机场零售业的营销特征分析

机场零售业对机场总体营业额、航空运输业客户满意度有重大意义。与普通零售业不同,机场零售业的客户群按照其行为特征可以分为“情操享受型”、“随机发现型”和“应急需求型”。消费行为的主要诉求是集个性化、舒适性、便利性、尊重感和成就感于一体的。相应的营销组合是,满足客户需求创造客户价值、按创造的客户价值定价、建立多渠道交互性的有效沟通、为顾客提供便利服务,同时兼顾创造性的差异化供给,防止同业竞争者间产品与服务的雷同。

The Analyses of Marketing Characteristics of Airport Retailing

Airport retailing contributes much to the total airport revenue and also customer satisfaction.The customers of airport retailing can be segmented into three clusters by their behavioral characteristics,including"emotional-comfort type","random-discovery type",and "emergency-demand type".Their consumptive behaviors are ruled by the integration of particularism,comfort,convenience,respect and achievement.The corresponding marketing mix includes meeting customer demand,customer value,pricing based on customer value,efficient interactive communication,and convenient customer services.So airport retailers should be innovative to create differentiated products and services for their customers rather than over-compete with each other.