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在服务竞争的形势下,国航的企业文化形成了以满足客户需求为导向的服务战略观,其战略目标是“竞争实力世界前列、发展能力持续增强、客户体验美好独特、相关利益稳步提升”。营业部作为航空公司营销的基层单位,其营销活动也要遵照公司服务战略的观点,运用服务营销的理念,制定切实可行的营销策略,才能适应服务经济下的服务竞争形势。
In the service competition situation, Air China’s corporate culture has formed a service strategy that is oriented to meet customer needs. Its strategic objective is “the forefront of competitiveness in the world, continuous enhancement of development capability, unique and beautiful customer experience, steady improvement of related interests ”. As a grass-roots unit of airline marketing, a marketing department should follow the company’s service strategy and make use of the idea of service marketing to formulate a feasible marketing strategy so as to be able to adapt to the situation of service competition under service economy.