I
CAC公司介入民航维修的市场营销策略研究
摘要
随着全球航空客运市场，尤其是中国市场经济的快速发展，民用航空维修市
场也出现了迅猛发展的势头。CAC公司在90年代初就已接触民航维修，起步早
但是因体制原因发展滞后，长期受计划经济的影响，在不完善的市场条件下形成
了规模小、效益差、市场份额小的竞争地位，随着国内民航维修企业的不断增多，
前景不容乐观，而且国外的OEM厂商也纷纷在国内建立合资或独资维修企业，
因此CAC公司面临着更为严峻的挑战，如何在快速发展而竞争又日趋激烈的环
境中发展壮大，本文就此进行探讨
本文从分析国内外民用航空维修市场的环境入手，分析了CAC公司介入民
航维修的内外部环境。明确了CAC公司所处的环境形势，结合SWOT分析，了
解CAC公司介入民航维修所处的优劣势以及面临的机会和挑战，制定了四种不
同的战略形式，并依据SWOT分析的结论制定了营销策略（4PS），通过营销策
略的实施积极进行营销创新，改变目前的不利局面，在激烈的竞争中站稳脚跟并
发展壮大
本文取得的主要研究成果是：
（1）从国内民航维修市场的现状出发，较为全面系统地分析了CAC公司介
入民航维修的外部宏观环境和自身的优势劣势，进行了SWOT策略设计，并据
此提出了CAC公司的战略目标
（2）立足CAC公司的实际状况，制定了介入民航维修的4PS营销策略
（3）针对CAC公司的现行管理体制机制，针对营销策略的实施与控制，对
效果评估和持续改进提出了解决办法，强化了监控保障措施
关键词：CAC公司民航维修 SWOT分析营销策略实施与控制
II
Marketing Strategy Research of The CAC Company Get into
The Civil Aviation Maintenance
Abstract
The civil aviation maintenance has been fast developing due to the fast development
of world air transportation, especially that of china. The CAC company has touched
the civil aviation maintenance in the 1990’s, But ,Influenced by the long existing
planned economy ,The CAC company is in the competition situation characterized
with small scope and less benefit and small market share. The famous factories in the
civil and the OEM will set up their joint ventures or whole investment factories in
China, The prospect of the CAC is somewhat poor. This article will focus on how the
CAC cope with the challenge.
By discussing the history of aircraft maintenance overseas as well as at home,
analyzing the inner and outer environment of the CAC company get into the civil
aviation maintenance. Confirm the environment situation of the CAC company .By
SWOT analysis, Knowing the advantage and disadvantage ,opportunities and
challenges of the CAC company. Made the four kinds of strategic situation and 4PS
strategy. Improve the 4PS strategy and carry out marketing innovation to change the
bad situation, to cope with the violent competition and to enlarge itself.
This paper research result mainly display in:
(1) Starting from the present situation of domestic civil aircraft research, Analyzes
the external macro environment and the advantages and disadvantages of the CAC
company involvement in civil aircraft maintenance, SWOT design was carried out,
Based on this, the strategic objectives of the CAC company are put forward.
(2) Based on the actual situation of the company, 4PS marketing strategy for the
maintenance of civil aircraft is developed.
(3) To the CAC company’s current management system mechanism and
implementation and control of marketing strategy, The solution to the effect
assessment and continuous improvement is put forward, and the monitoring and
safeguard measures are strengthened.
Key words: the CAC company, civil maintenance, SWOT analyze, marketing
strategy,implementation and control。