تدوین استراتژی و هدف گذاری استراتژیک بازاریابی درصنعت هوانوردی و فرودگاهی کشور (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
توسعه اقتصادی هر کشور تا اندازه ای به کارایی و میزان عملکرد صنعت هوانوردی و فرودگاهی و حمل ونقل هوایی وابسته است. هدف پژوهش، تبیین الگو در راستای تدوین استراتژی و هدف گذاری استراتژیک عملکرد بازاریابی و بازار صنعت هوانوردی فرودگاهی ایران است. با روش آمیخته، در ابتدا شاخص معیارهای فعلی مورد استفاده در ارزیابی صنعت فرودگاهی و هوانوردی کشور و جهان مورد غربالگری قرار گرفت. در بخش کیفی با انجام مصاحبه نیمه ساختاریافته با کارشناسان و صاحبنظران صنعت حمل ونقل هوایی و فرودگاهی، شاخص های نهایی حاصل از بررسی پیشینه و مصاحبه ها به دست آمد. بررسی ها نشان داد که کمبود قابل توجه ای در رابطه با استراتژی های عملکرد بازاریابی و معیارهای مبتنی بر بازار در ارزیابی عملکرد در بخش هوانوردی و فرودگاهی کشور وجود دارد. از این رو، الگویی جهت ارزیابی عملکرد مبتنی بر بازار تبیین و ارائه شد تا بتوان به تصویر جامع تری از استراتژی عملکرد بازاریابی هوانوردی و فرودگاهی ایران دست یافت. نمونه آماری، 34 فرودگاه که از روش نمونه گیری تصادفی ساده از بین 57 فرودگاه کشور انتخاب شده و با بهره گیری از الگوی ریاضی، فنون تحقیق در عملیات و نیز استفاده از مفاهیم و اصول تحلیل پوششی داده های شبکه ای، بخش کمّی انجام شد. شاخص های حاصل و نتایج حل مدل نشان دادند تنها 14فرودگاه در هر دو مرحله بطور کامل کارا بوده و دارای کارایی100% در ارزیابی استراتژی های عملکرد بازاریابی بوده اند و سایر فرودگاه ها بدلیل ضعف در خروجی و ازدیاد ورودی فرایندهایشان از مرکز کارایی جدا شده اند؛ بنابراین، برای بهبود وضعیت این فرودگاه ها لازم است اقدامات مستمری از طریق رویکرد تحلیل پوششی داده ها، در دستور کار قرار گیرد.Developing a marketing strategy and strategic goals in the country's aviation and airport industry
IntroductionThe economic development of any country depends to some extent on the efficiency and level of performance of the aviation, airport and air transport industry; therefore, the question arises as to what level of efficiency the organizations and companies active in this field are operating. The subject and purpose of the research is to explain a model in line with the formulation of strategy and strategic goal setting in the functional field of marketing of Iran's airport aviation industry, which is one of the most important challenges in the aviation and airport industry, and the main problem in evaluating the country's aviation and airport performance is the lack of a comprehensive monitoring system and Evaluation of current performance is especially in the field of marketing. Formally, these systems are based on traditional accounting criteria that can evaluate part of the past performance of airports and air navigation in the best possible case, and the main question is how to use the mathematical model to evaluate the performance of aviation and airport marketing. The country achieved to be able to present a more realistic and comprehensive picture of the marketing performance of that complex.Methodology Research method: through the mixed method, at first, the index of the current criteria used in the evaluation of the airport and aviation industry of the country and the world was screened. Then, these criteria were examined in the air transport and airport industry, and in the qualitative phase, by conducting semi-structured interviews with experts, specialists and experts of the air transport and airport industry, the final indicators obtained from the background check and interviews were summarized. Investigations showed that there is a significant lack of marketing performance and market-based criteria in evaluating performance in the aviation and airport sector of the country. Therefore, we explained and presented a model for evaluating market-based performance so that it can show a more comprehensive picture of Iran's aviation and airport marketing performance. The statistical population includes 34 international and border airports under the ownership of Iran Airports and Air Navigation Company. With the help of the mathematical model and with the help of operational research techniques and the use of the concepts and principles of network data coverage analysis, a quantitative part was carried out, then the explained mathematical model was tested and examined with the actual data obtained. Real data was collected from valid documents and documents related to the year 2017-2018 of the Airports and Air Navigation Company of the country.Results and Discussion The results of solving the model showed that only 14 airports were fully operational in both stages. The number of 17 airports in the first stage, the number of 25 airports in the second stage were efficient, while their overall efficiency was less than 1. Also, the number of 14 airports had %100 efficiency in the process of marketing performance. And other airports have been separated from the efficiency center due to the weakness in the output and the increase in the input of their processes, and it is necessary to take continuous measures to improve the situation in these airports. Based on the results, Abadan Airport is inefficient in the area of air navigation services strategies in the first stage with an efficiency number of 0.757, and in the second stage with a number of 1, it is efficient in the area of marketing objectives and strategies and market performance, and in total with a number of 0.711, it is considered an inefficient airport. Therefore, this airport and airports and DMUs that have obtained a number less than 1 in the first stage, i.e. air navigation services performance strategies, and have become inefficient, and have obtained a number of 1 in the second stage of evaluation, i.e. marketing and market performance objectives and strategies, are considered efficient in this stage and will be inefficient in the overall evaluation. This airport is in line with Zahiri's research (2017) in the area of air navigation services performance strategies, but it is not in line with it in the area of marketing and market performance objectives and strategies. Urmia Airport has inefficiency in the area of air navigation service strategies in the first stage with an efficiency number of 0.682, and in the second stage with a number of 1, it has efficiency in the marketing goals and strategies and market performance stage, and in total with a number of 0.273, it is considered an inefficient airport. Therefore, for these airports that are inefficient in the overall assessment, it is necessary to increase or re-evaluate the status of their inputs in the passenger capacity section, increase the number of reception desks and passenger dispatch, as well as general and operational costs, and try to get closer to the efficiency boundary in this way. The aforementioned airport is not in line with Zahiri's research (2017) in the air navigation service performance strategy section, but it is in line with it in the marketing and market performance goals and strategies section. According to the results, compared to the results of previous studies, the use of the nonparametric two-stage data envelopment analysis method is more accurate and comprehensive than other methods used.ConclusionBy emphasizing customer-centricity and paying attention to passenger satisfaction, airports are able to improve market capacity, the air transportation coefficient, cargo and passenger movement, which is one of the important goals of the Airports Company and the Civil Aviation Organization. In this study, by presenting three important marketing indicators: passenger satisfaction, airline loyalty, and share of regional transit flights, it is possible to examine the performance strategies and main process of the market performance evaluation system in the country's aviation and airport industry. Therefore, another output of this study is to help managers of the Iranian aviation and airport industry and airport managers to improve their internal processes in order to improve the efficiency of the market performance of their complexes. It is possible to determine, at the airport service and air navigation and aviation performance strategy stage or at the marketing strategy and market performance stage, which of the input or output criteria, the number of passenger departures and arrivals, the number of flight landings and takeoffs, the number and amount of cargo and mail departures and arrivals, general and operational costs, passenger acceptance capacities, passenger satisfaction, and airline loyalty in the use of airport space and facilities and infrastructure, need to be reduced or increased.
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