摘要民航企业常规服务日趋同质化，要在巨大的压力之下获得更多的竞争力首先要了解客户需求，分析其购票行为的影响因素，据此采取有效的管理对策，才能提升客户满意度和忠诚度，提高企业收益水平。本文应用KANO分析技术对影响商务型乘客和休闲型乘客的16种因素（包含价格、时间便利性、客舱服务、机场服务、免费送票及问询、常旅客计划、飞机型号、航空公司品牌、基地航空公司、限制性条件、本人经验、他人经验、产品对比信息、语义描述、公平度感知、机票未来可获得性等）进行分析，排序和筛选，剔除了基地航空公司、语义描述、常旅客计划、限制性条件、他人经验这几项无差异属性，对剩余的要素进行了特征分类分析和比较研究，进一步得出了对民航企业管理的启示。66354

毕业论文关键词  民用航空  购票行为  影响因素  KANO模型

毕 业 论 文 外 文 摘 要

 Title  KANO analysis on influencing factors of airlines  passengers’ purchasing behavior                                             

Abstract

As the regular services provided by civil aviation enterprise are becoming more and more homogenized, under such high pressure, in order to gain stronger competitiveness, the only way is to firstly know about the needs of the customers, then analyze the factors which influence their purchase behavior, so as to take effective management measures and enhance the satisfaction and loyalty of the customers. This thesis uses KANO analysis technology to analyze, rank, and screen the 16 factors which influence the passengers taking flight for business or entertainment (including price, time convenience, passenger cabin service, airport service, free delivery and consultation, frequent flyer program, airplane model, brand of the airlines, airline base, restrictive condition, personal experience, others’ experience, product information comparison, semantic description, fairness perception and accessible rate of the future air tickets), and then it leaves out airline base, semantic description, FFP, restrictive condition and others’ experience these 5 undifferentiated qualities. Based on that, this thesis takes a features classification analysis of the left factors, as well as a comparison study, thus figuring out a further instruction toward the civil aviation enterprise management. 

Keywords  Civil aviation    Passenger ticket Influencing factors    KANO model 

  目   次

1  引言  1

1.1  研究的背景  1

1.2  研究的目的和意义  2

1.3  文献综述  3

2  民航乘客购票行为的影响因素分析  4

2.1乘客分类  4

2.2  乘客购票行为的影响因素  5

2.3  乘客购票行为影响因素的初步框架  6

3  基于KANO模型的问卷分析  9

3.1  研究工具  6

3.2  问卷分析  9

3.3  KANO二维品质分析  11

3.4  两种乘客的异同比较  15

4  管理启示  16

结论  21

致谢  22

参考文献  23

1  引言

民航运输具有速度快、安全、舒适、便利的优点。国内经济快速增长，居民可支配收入增加，人们更加注重生活质量的改善，用于交通旅行的消费比例也逐年提高[1]。随着民航业的不断发展，航空公司常规服务项目日趋同质化，行业内部存在着巨大的竞争压力。如何在巨大的压力之下获得更多的竞争力区分和识别客户的需求以及影响他们购票的影响因素，提高顾客满意度，增强企业竞争能力，是一个非常有意义的研究课题。