机场对民航运输系统的重要性不言而喻，既是起点，也是行程的终点，机场决定了民航系统能否顺利运转，无论是在重大活动中功能性运输，还是在突发事件中紧急性运输，机场都扮演着不可或缺的角色。同时，对于一个城市或地区而言，机场意味着面向外界的门户和连接空间的桥梁，能够显著增强城市和地区的竞争力，有助于经济的发展和扩大对外开放。当前，交通运输行业发展迅速，机场除了面对来自行业内部的挑战以外，还要面临高铁、高速公路、轮船等多方位的竞争者。在此背景下，机场要想扩大市场份额，占据有利竞争位置，就要寻求新的营销方式和营销策略，以开放的姿态应对市场化竞争。
本文的研究对象是温州龙湾国际机场（以下简称温州机场），该机场位于浙江省温州市，机场飞行区等级为4D,消防保障等级为8级,拥有一条长3200米、宽45米跑道(含道肩60米),一条3200米平行滑行道，对浙江省甚至是浙江周边多个省市的运输业、物流业、旅游业的发展有着重要的意义。笔者在已有专家学者研究的基础上，结合自身理论经验和工作实践，以温州机场作为本文的研究对象，对该机场的市场营销策略进行深入分析和研究，首先从该机场所处的宏观环境、行业环境以及内部环境的角度进行概括性介绍，再使用PEST分析法、波特五力模型、SWOT分析法等工具对温州机场的环境进行分析和评价，最后在温州机场现状、环境评价结果的基础上选择适合温州机场发展的营销策略方向，并制定了以营销有形展示、营销服务过程、顾客服务、产品、价格、渠道策略、促销等七个方面策略。希望本篇文章能够起到抛砖引玉的效果，为增强温州机场市场竞争水平略尽绵薄之力。
关键词： 温州机场,市场竞争,营销策略
The importance of airport to the civil aviation transportation system is self-evident, as it is both the starting point and the end point of the journey. The airport determines the smooth operation of the civil aviation system and plays an indispensable role in both functional transportation in major activities and emergency transportation in emergencies. At the same time, for a city or region, airport means a gateway facing the outside world and a bridge connecting the space, which can significantly enhance the competitiveness of the city and region, and contribute to economic development and the expansion of opening up. At present, with the rapid development of the transportation industry, the airport is not only facing challenges from the industry, but also facing multi-directional competitors such as high-speed rail, expressway and ship. In this context, if the airport wants to expand its market share and occupy a favorable competitive position, it must seek new marketing methods and marketing strategies to cope with the market competition with an open attitude.
The research object of this article is wenzhou longwan international airport (hereinafter referred to as the wenzhou airport), the airport is located in wenzhou city, zhejiang province, the airport airfield rating for the 4 d, fire security level for 8, has a long 3200 meters, 45 meters wide runway (including road shoulder 60 meters), a parallel taxiway, 3200 meters of zhejiang province and even multiple neighboring cities of zhejiang transportation, logistics, tourism development has important significance. The author on the basis of the existing experts and scholars study, combined with their own experience in theory and practice, as the research object of this article to wenzhou airport, the airport marketing strategy in-depth analysis and research, first of all, on the base of the machine places in the perspective of macro environment, industry environment and internal environment and general introduction, using PEST analysis, porter five model and SWOT analysis tools such as environmental analysis and evaluation to the wenzhou airport, the evaluation result is in the present situation of wenzhou airport, on the basis of the choice is suitable for the development of the wenzhou airport marketing strategy direction, And formulated the marketing tangible display, marketing service process, customer service, product, price, channel strategy, promotion and other seven aspects of strategy. It is hoped that this article can play the effect of attracting jade, to enhance the market competition level of Wenzhou airport to make a modest contribution.
Key words: Wenzhou Airport, marketing competition, marketing strategy
目 录
摘 要
ABSTRACT
1绪论
1.1 选题背景及意义
1.1.1 选题的背景
1.1.2 选题的意义
1.2 国内外文献综述
1.2.1国内文献综述
1.2.2国外文献综述
1.3 研究方法和主要内容
1.3.1 研究方法
1.3.2 研究内容
后面省略
