新航展望-市场营销原理

1、市市场营销原理场营销原理 - - 课程作业课程作业期限：期限：7 7周周截止日期截止日期/ /时间时间：11 Sept 2015, 6 pm 11 Sept 2015, 6 pm 案例案例研研究究与与分析分析: : 新加坡航空集团 (SIA)新航新航展望展望- - Mar2015“新加坡空姐” 1972年公司成立时，新航就聘请了法国高级时装设计师PierreBalmain为空中小姐设计了一款独特的马来沙笼可芭雅服装(注：马来沙笼可芭雅服装是南洋特色的本土服装)作为空姐制服，这款服装后来也成为新航最著名的公司标志，也是新航品牌体验中一次独特的视觉体验。 “新加坡空姐”策略是个非常聪明的想法，近乎

2、神话光环围绕着的她已经成为新航一个非常成功的品牌象征。“新加坡空姐”代表亚洲价值观和盛情，她是亲切的、热情的、温和的以及优雅的。她是新航服务承诺及优异质量的完美的人性化表现。“新加坡空姐”的形象非常成功，以至于1994年作为第一个商业人物陈列在伦敦的杜莎夫人蜡像馆。 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国家DestinationDestination目的地weeklyweeklyone-way one-way 胜安航空每周单向座椅capacity capacity shareshare胜安航空容量份额Competitors and competitor capacity shares竞争对手和竞争能力的市场份额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国家Destination目的地w安航空每周单向座椅胜安航空容量份额Competitors and competitor capacity shares竞争对手和竞争能力的市场份额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