The Study On The Brand Building Problems Of Xiamen Airlins

Brand is an identification mark, a spiritual symbol, a concept of value, the core of excellent quality embodied. Only by establishing a strong brand, can an enterprise be in an impregnable position in the fierce competition. At present, the rivalry in the civil aviation industry home and aboard grows more and more intense. Aviation alliance, merger and reorganization become common occurrence, especially the gradual rise of low-cost airlines, began to form keen competition against hub airlines. This phenomenon is worthy of attention. However, low-cost airlines’ strategy of cutting the service as far as possible can only gain a limited market share and it can not fully represent the basic status of the domestic civil aviation market demand and competition. Taking brand establishment as the core, providing competitive prices and a high level of service, enhancing customer satisfaction, and carrying out the differentiation strategy of the winning customer recognition, is still the main way for the civil aviation enterprises to participate and win the market competition.Taking an overall view of the development of the world’s airline transport enterprises, successful airlines embedded their enterprise image in consumers’ mind with its mature brand strategy. Emirates airline has the reputation of" luxury and excellence", American Jetblue Airways is famous for its "low cost". The image of "Singapore Flight Stewardess "has become a very successful brand symbol of Singapore Airline, it is the perfect humanization embody of its service commitment and the excellent quality. Practice has proved that a successful brand strategy not only can make the airlines products value-added, can also help the sustainable development of enterprises laid a solid foundation.Xiamen Airlines, co-founded by the Civil Aviation Administration and the local government, is China’s first aviation company running according to the modern enterprise system. Due to its regional characteristic, its capital, technology, talent still lag behind four largest state-owned airlines. How to seize the opportunity, to get rid of the disadvantage in the competition, and establish its own strong aviation brand, has become a very important realistic problem facing Xiamen Airlines.This article, through in-depth analysis of aviation industry development trend and the present situation of Xiamen Airlines, guided by the relevant theories of brand construction, using SWOT analysis method to analyze and positioning Xiamen Airlines. Taking Singapore Airlines as the benchmark, learning from its successful experience, provides a beneficial reference from different aspects for Xiamen Airlines on its brand development strategy.