摘要

随着我国经济的飞速发展和民航体制改革的进一步深入，在市场竞争日趋激烈的环境中，如何应对快速发展的国内航空集团和国际上日趋庞大的航空联盟带来的竞争和威胁，并长期保持自身的竞争优势，这是作为国内最大航空企业之一的SX航空股份有限公司(以下简称“SX航空”)着重要考虑的。

SX航空作为国内最早的航空集团之一，在一系列的重组后，SX航空的机队规模也更庞大。在目前这种国内经济结构调整、国际经济格局动荡的环境中，三大航空集团正在整合资源，科学配置资源，充分利用资源，未来的竞争将是更大规模的、更具实力的集团作战。国内竞争将更加激励，这也直接冲击SX航空在国内的优势，加上国际航空联盟正在逐步吞噬着国际航空运输市场，在这种环境中，SX航空要做强则更是难上加难。

本文以SX航空为对象，对其票务市场现状进行了分析，总结SX航空票务营销策略存在问题，并结合市场环境分析，对SX航空票务营销策略提出了具体创新改进的建议。

关键字：SX航空票务营销

ABSTRACT

With the rapid development of economy and the further reform of aviation , it’s quite important to consider how to deal with the competition and threats and maintain a long-term competitive advantage from the rapid development of domestic and international aviation in an competitive environment. As one of the biggest domestic aviation enterprise, SX Airlines Co.Ltd should take all these in their consideration.

As one of the earliest domestic Aviation enterprise, the fleet of SX is larger than before after a series of restructuring. In current environment which is suffering the adjustment of domestic economy structure, three airline groups are consolidating and scientifically allocating resources in order to make full use of the resources. The future of the competition will be even larger and more powerful group operations will take part in it. The strong competition have a big impact on SX domestic advantages. In addition, the union of international Aviation occupies the market of international airlines. So it’s harder to strong its business for SX Aviation.

This thesis is focus on SX Aviation, through the analyzation of the status quo of ticket market and the problem in promotion strategy which combined with the market environment, some creative suggestions are given to SX Aviation company on promoting strategy.

Keywords: The fleet of SX; Ticket sales; The marketing strategy

摘要……………………………………………………. I

ABSTRACT…………………………………………………. II

一绪论………………………………………………….. 1

（一）研究意义………………………………………….. 1

（二）研究思路及主要内容…………………………………. 2

二 SX航空公司经营现状分析…………………………………… 3

（一）SX航空股份有限公司简介…………………………….. 3

（二）SX航空公司发展历程………………………………… 4

（三）SX航空公司票务营销现状…………………………….. 7

三 SX航票票务营销策略存在问题……………………………….. 9

（一）SX航空目前票务营销策略…………………………….. 9