Research on the Brand Building of Airways in China ——Brand Building of Pengda Airlines as an Example

Abstract

面对经济全球化的浪潮，天空开放已经成为世界航空业的必然趋势，市场、资本、政策的壁垒正在逐步被打破，这既是机遇也是挑战。中国民航经过近年来规模的快速增长，已经奠定了世界民航大国的地位，与此同时，由于市场化程度低、产品同质化，民族航空业的国际竞争力仍有待大力提升。 纵观世界民航发展史，不论是新航、英航等行业常青树，还是捷蓝、维珍等行业新星，无不是以自身独特的价值屹立于世界航空之林，受到消费者的青睐和追捧，而这一独特价值的集中表现就是——品牌，品牌是一个企业基业常青的载体和象征。 本文结合先进的品牌理念和科学的管理工具，剖析民航行业发展态势和航空公司经营特征，以鹏达航空公司的品牌建设为例，从鹏航...In the face of economic globalization, the sky opening up, has become an inevitable trend in the global aviation industry, market, capital and policy barriers are gradually being broken, which is both an opportunity and a challenge. The scale of China's civil aviation through the rapid growth in recent years has laid the world's great power status of civil aviation, while the low level of the mark...学位：文学硕士院系专业：新闻传播学院新闻学系_新闻学学号：1052008115316