A Research On China Civil Aviation Marketing

Civil aviation transportation belongs to the tertiary industry and infrastructure industry, which has important strategic position in the national economy. According to the technical economical characteristic and product feature of civil aviation, creative application of the theory and tactics of modern marketing is an urgent matter for the sustained health high-speed development of civil aviation in China. This article tends to combine the theory of modern marketing and the management practice of civil aviation, and inquire into several main theories and tactics of civil aviation marketing.The full text can be divided into three parts except the preface:The first part analyses the technical economical characteristic, product feature and the particularity of civil aviation marketing theoretically.Civil aviation transportation is a transportation activity that uses aircraft to flight regularly and irregularly with the view of seeking profits on the national and international airline, transports passengers, baggage, goods and mails. The action subject of civil aviation transportation is airlines. What it provides to the society is not real product, but a kind of service, i.e. space transfer of passengers and goods. Civil aviation transportation, shorter form civil aviation, has its clear technical economical characteristic: civil aviation transportation belongs to the tertiary industry and infrastructure industry; large investment, long time for recuperation, strong capital precipitation; market structure of oligopolar; operation behavior has certain exteriority and estate relevance. The product of civil aviation is space transfer of passengers and goods. Compared with other means of transportation, such as railway, highroad, water transport, it has following characteristics: quick, safe, comfortable, the speed per hour of the straight jet is 10-30 tunes quicker than train and seagoing vessel; flexible, open of airline is not limited by ground condition, and can adjust the airline and type in time according to the magnitude of the outflow of passenger and goods and the change of the outflow; strong homogeneity and vicarious of the product, high operation cost, obvious demand price elasticity; the product has non-preservable and strong demand timeliness; besides the product of civil aviation transportation has the characteristic of quasi-common product,crowding and exclusiveness, and has great effect on the operation behavior of airlines. The technical economical characteristic of civil aviation mentioned above and the feature of the product of civil aviation necessarily have important influences on the civil aviation marketing, but the existing marketing theory and tactics is analyzed and designed in view of private product in the competitive field, and the current theory and tactics civil aviation marketing used need so many revisions and variations that can adapt to the special requirements of civil aviation marketing.The second part inquires into ideas of civil aviation marketing, market tactics, product, price and distribution tactics.About ideas of marketing. The writer considers that, now Chinese civil aviation must take relative marketing eidos ad the fundamental guiding ideology to guide the marketing activity of enterprises. Relative marketing eidos considers that, in the condition of modern keen marketing competition, if one enterprise can exist and develop, what is important is to establish a long-term mutual benefit and cooperative relationship with its customers and correlative interest. Chinese civil aviation perform relative marketing eidos, and now must have a good hard look to solve with following problems in three aspects: (I) try hard to raise production efficiency of the enterprise, reduce the cost and price of the aviation transportation; (II) try hard to make the customers be satisfied to the utmost degree, make long-term customer and life customer; (III) strengthen internal marketing, increase the satisfaction of the staff to the enterprise, thus make the staff loyal and high effici...