电商时代民航客运营销策略研究

北京理工大学珠海学院2020届本科生毕业论文Research on Civil Aviation Passenger Marketing in the Era ofE-commerceABSTRACTE-commerce is a growing industry,in such an optimistic e-commerce environment,the civilaviation industry presents a broad prospect of e-commerce development.With the increasinglyfierce competition in the civil aviation market,the development of e-commerce is becomingmore and more important in the field of civil aviation.On the one hand,its application not onlysimplifies other intermediate links in the sales process of the product,thus significantly reducingthe marketing cost;On the other hand,it complies with the market demand of informationsociety and brings convenient services to passengers.This paper firstly expounds the current situation of the development of civil aviationpassenger transport,and then introduces the general situation of the development of e-commercein the field of civil aviation,including the problems existing in the development of e-commercedirect selling by airlines.After that,the paper focused on the cases of domestic passengers whohad purchased tickets after the outbreak of the new epidemic,which resulted in the contradictionof refund fees due to the policy,and made an analysis on the cases of complaints against airlines,which led to the enlightenment that airlines should put people first and improve the servicequality.At last,the author puts forward the countermeasures to promote the development of theservice marketing of the air passenger transport market under the background of the era ofe-commerce,so as to improve the market competitiveness of airlines,better meet the demand ofthe air passenger transport market in China,and promote the development of air passengertransport.Keywords:E-commerce The civil aviation passenger transport Service marketingII