摘    要

隨著國務(wù)院提出的大力發(fā)展中原經(jīng)濟(jì)區(qū)戰(zhàn)略的實(shí)施，越來越多的商人涌入到了鄭州，帶動了鄭州市經(jīng)濟(jì)的發(fā)展，人們的生活水平也越來越高，間接地帶動了鄭州市機(jī)票行業(yè)的發(fā)展。機(jī)票行業(yè)發(fā)展前景一片光明，但競爭也是異常的激烈。攜程網(wǎng)，去哪兒網(wǎng)，中國移動12580,鄭州最惠航空票務(wù)公司，鄭州燦爛陽光航空票務(wù)公司，鄭州亞星航空票務(wù)公司等等大的機(jī)票代理商在鄭州市市場展開了激烈的競爭，各個代理商都進(jìn)行各種各樣的促銷活動，鄭州市一大半的戶外廣告，室內(nèi)廣告都是賣機(jī)票的。鄭州燦爛陽光航空票務(wù)公司作為鄭州市本土的品牌，有十年的經(jīng)營歷史，會員客戶有20多萬，年利潤達(dá)1000多萬。但面臨著如此激烈的競爭，鄭州燦爛陽光航空票務(wù)公司的會員客戶增長速度較慢。為了應(yīng)對如此激烈的競爭，鄭州燦爛陽光航空票務(wù)公司不得不改變以往的促銷方式，來適應(yīng)新環(huán)境下的競爭。只有制定具有競爭力的促銷策略才能使鄭州燦爛陽光航空售票處在維護(hù)老客戶的同時，贏得更多的新客戶，鞏固市場老大的地位。

關(guān)鍵詞：鄭州燦爛陽光航空票務(wù)公司,競爭,促銷,客戶

  Analysis of eight sixes ticketing sales promotion 

                                                           Abstract

As the State Council has made great efforts to develop the area of Central Plains economy strategy carry out, more and more businessmen flocked to Zhengzhou, to drive the development of Zhengzhou's economy, people's living standard is higher and higher also, indirectly led Zhengzhou city industry development. Air industry a bright prospect, but the competition is also fierce abnormality. The net that ctrip,China Mobile12580,eight fives air outlets,eight sixes air outlets, Zhengzhou Asia Airlines ticket office and so on big ticket agent in Zhengzhou city market fierce competition, the agency for various promotions, most of Zhengzhou city outdoor advertising, indoor advertising is to sell tickets. In eight sixes air outlets of Zhengzhou city as a local brand, has ten years of operating history, member about 200000, nevertheless, facing such fierce competition, the eight sixes air outlets member customer gradually reduce. In order to cope with the fierce competition, the eight sixes air outlets had to change the previous promotions, to adapt to the new environment of competition. Only good competitive marketing strategies to make eight sixes air outlets in the maintenance of existing customers at the same time, to win more new customers.

Key words: Eight sixes air outlets, Competition, Promotion, Customer

目       錄

一、緒論 1

（一）課題背景和目的 1

（二）國內(nèi)外研究狀況 1

（三）課題研究方法及內(nèi)容 2

（四）論文構(gòu)成及內(nèi)容 3

二、鄭州燦爛陽光航空票務(wù)公司的促銷現(xiàn)狀 4

（一）市場宣傳人員宣傳效率較低 4

（二）廣告宣傳缺乏明確的主題 5

（三）網(wǎng)站建設(shè)不足，訪問量較低 6

（四）老客戶流失嚴(yán)重，新客戶開發(fā)困難 7

三、鄭州燦爛陽光航空票務(wù)公司促銷現(xiàn)狀的原因分析 8

（一）企業(yè)管理有漏同，員工責(zé)任感不強(qiáng) 8

（二）頭腦風(fēng)暴現(xiàn)象嚴(yán)重，缺乏對市場的分析 9

（三）對公司網(wǎng)站不重視 9

（四）品牌定位不清，建設(shè)不足 10

四、制定鄭州燦爛陽光航空票務(wù)新促銷策略的對策 11

（一）加強(qiáng)企業(yè)品牌的建設(shè) 11

（二）加大宣傳力度，實(shí)行點(diǎn)面結(jié)合 12

（三）豐富網(wǎng)站內(nèi)容，加大網(wǎng)站推廣力度 12

（四）進(jìn)行多種營銷活動，刺激顧客消費(fèi) 13

（五）建立合理的考核制度,提高員工工作效率 15

結(jié)論 16

致謝 17

參考文獻(xiàn) 18