新航展望-市場(chǎng)營(yíng)銷原理

1、市市場(chǎng)營(yíng)銷原理場(chǎng)營(yíng)銷原理 - - 課程作業(yè)課程作業(yè)期限：期限：7 7周周截止日期截止日期/ /時(shí)間時(shí)間：11 Sept 2015, 6 pm 11 Sept 2015, 6 pm 案例案例研研究究與與分析分析: : 新加坡航空集團(tuán) (SIA)新航新航展望展望- - Mar2015“新加坡空姐” 1972年公司成立時(shí)，新航就聘請(qǐng)了法國(guó)高級(jí)時(shí)裝設(shè)計(jì)師PierreBalmain為空中小姐設(shè)計(jì)了一款獨(dú)特的馬來沙籠可芭雅服裝(注：馬來沙籠可芭雅服裝是南洋特色的本土服裝)作為空姐制服，這款服裝后來也成為新航最著名的公司標(biāo)志，也是新航品牌體驗(yàn)中一次獨(dú)特的視覺體驗(yàn)。 “新加坡空姐”策略是個(gè)非常聰明的想法，近乎

2、神話光環(huán)圍繞著的她已經(jīng)成為新航一個(gè)非常成功的品牌象征?！靶录悠驴战恪贝韥喼迌r(jià)值觀和盛情，她是親切的、熱情的、溫和的以及優(yōu)雅的。她是新航服務(wù)承諾及優(yōu)異質(zhì)量的完美的人性化表現(xiàn)。“新加坡空姐”的形象非常成功，以至于1994年作為第一個(gè)商業(yè)人物陳列在倫敦的杜莎夫人蠟像館。 Source: Centre for Asia Pacific Aviation and InnovataSIA, the worlds second biggest carrier by market capitalisation, recorded a 1.0% year-on-year decline in systemwi

3、de passenger carriage (RPKs) in Feb-2011, while capacity (measured in ASKs) grew by 5.4%. As a result, passenger load factor (PLF) declined by 4.8 percentage points to 75.1%.SingaporeAirlinesinternationalcapacitybyregion(14-Mar-2011to20-Mar-2011)Source: OAC Online-22.9.2008RankAirlineRegionMarketCap

4、italisation(USD,bill)1AirChinaAsiaPacific18.992SingaporeAirlinesAsiaPacific12.703ChinaSouthernAsiaPacific10.544ChinaEasternAsiaPacific9.205LufthansaEurope9.166LAN AirlinesLatin America9.127Cathay PacificAsia Pacific9.098All Nippon AirwaysAsia Pacific8.809Southwest AirlinesNorth America8.6510Delta Ai

5、r LinesNorth America8.4711United ContinentalNorth America7.4012RyanairEurope6.9913IAG (BA-Iberia)Europe6.8514Qantas AirwaysAsia Pacific5.3415Hainan AirlinesAsia Pacific5.0316Air France-KLMEurope4.8717Korean Air LinesAsia Pacific3.9218GOLLatin America3.4719TAMLatin America3.3420AeroflotEurope2.92Top2

6、0carriersbymarketcapitalisation(USD,bill):03-Mar-2011Source: Centre for Asia Pacific Aviation & BloombergInternational AirportsAt perennial winner Changi Airport, in Singapore, the new Terminal 3 opened earlier this year; it handles more than 900 scheduled flights weekly. (8.Sep 2008 Business Aw

7、ard)CountryCountry國(guó)家DestinationDestination目的地weeklyweeklyone-way one-way 勝安航空每周單向座椅capacity capacity shareshare勝安航空容量份額Competitors and competitor capacity shares競(jìng)爭(zhēng)對(duì)手和競(jìng)爭(zhēng)能力的市場(chǎng)份額CambodiaPhnom Penh 1740 76%Jetstar (24%)* CambodiaSiem Reap 845 61% Jetstar (39%)IndonesiaBalikipapan 845 69%Garuda (31%) Ind

8、onesia Bandung 840 15%AirAsia (46%), Lion (23%), Batavia (16%)Indonesia Lombok 360 100%N/A Indonesia Manado 505 100% N/A Indonesia Medan2150 48%Tiger (28%), Jetstar (24%) IndonesiaPalembang 410 100%N/A Indonesia Pekanbaru 678 100%N/A IndonesiaSolo 360 100%N/A IndonesiaSurabya198030%China Airlines (3

9、2%), Lion (22%), Jetstar (16%) Malaysia Kota Kinabalu 915 42% AirAsia (58%)Malaysia Kuala Lumpur 5960 14%AirAsia (36%), MAS (17%), Tiger (13%), SIA (11%), Jetstar (9%)Malaysia Kuching 360 7%AirAsia (47%), Tiger (30%), MAS (16%)Malaysia Langkawi 530 30%AirAsia (70%) Malaysia Penang 3835 36% AirAsia (

10、35%), Jetstsar (15%), Tiger (14%)Myanmar Yangon229543%Myanmar Airways (44%), Jetstar (13%)PhilippinesCebu 555 30% Cebu Pacific (41%), Tiger (29%)PhilippinesDavao 435 100%N/A Thailand Chang Mai 435 100%N/A Thailand Koh Samui 830 48% Bangkok Airways (52%) Thailand Phuket 3885 38%Tiger (25%), Jetstar A

11、sia (25%), Thai AirAsia (12%)VietnamDanang 290100%N/A Vietnam Hanoi 360 6%SIA (35%), Vietnam Airlines (33%), Tiger (16%), Jetstar (10%)SilkAirsSilkAirs Southeast Asian destinations and capacity share by route: 06-Aug-2012 to 12-Aug-2012 Southeast Asian destinations and capacity share by route: 06-Au

12、g-2012 to 12-Aug-2012CountryCountry國(guó)家Destination目的地w安航空每周單向座椅勝安航空容量份額Competitors and competitor capacity shares競(jìng)爭(zhēng)對(duì)手和競(jìng)爭(zhēng)能力的市場(chǎng)份額CambodiaPhnom Penh 1740 76%Jetstar (24%)* CambodiaSiem Reap 845 61% Jetstar (39%)IndonesiaBalikipapan 845 69%Garuda (31%) Indonesia Bandung 840 15%AirAsia (46%), Lion (23%), B

13、atavia (16%)Indonesia Lombok 360 100%N/A Indonesia Manado 505 100% N/A Indonesia Medan2150 48%Tiger (28%), Jetstar (24%) IndonesiaPalembang 410 100%N/A Indonesia Pekanbaru 678 100%N/A IndonesiaSolo 360 100%N/A IndonesiaSurabya198030%China Airlines (32%), Lion (22%), Jetstar (16%) Malaysia KotaKinaba

14、lu 915 42% AirAsia (58%)Malaysia Kuala Lumpur 5960 14%AirAsia (36%), MAS (17%), Tiger (13%), SIA (11%), Jetstar (9%)Malaysia Kuching 360 7%AirAsia (47%), Tiger (30%), MAS (16%)Malaysia Langkawi 530 30%AirAsia (70%) Malaysia Penang 3835 36% AirAsia (35%), Jetstsar (15%), Tiger (14%)Myanmar Yangon2295

15、43% Myanmar Airways (44%), Jetstar (13%)PhilippinesCebu 555 30% Cebu Pacific (41%), Tiger (29%)PhilippinesDavao 435 100% N/A Thailand Chang Mai 435 100%N/A Thailand Koh Samui 830 48% Bangkok Airways (52%) Thailand Phuket 3885 38%Tiger (25%), Jetstar Asia (25%), Thai AirAsia (12%)VietnamDanang 290100%N/A Vietnam Hanoi 360 6% SIA(35%), VietnamAirlines (33%), Tiger (16%), Jetstar (10%)SilkAirsSilkAirs Southeast Asian destinations and capacity share by route: 06-Aug-2012 to 12-Aug- Sout