營銷策略對中國大陸民航企業競爭力的影響 : 以三大航空集團為例

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營銷策略對中國大陸民航企業競爭力的影響 : 以三大航空集團為例

 

Author: 林清
Lin, Qing
Title: 營銷策略對中國大陸民航企業競爭力的影響 : 以三大航空集團為例
Ying xiao ce lue dui Zhongguo da lu min hang qi ye jing zheng li deying xiang : yi san da hang kong ji tuan wei li
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Aeronautics, Commercial -- China -- Case studies
Marketing -- China -- Case studies
Department: School of Hotel and Tourism Management
Pages: viii, 61 p. : ill., charts ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1717690
URI: http://theses.lib.polyu.edu.hk/handle/200/1963
Abstract: Civil aviation of China has gained great achievements since China opened to the outside world twenty years ago. China has become one of the largest countries of air transportation in the world. All members concerned in the civil aviation of China clearly understand that the accession of China into the World Trade Organization means a multifaceted change of the China civil aviation market. There is a movement to open domestic and international air transport markets to the world airline industry. The appearance of foreign airlines in China air transport market by different channels will pose a great challenge to all airlines in the Mainland. China's airlines have to increase their competitiveness if they want to maintain their shares in the international and domestic markets. Based on literature reviews, the author formulated a research model on how marketing strategy affects the competitiveness of airline companies in Mainland China. The author selected the three major China's airlines as research samples. The author interviewed one senior executive of each sampled airline company and collected first-hand information. The author analyzed all collected data by way of descriptive analysis. The author found that marketing strategy affects enterprise competitiveness by how an airline meets the demand of its customers and its employees. This research provides an initial theoretical basis for airlines of Mainland China on improving its competitiveness by using marketing strategy.

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