| This article tries to study the usage of Service Marketing theory in the Management of Chinese Airports. After studying and analysis the results of Service Satisfaction Survey on Pudong Int'l Airport, it gives the suggestions to enhance the service quality to attract the passengers, searching the development methods for the China Airport Industry.Chapter 1 introduces the theory of Airport Management and Airport Marketing, discussing the development of them, and believing that the development of International Civil Aviation policy and business model of key International Airports was the foundations of the theory of Airport Marketing. Try to give the concept of Airport Service Marketing. Then, the article introduces the current situation of the object of study, Shanghai Pudong Airport, with two parts. First is the background of Chinese Airport Industry, and considering the four losses as the reasons of the differences between the home and abroad, which are loss of Market Environment, loss of Policy Environment, loss of Strategy Consciousness and loss of Service Marketing Consciousness. Second is the four challenges and opportunities which Pudong Airport facing now.The main content of Chapter 2 is the theory foundation of this article and the Test circumstances of the object of study. In this chapter, the author reviews the development of theory of Service Satisfaction Evaluation, the main model of the Evaluation, the processing methods and the probably shortcomings, with the opinions and thoughts of Parasuraman,Berry,Zeithaml,Cronin,Taylor,Gronroos etc. Then, it tells the circumstances of the object of study, Pudong Airport.Chapter 3 introduces the four results of the Pudong Airport Service Satisfaction Evaluation: Passengers focus on the satisfaction of their requests, Passengers' Expectation closely link with the Satisfaction Evaluation, the Circumstance influence the Passengers' Evaluation feelings, the level of Service Standardization influence the stable of Passengers' Evaluation feelings. With these results and the characteristics of Pudong Airport, this chapter analysis the reasons of formation of the passengers' Satisfaction feelings, explain the problems how to enhance the quality of Airport Service.In Chapter 4, the author gives the countermeasures on the Airport Service Management with Service Marketing theory, and the competition suggestions for Pudong Airport in the International Civil Aviation Market.Finally, the article believe that to enhance the Service ability and quality of Pudong Airport, the Airport must take right countermeasures under the Service Marketing theory following the fully understanding the results of the Passenger Satisfaction Evaluation. To have the competition ability in the International Market, the Airport must familiar the requests of the passengers home and abroad. To acknowledge the broader market, the Airport need join the World Class Evaluation to understand the differences and the developing direction. |
