The Operation And Strategy Of BB Airline

The domestic air market can be basically divided into three worlds by its lines, airplane and total freight volume . BB airline is one of the many sub-company. It experienced the fast development of this market between 1992 and 1996. But the market environment began to change by 1997; domestic airlines suffered a heavy punch. Its profit decline, which finally lead to the deficit of the whole field . With the changing of the compete environment, to strive for survive and development, BB company have to summarize its past and tactics faults, and use such means like marketing etc . to enlarge income and reduce expense so to get rid of the difficulty .In this case we will first find out the radical reason of BB airline' s losing money through a cost structure compare report of the overseas and domestic airline ;And at the same time we will give out a brief introduction of BB company' s present cost management situation by the way of discussion .After that we will fully quote a work report of a profit managing employee .This report covered from charter flight accounting to charter flight managing ;from insensible management to active co-operation .It is also a summary of fault and progress they have made in the past profit management . In further , it discovers the crux of enforcing profit management , makes clear the importance of clear responsibility .complete information to profit management . In the second half of this article , we will mainly develop from aspects of marketing and promotion ,to introduce the servicemarketing theory marked hy routine passenger service plan by ways of a discuss meeting of products and marketing , summarize the achievement and contribution BB company has made in routine passenger service . In the aspect of promotion, we summarize the aspects of traditional agents to the air market ,and explain its defect under new economy as same as the turmoil it brings to the air market by the way of discussion . Through a case description of BB company' s cost, profit management and marketing, we put i'orward in this article some effective measures which will conducive to revive BB company .The measures include building up leading strategy concept, rationally developing and utilizing resource, clearing cost level to lay a strategy foundation stone; bringing up employee quali ty, enforcing team spirit; preserving company' s interest, signing agent contract with prepaid nature ;grasping the core ,creating a new marketing concept of air service ;putting forward electronic ticket , building up modern air agent mode ;and etc . In general, through this case and the analysis, we will provide a new strategy idea for BB company to get rid of the deficit, and on the other hand will bring forward some beneficial advice for BB company's strategy management.