《国际市场营销案例分析.》.ppt

《国际市场营销案例分析.》.pptMarketing Cases Analisis PPT by Group 14 刘娜杨蕾张晓娟余苏林 Marketing Case 1999 年3月9日,海南航空股份有限公司从广州飞往成都的一个航班, 148 个座位中,只有一名乘客, 远远不够运输成本。但飞机还是照常起飞了。而且, 航行途中照常举行乘客抽奖活动,这位唯一的乘客以 100% 的中奖率,获得一张免费机票,等于不花钱享受到了乘坐专机的待遇。这件事引起了人们的争论。当地报纸上出现了几种不同的声音。海南航空公司自办的一张报纸发表了评论员文章,说: “海航从来都不是按常规发展起来的。”“为了整体利益和长远利益而牺牲局部利益时值得的。一名乘客的航班,照飞。” Questions Question1 Suppose you were the passenger,what would be your demand? Question2 Are pany's actions right? Why? Question3 What's ments on the event? Question4 What can we learn from this case from the marketing's point of view? Question1 Arriving at the destination safe ly , no delay to my work and life, because I bought a ticket, then this is their duty . And I should enjoy all the treatments and serv ices that any ordinary passengers could enjoy as usual. BACK Question2 First , a ticket, make passengers and airlines a contractual relationship. Passengers bought the ticket, the flight must fly. Otherwise it will damage the company's reputation. Second , the plane is not a one-way flight but both directions. If the plane don ’ t fly, it may cause delay and cancellation of the flight. Because there may be many people in the destination airport waiting for the plane. Third , “ one passenger ’ s flight" happens occasionally, on the other hand ,it could be a low-cost advertisement and make pany's great image known to all the public. In o