Research On S Company Aircraft Component Integrated Marketing Strategy

This thesis analyzed the basic aircraft component market circumstance of S company in China first, studied sales and marketing behaviors of S company and most other aircraft component companies leading by S company. Based on market changes and new Airlines'needs, new integrated component marketing strategy was developed, and how to promote it was also analyzed. The study is trying to master the aircraft component market trend of the future and guide S company's success properly.This paper is composed of seven chapters:First chapter is the preface of this paper, which introduces the background of aircraft component business, explains the importance of the research, and outlines methods used for this research. Generally, this chapter has presented a structurally overview of this dissertation.In the second chapter, author illustrates current studies of aircraft component subcontract, inventory management, and presented several outcomes related to this dissertation. According to the analysis, author found out the integrated component solution should be the right area to be studied deeply.In the third chapter, author has studied current sales and marketing of S company in China, and found out S company is facing severe growth challenge in China at present. Component sales and aftermarket service are ceased when China market is booming recently. The current marketing and sales model, market environment, competitions and other factors are all analyzed, the study shows S company need an innovative business model to address China market for future.In the fourth chapters, current Chinese Airlines operation has been studied. In fact Chinese Airlines are all under high cost reduction pressure now and the pressure will be much more heavier due to roaring oil price rising. Traditional component purchasing and inventory management, Airlines operation environment, government regulation, and airlines competitions and other factors are all analyzed, the study shows Airlines also need a new model to cut the cost of aircraft components total ownership, to improve flight dispatching rate and management efficiency. Chapter five to six, based on customers investigations and feedbacks, component markets were segmented, segmented targets were selected, author found out the right target and developed an integrated component solution to selected markets which includes inventory management, component repair & overhaul, logistic and engineering service, etc, and it can be tailored to meet special needs.And paying more attention to customers'different needs can drive the innovative integrated solution more successful.Chapter seven, Author reviews all studies and wishes the integrated component solution can be accepted on all other aircraft types besides of B787, A380 and B777, and hope it can bring more benefits to Chinese Airlines.In summary, based on all studies on competitions of aircraft component market, strength and weakness of S company, market opportunities and threaten, the new innovated integrated component solution was developed. The new solution can be a good marketing tool for S company and other component supplies, and author guarantee it will brings much more benefits to Chinese Airlines in the future!...