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首页> 外文会议>ATRS world conference >AIRPORT MARKETING: A CONCEPTUAL ANALYSIS OF BRANDING AND POSITIONING STRATEGIES
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AIRPORT MARKETING: A CONCEPTUAL ANALYSIS OF BRANDING AND POSITIONING STRATEGIES

机译：机场营销：品牌和定位策略的概念分析

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摘要

Airports have long since surpassed their role of mere aerodromes and have instead become diversified companies. In contrast to other global companies, however, airports do up to this date hardly engage in marketing activities and do mostly not pursue a clear positioning of their company brands. Airports are, however, strongly competing with other airports to attract passengers as well as associated companies because of which the notion of branding has been put in focus. This paper, therefore, aims to highlight how significant branding and positioning is for various types of airport models.
机译：机场长期以来超越了他们的机场的作用，而是成为多元化的公司。然而，与其他全球公司相比，机场达到此日期几乎没有参与营销活动，大多数不追求公司品牌的清晰定位。然而，机场竞争与其他机场竞争吸引乘客以及相关企业，因为它的品牌概念已经焦点。因此，本文旨在突出各类机场模型的品牌和定位程度。

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