Research Of China Private Aviation Company Marketing Strategy

Air transport is the basic industry of national economy, which plays an important role in our economy. As part of the air transport industry, the Chinese Civil Aviation industry has also affected the country's economic and social development. In recent years, facing the competition from the foreign airlines, the threat of domestic state-owned airlines, great impact of the financial crisis and the threat of high-speed railway, many Chinese private aviation company are confronted with a series of questions in respect of the capital and management: Okay Airways Company Limited grounded, East Star Airlines Co., Ltd. bankrupted, United Eagle Airlines Co., Ltd. renamed. Despite the financial crisis is now in the recovery phase, the operating condition of the Chinese aviation enterprises is still not optimistic. Some state-owned airlines such as CZ China Southern, MU China Eastern can just go without with the support of the government, but the problem of how some private airlines with less support from the Government to take reasonable marketing strategy to gain more living space is worth exploring.This paper attempts to use empirical analysis, combined with the theory of competitive strategy, selecting a few typical private airlines to analyze the current situation of airline industry and the existing strengths and weaknesses, opportunities and threats of the private aviation industry , then the private airlines should be fully explained to take reasonable marketing strategy to achieve market-niche strategy.The research structure of this paper , is as follows: The first chapter is introduction, an overview of the background and significance of the research topics, pointing out the instructive significance of the private airline's marketing strategy to further enhance operating level of the airlines. The second chapter is the Summary of relevant theory , this paper illustrates the concepts involved and provide the theoretical basis for the research of the following chapters. Chapter three takes the current situation of the Civil Aviation Transportation Market as the starting point, analyzing the characteristics of China's current air transportation and the resulting management problems. Chapter three also analyzed the competitiveness of the private airlines in detail with the use of Michael Porters Five Forces Model and SWOT analysis model. The four chapters, based on the previous three chapters, analyzed the strategy that the China private airlines should take the market-niche strategy, and parsed the marketing strategies of China's private airlines such as innovative, different pricing and better service quality in the passenger market; Finals is a summary of China's civil aviation passenger market, further pointing out that the Chinese airlines'market-niche strategy is suitable for our current national conditions. China private aviation company should keep exploring the way for the development of our private airlines on the basis of learning the experience both from home and abroad.