Marketing Strategy Study Of Airbus Civil Aviation Artery Airliners In China

This article starts from the analysis of the market of China civil aviation arteryairliners. It defines the scope of artery airliners in China civil aviation market andanalyzes the pattern of civil aviation market and the product lines of Airbus Group inChina. And it also analyzes the internal and external driving forces for thedevelopment of Airbus in China. This article makes the environment analysis forAirbus in China civil aviation market, which is including politics, economy, society,technology and market environment, and assess the whole business environment inChina for Airbus by the analytic hierarchy process and inviting experts to assess. Bythe end of this article, the marketing strategy of Airbus in China is proposed. Theproduct serialization strategy is proposed as product strategy. Other different productstrategies are proposed as well by analyzing the product life cycle of different arteryairliners produced by Airbus. Pricing strategy is settled by analysis the pricingobjective and pricing method. For place strategy, client behavior and leasing areanalyzed. Promotion strategy refers to airplane exhibition, civil aviation forum,inaugural ceremony, industrial cooperation and diplomatic opportunity. Thesignificance of this article lies in understanding the circumstances of civil aviationartery airliners market in China and finding out the driving force of development ofAirbus in China civil aviation artery airliners market. Better understanding ofoperating environment of Airbus in China by quantitatively analysis. And according tothe assessment, develop the marketing strategy for Airbus. It is also has referentialsignificance for China to operate our own artery airliners.