基于长尾理论的航空客运电子商务市场研究.pdf

南京航空航天大学
硕士学位论文
基于长尾理论的航空客运电子商务市场研究
姓名:赵中华
申请学位级别:硕士
专业:交通运输规划与管理
指导教师:许俐
2011-03
南京航空航天大学硕士学位论文
摘要
目前我国各航空公司已经开始不同程度的网络营销活动,但效果一直不是很理想,随着网
民规模的不断扩大,航空公司的网络营销并没有跟上互联网发展的节奏,依然是以分销作为主
要营销方式,虽然航空公司都有了自己的门户网站,但并没有把大部分客源成功的引导到公司
的网站上来,在大部分时间里,航空公司的网站似乎形同虚设。相对来说,国内各大旅行网站
已日渐发展成熟,占有了大部分网络客源,这说明其中存在着营销思路的差距,航空公司的营
销思路和方式,显然并不能满足顾客的需求,可见网络市场的研究是非常必要的。
本文基于长尾理论对航空公司网络市场进行细分,再通过航空公司网站与其他旅行网站的
对比评价找到航空公司网站存在的不足,综合提出航空公司网站设计思路和相关技术支持等一
整套网站建设方案。此方案可以为现代航空公司网站建设和修改提供参考,希望可以在航空公
司网络营销进一步发展方面做出贡献。


关键词:长尾理论;网络营销;网络市场细分

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基于长尾理论的航空客运电子商务市场研究
ABSTRACT
At present our country airlines have begun to different degrees work marketing activities, but
the effect has been is not very ideal, with online and expansion of the size of the crowd, the airline
network marketing does not keep pace with The Times keep pace with the development of the
on consignment rhythm, still as the main marketing methods, although airlines have their own web
portal, but didn't take the most tourists to essfully lead to pany's web site, in most of the
time, the airline website seems non-existing, cannot meet the requirements of our customers.
Relatively speaking, the major domestic travel web site have e increasingly development
mature, occupied most of work traffic, this explains which exist marketing mentality gap, the
airline marketing mentality and methods, apparently doesn't meet the demand of customers, visible
network market research is essential.
Based on the Long-Tail market segment of works, and through airline websites and
other parison site evaluation of the ings of the airline website to find
comprehensive design ideas proposed by the airline website and related technical support and a
complete set of website construction program. This program can build and modify modern airlines
provide a reference site, hoping to further development work marketing in the airline and make
contributions.

Keywords: Long-Tail theory, netwo