The Research On Marketing Strategy Of Southwest Branch Of Airchina-Based On Customer Segmentation

As China’s economy continues to develop and people’s consumption level improves, aeronautical customer demand is gradually growing and the demand is also showing a trend of diversification. However, affected by the national policies and the slowdown in economic growth, the share of high-end aeronautical demand has been reduced. In addition, the already excess capacity results in an intense competition in the aviation industry. In such a complex and uncertain environment, China Southwest Airlines must grasp the rules and characteristics of the industry, know the details of various customers’ needs, and identify the company’s higher-value customers. So introducing a targeted marketing mix strategy has become an important and meaningful work.This paper comprehends the macroeconomic environment of China Southwest Airlines in-depth, conducts detailed analysis of the current marketing situation, and points out the problems. This paper uses detailed data to analysis company’s customer segments from a different point of view, such as targeted market positioning, the differentiated services, pricing strategy, channel strategy, marketing strategy, and finally proposes the marketing strategy which helps China Southwest Airlines find practical strategies to respond properly.During the study, the paper integrates 4P,7P, customer segmentation and other related theories, then uses cluster analysis and finally forms the results. This paper has a guide and reference in future marketing process for the company.