航空市场研究

航空业近期的动荡历史为行业运营商带来了机遇和挑战。随着开放天空、航空公司私有化和取消政府支持，欧洲和北美的航空公司整合势头强劲。  

New business models have emerged, not only in terms of low-cost operations but also in the form of truly “multi-national” carriers operating across the EU and beyond.  Middle Eastern carriers such as Emirates and Qatar Airways on the rise, and are expanding globally.  

The rise of low cost airlines such as Norwegian Airlines is seeing airlines expanding far beyond the traditional transatlantic routes.  These carriers ‘unbundle’ their product offering allowing lower fares for all passengers, and the benefit of customization of the travel experience for others.  Passengers can choose exactly which products and services they need and pay for.

Challenges do exist.  Oil prices can cause major changes to profitability.  Labor strikes continue to afflict the European Carriers.  Supply chain disruptions can impact aircraft manufacturing and daily flight operations.  Increasingly, disgruntled passengers are posting their dissatisfaction online, providing numerous challenges to airlines.

航空业机遇

• Increasingly there is M&A Activity.  WIth the Alaska and Virgin merger
• 成本优化计划和燃料管理系统正在兴起
• 燃油效率高的飞机和相对较低的燃油价格
• 为客户提供新技术和机上系统
• 数字化增长机会和更高效的 IT 系统以精简成本

社交媒体可以加强客户忠诚度计划

航空业威胁

• 部分航线竞争加剧
• 优质客流量下降
• 票价降低
• 全国性航空公司苦苦挣扎，与折扣航空公司和新进入市场的航空公司竞争

航空市场研究可以提供：

• 数据
• 信息
• 洞察力
• 创新
• 智力
• 行动计划
• 策略
• 建议

我们的航空市场研究解决方案

一、焦点小组

Focus Groups are discussion of 8-10 participants resembling a company’s target customer.  Participants can for example be frequent business travelers.  A moderator guides and stimulates the discussion.  When appropriate, respondents are given a pre-task.  This can be an anchor or focus the conversation and to create a platform for discussion.  Additionally, this provides meaningful data or added insight which can be analyzed after the groups.

The process often involve ‘projective techniques’ and can include breakout tasks.  The phase is collaborative and iterative.  Our clients provide discussion, an overview of previously received data and key intelligence synthesized.

好处

发掘定性见解以理解有意义的因素和背景

观察并讲述新想法和主题

获得对品牌知名度进行分类和映射的能力——从而更好地了解客户未满足和已满足的需求

II. 定量在线调查

了解“顾客之声”

• 调查可以让你更好地了解：
• 客户需求（满足和未满足）
• 客户细分
• 现有产品与主要竞争对手的产品对比
• 你的产品与竞争对手的差距
• 识别并初步分析您的潜在产品差异化

Target respondents can include customers and non-customers; users of services and products from partners.  We work with our clients to screen the appropriate participants.  We will advise the geographical scope, structure, sample size, geographic representativeness and length of interview.  We provide analysis, data deliverables and reporting.

III. 市场和竞争对手情报跟踪

SIS 可以利用现有数据库和我们的行业专家网络持续跟踪和报告最新的行业发展情况。研究利用网络、在线期刊、行业新闻和其他公共信息以及我们关于航空市场的内部数据进行。

• 战略市场分析可以实现以下目标：
• 了解当前知识的差距
• 根据您的需求定期提供跟踪报告
• 分析您当前的市场地位
• 测试未来情景和决策影响

四、市场定位

与旅行社进行电话或面对面采访

SIS 可以制定一份完善的讨论指南，用于与旅行社进行电话或面对面访谈。这可以让您更深入地了解旅行社使用特定承运商的原因。这将使您能够更深入地分析行业的竞争定位和产品策略。

SIS 通过电话或面对面采访的方式与旅行社进行沟通，以获取有关您的竞争定位的数据、研究、见解和情报，并根据最佳实践对您的产品和服务进行基准测试

五、品牌追踪

SIS Brand Trackers monitor both quantitative (e.g., cost, brand equity) and qualitative (e.g., perception, customer analysis) dimensions of specific product and service branding.  The strength and evolution of a brand in a marketplace depends on the financial, reputational, competitive and strategic positioning of a company.  Multiple factors exist which can upset or otherwise disrupt brand equity in the market, from competitive pricing strategies to shift in consumer preferences. SIS’s Brand Equity Index provides a clear index off from which companies can drive successful product or service oriented strategies.

六、其他创新方法

• 共同创造
• 民族志
• 手机日记
• 在线焦点小组
• 头脑风暴会议
• 黑客马拉松