Havaalanı pazarlama İstanbul yeni havalimanı (İGA) marka kimliği üzerine bir havaalanı pazarlama analizi
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Dosyalar
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tarihsel gelişim sürecinde, hava limanları; uçaklar, kontrol kuleleri, terminaller, pistler ve uçak, yolcu ve kargoya doğrudan hizmet eden diğer tesisler de dahil olmak üzere, uçakların faaliyet gösterdiği yerler olarak anlaşılmıştır. Bu geleneksel anlayış, 1970’li ve 1980’lerde meydana gelen havaalanı ticarileştirme süreci ve sonrasında 1990’larda havaalanı özelleştirme çalışmaları sonucu daha rekabetçi ve pazar odaklı bir havaalanı endüstrisinin ortaya çıkmasına katkıda bulunmuştur. Bunun sonucunda, havaalanı pazarlamacıları müşteri sadakatini arttırırken kendilerini rakiplerinden ayırmak ve farklılaşmak için havaalanları için bir marka yönetimi gibi pazarlama stratejileri oluşturmaya başlamışlardır. Bu çalışmada havaalanı pazarlama (airport marketing) kavramı incelenerek, havaalanı markalama önemli stratejilerden biri olan havaalanı şehri ( airport city) konsepti dünyadan güncel örneklerle incelenecektir. “Dünyanın en büyük havaalanı” konumlandırmasıyla çalışmaları devam eden İstanbul Grand Airport ( İGA) bir marka olarak, marka kimliği bağlamında planlanan stratejileri ile incelenecektir. Havaalanı marka kimlik stratejileri ise Tse (2009)’nin ortaya koyduğu havaalanı konumlandırma, mimari tasarım ve düzen, logo, hizmetler, eğlence ve aktivite, yiyecek içecek sağlayıcılarının seçimi, perakende satış mağazalarının seçimi, fiyatlama stratejileri, servis personeli seçimi alt başlıklarına göre İstanbul Yeni Havalimanı (İGA) marka kimliği üzerine bir havaalanı pazarlama analizi yapılacaktır.
In the historical development of airports; airport has parts of control stations, terminals, runways and aircraft, passenger and other facilities directly serving cargo. This traditional understanding has contributed to the emergence of a more competitive and market-oriented airport industry as a result of the airport commercialization process that took place in the 1970s and 1980s and after the airport privatization efforts in the 1990s. As a result, airport marketers have begun to create marketing strategies such as brand management for airports to differentiate themselves from their competitors for making customer loyalty. In this study, the concept of airport marketing will be examined and the airport city concept which is one of the important strategies of airport branding, will be underlined with current examples from around the world. Istanbul Grand Airport (IGA), which continues its construction with the positioning of “the biggest airport in the world”, will be pointed out as a brand with its planned strategies in the context of brand identity. Airport brand identity strategies are based on the subheadings of airport positioning, architectural design and layout, logo, services, entertainment and activity, selection of catering providers, selection of retail stores, pricing strategies, selection of service personnel by Tse (2009). An airport marketing analysis will be done on the airport (IGA) brand identity.
In the historical development of airports; airport has parts of control stations, terminals, runways and aircraft, passenger and other facilities directly serving cargo. This traditional understanding has contributed to the emergence of a more competitive and market-oriented airport industry as a result of the airport commercialization process that took place in the 1970s and 1980s and after the airport privatization efforts in the 1990s. As a result, airport marketers have begun to create marketing strategies such as brand management for airports to differentiate themselves from their competitors for making customer loyalty. In this study, the concept of airport marketing will be examined and the airport city concept which is one of the important strategies of airport branding, will be underlined with current examples from around the world. Istanbul Grand Airport (IGA), which continues its construction with the positioning of “the biggest airport in the world”, will be pointed out as a brand with its planned strategies in the context of brand identity. Airport brand identity strategies are based on the subheadings of airport positioning, architectural design and layout, logo, services, entertainment and activity, selection of catering providers, selection of retail stores, pricing strategies, selection of service personnel by Tse (2009). An airport marketing analysis will be done on the airport (IGA) brand identity.
Açıklama
1st International Conference on New Trends in Communication
Anahtar Kelimeler
Havaalanı Pazarlama, Havaalanı Şehri, İstanbul Yeni Havaalanı, Airport Marketing, Airport City Istanbul, New Airport
Kaynak
1. Uluslararası İletişimde Yeni Yönelimler Konferansı
