Aviation Services Marketing

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Aviation Services Marketing Business claims

"Aviation Service Marketing", is the Wuhan University of Technology Press in August 1, 2010 published books.

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Basic Information / Aviation Services Marketing Editors

Publishing House: Wuhan University of Technology First Edition (August 1, 2010) Series Title: Ordinary College Aviation Economics and Management Series

306 ISBN: 9787562931317, 7562931313 Product Code: 9787562931317 Product Size: 25.8 x 18.4 x 1.6 cm Product weight: 581 g ASIN: B00480HGN2 This product was added to our catalog on Thursday 06 January,

Introduction / Aviation Services Marketing Editor

Based on the characteristics of aviation service marketing, this paper systematically introduces the consumer behavior, customer demand management and marketing theory of aviation service in the field of aviation service marketing by combining the actual cases of international and domestic airline marketing. This paper analyzes the key issues of aviation service marketing strategy and service market segmentation, and analyzes the development and delivery process of aviation service. The basic theory of aviation service marketing is expounded from the aspects of pricing strategy, communication and promotion strategy, staff strategy, process strategy and demonstration strategy, quality measurement and control of aviation service marketing. And the typical cases of aviation service marketing are used to corroborate the related theories. To deepen the readers understanding of aviation service marketing theory. Hope that the "aviation services marketing" to the aviation service managers and colleges and universities related professional students and teachers to provide useful help and guidance.

table of Contents

Chapter 1 Service Marketing Principles Overview Learning objectives and requirements cited Citibank: the originator of service marketing Section of the meaning of service marketing and content Section II service marketing concept Section III of the service market environment analysis Section IV of consumer behavior Five Service Demand Management Section VI Market Segmentation and Service Orientation Section VII Service Marketing 7P Strategy Section VIII Organization and Implementation of Service Marketing Chapter Summary English and Chinese comparison of professional terms Review questions Case study Hilton Hotel's internal marketing t Chapter II The characteristics of aviation service marketing learning objectives and requirements cited Eastern China: the service is not just a smile The first section of the understanding of aviation services Section II of the characteristics of the aviation service market The third section of passenger services in the needs of customers and air services system Section IV air cargo services Marketing characteristics of this chapter Summary Chinese and English comparison of professional terms to consider thinking about the case analysis of the aircraft to change a cargo aircraft more than the third chapter of consumer behavior in the aviation service learning objectives and requirements cited examples of services in this sublimation of the first section of aviation services consumption and Purchasing psychology Section II of the purchase and decision-making process Section III of the demand management Section IV of the purchase of the air cargo market behavior analysis Summary of the English and Chinese professional terms Review Questions Case Analysis Spring Airlines Chapter IV of the strategic orientation of market positioning and market The purpose and requirements of the study cited the example of "SriLankan Airlines" has become the first section of the aviation services market segmentation Section II of the aviation service market positioning Section III of the air cargo services market segmentation and positioning of this chapter Summary of English and Chinese professional terms review Questions Thinking Case Analysis American Southwest Airlines Chapter 5 Design and Management of Aviation Services Process Learning Objectives and Requirements Example British Airways Section I Development and Design of Aviation Service Products Section II Creation and Delivery Services Section III Air Service Brand Building Strategy Section IV Air Cargo Service Design and Development, Delivery and Delivery Chapter Summary English and Chinese Comparison of professional terms Review Questions Case Study New journey services landing Shenzhen Airlines Chapter VI of the aviation service pricing learning objectives and requirements cited Ryanair enterprise pricing strategy Section I pricing basis Section II Pricing Objective Section III Customer Demand-Oriented Pricing Section IV Pricing Strategies Section V Pricing of Air Cargo Services Chapter Summary English and Chinese Comparison of Professional Terms Review Questions Case Study Fuel Surcharge Pricing by Airline Chapter 7 Design Services Communication Portfolio Learning Objectives and Requirements Section I. Service Communication Section II Service Promotion Management Section III Aviation Service Promotion Portfolio Strategy Section IV Air Cargo Service Communication Strategy and Skills Chapter Summary English and Chinese control of professional terms review questions to consider Case Analysis Airline's Brand marketing Chapter VIII of the aviation service personnel management learning objectives and requirements of cited cases Southern Airlines Xinjiang flight attendants fluent in English, intimate service to win foreign guests certainly Section I air services marketing personnel Section II of the quality of air service personnel and recruitment Section III air services Personnel training and growth planning Section IV of the internal management of aviation service personnel Section V of the air cargo service personnel management Chapter summary of the English and Chinese professional terms review questions to consider Case study of air service new business card Chapter IX of the aviation service process learning objectives and requirements Introduction to the people-oriented construction of open space seamless service Section I air services operating procedures and systems Section II of the aviation service process management and control Section III of the productivity of air services Section IV of the process of air cargo services Chapter summary of the English and Chinese professional terms Review Questions Case Study Air China Platinum Card Passenger Flow Service Chapter 10 Tangible Visibility of Aviation Services Learning Objectives and Requirements Example Service Experience of Shenzhen Airlines Section I Types and Effects of Tangible Display of Air Services Section II Administration of Tangible Display of Aviation Services Section Three air service display and service environment The fourth section of the air cargo service display This chapter Summary Chinese and English control terms Review questions Case analysis Seamless service of Hainan Airlines to create brand new aviation Chapter XI of aviation service quality learning objectives and requirements cited British Airways : The customer complains the remedy The first section of aviation service quality overview The second section measures the aviation service quality The third section enhances the aviation service quality Fourth aviation service mistake and the remedy The fifth section air freight service quality management This chapter summary Chinese and English contrasts the specialized noun review Thinking Questions Case Study What should airlines pay attention to in the "outdated food" incident? Chapter 12 of the aviation service marketing management learning objectives and requirements cited examples of Eastern Airlines: integrated marketing management system Qiangke South China North China first section to determine the aviation enterprise marketing plan Section II of the design of effective customer service organization Section III coordination function of the conflict Four sections to build customer loyalty The fifth section of the aviation crisis management The sixth section of the air cargo service marketing management chapter Summary Review questions ... ... Chapter XIII international aviation services marketing Chapter 14 of the aviation service marketing development prospects References

Preface

The aviation industry is one of the industries with the highest added value in the manufacturing industry. It can effectively promote scientific and technological progress and industrial upgrading in the fields of metallurgy, chemical industry, materials, electronics, mechanical processing and transportation, etc., and has the ability to enhance the overall technological development level of the country. And the characteristics of production capacity. According to the statistics of the relevant departments of the United States, the aviation industry to invest 10,000 US dollars, 10 years after the aviation industry and its related industries can produce output value of 800,000 US According to the unit estimates, US civil aircraft sales increased by 1% GDP growth of 0.744%; Japan, according to its more than 500 technology cases associated with the survey, the aviation industry technology joint effect of up to 60%; 1979, the Japanese aviation technology derivative products sales, sales of these products are manufactured aviation products 15 times.

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