浅析国内外低成本航空公司的营销战略及发展前景_英语论文 

A Brief Analysis of the Marketing Strategies and Prospects of Domestic and International Low-cost Airlines 

摘要

随着时代的发展和技术的进步，飞机已成为普通百姓都可接触到的交通工具。航空的普及催生了一种新型航空营销模式——低成本航空。它凭借低廉的价格占据市场，并在全世界范围内推广。本文以美国西南航空和春秋航空为案例，通过对比研究，从目标市场战略、成本领先战略和差异化战略三方面分析了国内外低成本航空成功运营的原因，并且着重从两家航空公司削减成本、注重特色服务和企业文化角度探讨了其对中国低成本航空公司的借鉴意义。鉴于其快速发展，本文对这种新型航空营销模式下在未来出现战略联盟的发展前景做出了前瞻性预测。

关键词：低成本航空  战略  春秋航空  西南航空  前景

Abstract

With the development of times and the advancement of technologies, airplane has become a common vehicle which is accessible to ordinary people. As airlines are becoming more and more popular, a new marketing mode — the low-cost airline emerges. By virtue of low prices, low-cost airlines gradually have a weight in the aviation market, and then are introduced to the whole world. Based on the case study of Southwest Airlines and Spring Airlines, this paper analyzes, through comparative research, the reasons for the success of domestic and foreign airlines from the aspect of target market strategy, cost leadership strategy and differentiation strategy, and further explores their referential values for Chinese low-cost airlines from the perspective of cost reduction, special service and corporation culture. In view of its rapid development, this paper also makes a prospective prediction of the emergence of strategic alliance in the future under this new airlines marketing mode.

Key words: low-cost airlines   strategies   Spring Airlines   Southwest Airlines  prospects

Contents

Chinese Abstract 1

English Abstract 2

Chapter 1 Introduction 3

Chapter 2 Low-cost Airlines Marketing Strategies 4

2.1 Definition of Low-cost Airlines 4

2.2 Industry Background 4

2.3 Marketing Strategies 5

2.3.1 Target Market Strategy 5

2.3.2 Cost Leadership Strategy 6

2.3.3 Differentiation Strategy 7

Chapter 3 The Development of Spring Airlines 9

    3.1 Analysis of Cost Leadership Strategy 9

    3.2 Analysis of Differentiation Strategy 10

Chapter 4 The Development of Southwest Airlines 12

4.1 Analysis of Target Market Strategy 12

4.2 Analysis of Differentiated Service 12

Chapter 5 Comparisons between Domestic and Foreign Airlines 15

5.1 Similarities 15

5.2 Differences 15

    5.3 Learning from Foreign Low-cost Airlines 17

Chapter 6 Prospects 19

6.1 International Flights 19

6.2 Strategic Alliances 19

6.2.1 Alliance with Other Aviation Companies 20

6.2.2 Alliance with Airports 20

Chapter 7 Conclusion 21

Acknowledgments 22

References 23