关概念 ............................................................................................. 8
一、市场营销 .................................................................................................... 8
二、营销组合 .................................................................................................... 8
第二节营销环境分析理论 ..................................................................................... 8
一、PEST分析模型.......................................................................................... 8
二、SWOT分析模型........................................................................................ 9
第三节市场营销相关理论 ................................................................................... 10
一、STP营销理论 .......................................................................................... 10
二、4P营销组合理论..................................................................................... 10
本章小结 ..................................................................................................................11
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黑龙江大学硕士学位论文
第二章 A公司宽体飞机中国市场营销现状及问题分析.............................................. 12
第一节 A公司及宽体飞机产品概述 ................................................................... 12
一、A公司概况 .............................................................................................. 12
二、A公司宽体飞机介绍 .............................................................................. 13
第二节 A公司宽体飞机营销现状 ....................................................................... 15
一、产品销售情况 .......................................................................................... 15
二、产品价格情况 .......................................................................................... 17
三、营销渠道情况 .......................................................................................... 17
四、促销情况 .................................................................................................. 18
第三节 A公司宽体飞机营销问题分析 ............................................................... 19
一、产品研发进度落后于竞争对手 .............................................................. 19
二、成交价格不固定 ...................................................................................... 20
三、租赁销售渠道薄弱 .................................................................................. 21
四、促销方式单一 .......................................................................................... 22
第四节营销策略问题的成因分析 ....................................................................... 22
一、强劲的竞争对手 ...................................................................................... 22
二、营销渠道反应不灵敏 .............................................................................. 23
三、没有深入的国际合作 .............................................................................. 24
本章小结 ................................................................................................................. 24
第三章 A公司宽体飞机中国市场营销环境分析 ..................................................... 26
第一节宏观环境分析 ........................................................................................... 26
一、政治环境 .................................................................................................. 26
二、经济环境 .................................................................................................. 27
三、社会环境 ............................................................................................