中文摘要
中文摘要
在世界碳排放危机和能源供求矛盾的大背景下，为了有效解决当前的环境
污染问题，各国都在加大投入并把新能源发展战略提上日程，如何降低能源消耗
和降低碳排放成为各国的重要研究方向。而航空运输业碳排放占全球碳排放的 2%
左右，且增长速度较快，是节能减排的重点领域之一。中国航空地面设备的“油
改电”政策，正是中国民航业落实国家节能减排战略的重要措施和手段。法国 T
公司是一家历史悠久、专注于生产航空地面设备的专业性公司，其产品涵盖航空
地面设备的 15个系列，自上世纪 80年代就开始了航空地面设备电动化的研究，
到 2017年已经实现 6类地面设备的完全电动化。笔者通过自己 10余年的民航
从业经验和丰富的一线销售经验，针对法国 T公司在华的营销发展情况，借助
PEST模型等研究模型来对 T公司的的电动地面设备经营状况进行全面而细致
的分析，从行业背景入手进行研究，同时，利用 SWOT模型来分析该公司在中
国生产经营的有利条件和不利条件，运用 STP战略理论对法国 T公司的电动节
能地面设备在中国的市场定位、目标客户群等开展研究。最后通过 4R营销理
论分析了 T公司的电动节能地面设备在营销方面的现实状况和问题。本文对 T
公司的航空电动地面设备在营销方面所出现的问题和缺陷进行分析并在此基础
上提出了针对性的完善措施，这为我国同类企业提供了明确营销方向、改进营销
措施的参考。
关键字：航空电动地面设备；STP理论；4R理论；营销策略
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Abstract
Abstract
Against the background of the global energy crisis, in order to effectively solve
current problems, environmental pollution and fuel supply and demand matching, all
countries in the world have further increased their agendas and started to invest in new
energy development strategies. The carbon emissions of air transportation account for
about 2% of global carbon emissions, and it is still growing rapidly, making it one of
the main areas of energy conservation and emission reduction. China's aviation ground
service equipment(GSE) " change from oil into electricity " policy is an important
measure and means for China's civil aviation industry to implement the national energy
conservation and emission reduction strategy. France company T is a long-established
company specializing in the production of aviation GSE . Their products cover 15
series of aviation GSE .The research on the electrification of aviation GSE from the
1980s, and the full electrification of 6 types of GSE was completed in 2017. Thanks to
more than 10 years of experience in civil aviation and sales work with rich experience,
I have conducted a comprehensive analysis and detailed operation status of electrical
equipment. Start with development and combine industry. The SWOT model is used to
analyze the pros and cons of various production and operation companies coming to
China, and the STP theory is used to explore market positioning and target customers'
equipment energy-saving French companies coming to China. Finally, through the
marketing 4R theory, this article analyzes the actual situation and problems of
marketing, the ground electrical energy-saving company T. article on the ground
service equipment sales company T on trafficking. Analyzes the defects on the basis,
and proposes targeted improvement measures. Clarify the marketing direction, improve
marketing measures, and provide a feasible reference for similar domestic enterprises.
Key words: Aviation electric ground service equipment; The STP theory; The 4R
theory; The marketing strategy
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目录
目录
中文摘要 .................................................................................................... I
Abstract......................................................................................................II
第一章 绪论 ............................................................................................1
第一节 选题背景与研究意义 ............................................................................1
一、选题背景 ......................................................................................................................... 1
二、研究目的 ......................................................................................................................... 6
三、研究意义 ......................................................................................................................... 6
第二节 研究内容与技术路线 ............................................................................8
一、研究内容 ......................................................................................................................... 8
二、技术路线 ....................................................................................................................... 10
第三节 研究方法与创新点 ..............................................................................11
一、研究方法 ....................................................................................................................... 11
二、创新点 ........................................................................................................................... 11
第二章 营销理论基础及文献综述..................................................... 13
第一节 营销理论基础与工具方法 ..................................................................13
一、STP理论 ....................................................................................................................... 13
二、4R营销理论 ................................................................................................................. 13
三、SWOT分析法 ............................................................................................................... 15
四、PEST分析方法 ............................................................................................................. 16
五、五力模型分析法 ........................................................................................................... 17
第二节 文献综述 ..............................................................................................20
一、国外文献研究综述 ....................................................................................................... 20
二、国内文献研究综述 ....................................................................................................... 21
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