| Abstract | 第4页 |
| 摘要 | 第6-15页 |
| Chapter 1 Introduction | 第15-19页 |
| 1.1 Research Background | 第15-16页 |
| 1.2 Research Purpose and Significance | 第16-17页 |
| 1.3 Research Methods | 第17-19页 |
| Chapter 2 Literature Review | 第19-30页 |
| 2.1 Competitive Advantage Theory | 第19-20页 |
| 2.1.1 Competitive Advantage | 第19页 |
| 2.1.2 The Choice of Competitive Strategy | 第19页 |
| 2.1.3 Three Basic Competitive Strategies | 第19-20页 |
| 2.2 Airport Service Quality Concept | 第20-22页 |
| 2.2.1 Service Marketing Theory | 第20-21页 |
| 2.2.2 Airport Service Quality Concept | 第21-22页 |
| 2.3 Service Quality Evaluation Model | 第22-30页 |
| 2.3.1. Service Quality Gap Model | 第22-24页 |
| 2.3.2 Airport Service Quality Assessment Conceptual Model | 第24-25页 |
| 2.3.3 Airport Service Quality Evaluation Index System | 第25-30页 |
| Chapter 3 Case Description | 第30-37页 |
| 3.1 Baiyun International Airport Company Profile | 第30页 |
| 3.2 The Business Scope of Baiyun Airport | 第30-32页 |
| 3.3 Service Problems of Baiyun International Airport | 第32-36页 |
| 3.3.1 Market Positioning Fuzzy | 第32-33页 |
| 3.3.2 Service Quality Awareness to be Improved | 第33页 |
| 3.3.3 Service Capacity is Insufficient | 第33-35页 |
| 3.3.4 Low Service Personnel Quality | 第35-36页 |
| 3.4 Challenges that Baiyun Airport Facing | 第36-37页 |
| 3.4.1 Threat of Alternatives | 第36页 |
| 3.4.2 Competition among Domestic Hub Airports | 第36-37页 |
| Chapter 4 Case Analysis | 第37-66页 |
| 4.1 Airport Industry Competition Analysis | 第37-48页 |
| 4.1.1 Intensive and Specialized | 第37-39页 |
| 4.1.2 Airport Service Competition in Greater China | 第39-45页 |
| 4.1.3 The Performance of China's Airport in Skytrax Evaluation System | 第45-48页 |
| 4.2 Target Customer Needs Analysis for Baiyun Airport | 第48-49页 |
| 4.2.1 Baiyun Airport’s Major Customer Groups | 第48-49页 |
| 4.2.2 Requirements Analysis of Service Object | 第49页 |
| 4.3 Strategies and Measures to Improve Service Quality of Baiyun Airport | 第49-66页 |
| 4.3.1 Clear Market Positioning | 第49-51页 |
| 4.3.2 Strengthen the Sense of Full Service and Training | 第51-53页 |
| 4.3.3 Enhance the Airport Service Capabilities | 第53-56页 |
| 4.3.4 Improve Terminal Layout and Operation | 第56-61页 |
| 4.3.5 Strengthen Service Quality Monitoring | 第61-66页 |
| 4.3.5.1 Build An Airport Service Quality Management System | 第61-62页 |
| 4.3.5.2 Strategic Use of Customer Complaint | 第62-63页 |
| 4.3.5.3 Conduct Key Customer Research and Form Customer Groups | 第63-64页 |
| 4.3.5.4 Track the Satisfaction of Individual Transactions | 第64页 |
| 4.3.5.5 Customer Expectation Synthesis Study | 第64-66页 |
| Chapter 5. Conclusion and Prospect | 第66-67页 |
| 5.1 Conclusion | 第66页 |
| 5.2 Limitation and Prospect | 第66-67页 |
| References | 第67-68页 |
