항공서비스 마케팅전략에 관한 연구 = A Study on Marketing Strategy of The Airline Service

다국어 초록 (Multilingual Abstract)

Services are those separatedly identifiable, essentially intangible activities that provide want satisfaction, and that are not necessarily tied to the sales of a product or another services. Airline marketing is the activities that the airline identifies the needs and wants of the passengers and the shippers and helps the management be adaptive the continuously changing needs and wants of the passengers and shippers as the surviving ways in the competitive environments.
Airline marketing system consists of airline, competitors, marketing intermediaries, markets, the environment surrounding them, and the marketing mis-product, price, place, promotion- that is used as the decision variables marketing activities. In case of K Airlines, the competitive environments of the international air market around Seoul was very favorable for them to keep superiority, for only a few foreign airlines participated in the competition since the private operation.
Marketing strategy, as a total name of the marketing activities to adopt properly to the changing environment surrounding the business, is a policy to achieve the marketing goal, Strategic marketing process has the steps of market of opportunity analysis, target market selection, competitive positioning strategy, marketing system development, marketing planning, implementation any control. The narrow meaning of the product of the air industry could be defined as a seat departure between two airports on a given day at a given time.
The distribution channels of air services is restricted in its scope, for the physical distribution, the transfer of the title are restricted differently from the case of the product. Therefore, to promote the distribution of these services, it is required to have a broadened definition of the distribution channels. The marketing channels of an airline are the direct marketing channels through the branch network, and the indirect marketing channels through the agents and interline sales. In these channels the reservation has an import role to make the time separation oft the sales and the production.
The appeal points of the advertisements are the operation schedules and the airline's image. Computerization speeded the processing of information and greatly increased capacity for data storage. In order to provide the agent with the comprehensive booking service he needed, the host airline collected information about availability form other airlines and from car rental, hotel and other businesses, and in turn communicated with them when a reservation had been made. An airline marketing mix strategy of K airlines as an example is shown. This procure a transitional point K airline to take off from a regional carrier to an international trunk-line carrier.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 마케팅 믹스에 관한 이론적 고찰
• Ⅲ. 마케팅 전략에 관한 이론적 고찰
• Ⅳ. 항공서비스마케팅전략의 사례연구
• Ⅴ. 결론
• <참고문헌>
• <ABSTRACT>