China's Airline Network Marketing, Applied Research

Following the development of modern information technology, Internet marketing has become a popular way to actualize marketing strategy.Civil Aviation is an industry that concentrates technology and capital. It has become one of the industries in which Internet marketing develops so quickly in China. Chinese airlines began to actualize Internet marketing in late of 1990's. After about ten years development, it plays an important role in airlines marketing nowadays.This paper focuses on the application of Internet marketing in Chinese airlines, especially in four fields: distribution channel, FFP, Internet promotion and online passenger service. Through to analyze the application, the paper concludes some special points of the development of Internet marketing in Chinese airlines. Based on the analysis, the paper points out three key-questions, which Chinese airlines have to face during developing Internet marketing. They are: establishing correct concepts of Internet marketing, building up multiple distribution channels and improving operational systems, such as RMS and FFP. At last, from the angle of airlines, the paper raises some salutary ideas for these three key-questions.