| Air transport industry is a high-tech, high-cost, high-risk industry has been developing rapidly in China in the past decade. Currently, The service of the domestic airlines is similar difference, Most of the domestic airlines is lack of core competitive power. AC Airlines as one of three major airlines of china, with the larger aircraft fleet, Perfect route network, Safe and reliable, Advanced technology ,get some competitive advantages. But AC Airlines have some problems , such as irrational company structure, the lack of market awareness, and many other issues. Therefore, in the new competitive environment, with changes in the structure of consumers, AC airlines should reconfirmed mainstream passengers to target markets. Then develop practical, effective marketing strategies. Enhancing core competitiveness has become the important issues for AC airline. It is of great realistic significance for AC airlines to implementation the strategic objectives of "mainstream passenger recognition, the most valuable, most profitable, world competitiveness company".First this papers introduces the theory of marketing services, the characteristics of Air transport service marketing to provide a theoretical basis for the analysis. Then this papers analysis the internal and external market environment of AC airlines with modern marketing theory based on the status of air transport market and AC airlines. In the third part of this papers, the component of mainstream passengers is reconfirmed that mainstream passengers not only business passengers but also travelers. In the fifth part of this papers, the analysis is based on SWOT theory to discuss the strength, weakness, opportunity, threat of AC airlines. In the sixth part of this papers, after market segmentation, the recommendation of market targeting is the mainstream passengers.Then the targeting market is positioned.At the last of this papers,it provides the Service Marketing Strategy and some helpful suggestion of 7Ps. |
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