河北航空客运市场运营环境与营销策略优化研究  

Research on the Operating Environment and Marketing Strategy Optimization of Passenger Transportation Market of Hebei Airlines

作　　者：杨光[1] 张盼[1] 刘美思 沈和江[1] 

机构地区：[1]河北师范大学家政学院,河北 石家庄

出　　处：《现代市场营销》2024年第4期122-129,共8页Modern Marketing

摘　　要：疫情解封后,随着经济的持续恢复,民航运输业快速发展,但市场竞争加剧,加之疫情带来的多重影响,航空运营面临前所未有的挑战。对此,本文以4Ps营销理论为基础,以河北航空客运市场营销为对象,系统分析了河北航空客运市场的运营环境,全面审视了其产品、价格、渠道、促销等策略,揭示其营销策略的短板,进而围绕航空产品优化、完善定价机制、优化销售渠道及创新促销方法等方面,提出河北航空客运市场营销的优化策略,为河北航空在复杂的市场环境中稳健发展提供有效借鉴,并为同类型航空公司提高市场竞争力提供参考。After the unsealing of the epidemic, with the continuous recovery of the economy, the civil aviation transportation industry has been developing rapidly, but with the intensified competition in the market, coupled with the multiple impacts brought about by the epidemic, the aviation operation is facing unprecedented challenges. In this regard, based on the 4Ps marketing theory and taking passenger transportation marketing of Hebei Airlines as the object, this paper systematically analyzes the operating environment of passenger transportation marketing of Hebei Airlines, comprehensively reviews its products, prices, channels, promotions and other strategies, reveals the shortcomings of its marketing strategy, and then puts forward the optimization strategy of passenger transportation marketing of Hebei Airlines around the optimization of airline products, perfecting the pricing mechanism, optimizing the sales channels and innovating the promotional methods. In this way, it provides an effective reference for Hebei Airlines to develop soundly in the complex market environment and provides a reference for the same type of airlines to improve their market competitiveness.

关 键 词：河北航空 运营环境 营销策略优化 4Ps理论 

分 类 号：F56[经济管理—产业经济]