Research On Mobile Internet Marketing Of Aviation Enterprise

With the growing development and mutuality of the internet and mobile communication technologies, great changes about people's daily consumption and behavioral patterns are unconsciously taking place. For civil aviation enterprises, they will also inevitably be confronted with a brand-new marketing environment while the information-technology-aided marketing becomes increasingly important. Meanwhile, the pressing task for airline companies now is to change and upgrade their business models. We can see from statistics that, the auxiliary income of the global aviation industry in 2014 accounted for 7.6% of the whole aviation income and reached up to $49.9 billion. And in the previous year of 2015, the total number of travelers who travelled by air all over the globe reached up to 3.3 billion. That is to say, every passenger on average contributed 15 dollars'non-aviation income to the aviation industry while the profit rate of the auxiliary aviation income is as high as 40%. In other words,61% of the profits are gained by the 6% of the auxiliary income. And the root cause of such a phenomenon is that, the traditional way of making money through selling air tickets now is hard for many big airline companies to make their ends meet. At the same time, the pressure exerted by the development and construction of urban high-speed railways and expressways over the traditional airline companies which have many advantages such as more than one hundred airliners and air lines as well as many operation bases etc. is not relieved but doubled. Under such actual conditions such as the operation cost and cost control risk keep increasing, it seems to be quite necessary to solve problems such as how to adjust the marketing models by combining mobile and internet technologies with enterprise service platforms from an aspect of the whole aviation industry chains and how to master each marketing node of the flying of the airliners through an integrated method after analyzing and comparing the advantages and disadvantages of the traditional marketing models and the mobile one so as to make them complement one another and then provide users with better travelling experiences.Taking the passenger transportation of the civil aviation as the main study subject, this paper uses relevant service-marketing-related theories. Besides, based on the visibility and being selective of the service products provided by the passenger transportation business of the civil aviation in the future, the article takes S Airline Company, a medium-sized airline company in China, for example, aiming to create the 1+N sales model in the aviation industry. Regarding the 1+N model, it means that, N kinds of flight service experiences can be extended from just one air ticket while the airline companies will try their best to gain profit which is more than that of a single ticket from those N kinds of flight services. Meanwhile, "a group of loyal airline passengers" can also be formed. And then, a sentimental connection with such a group of people should be established, through which, the traditional airline companies'way of making money through just selling air tickets and acquiring more air lines can be broken. And in the end, the ultimate purpose of this paper is to provide S Airline Company with some experiences in its changing the marketing service and improving its competition ability as well as profitability.In this paper, there are mainly three parts which are as follows:the analysis of the development and changes of the domestic air passenger market, the study upon the mobile internet marketing based on the big data as well as the advanced strategies of S Airline Company and the feasibility of those strategies. Specifically speaking, based on the marketing issues brought by the structural changes of the domestic air passenger market and the development of the information technology as well as the challenges and chances the domestic air passenger market have to confront with, questions are mainly raised in the first part, hoping to arouse people's thinking about those questions; in the second part, an important introduction about the concept of the mobile internet marketing based on the big data is given while, in order to answer questions raised in the first part, specific measures are put forward as well; in the third part, based on the combination of theory and actuality, the issue of whether the mobile internet marketing is feasible to S Airline Company is analyzed while suggestions aiming to improving service products are also put forward.Based on the practical jobs, the author did in civil aviation companies as well as the relevant service conceptions that he had learned there, suggestions have been put forward in this paper. And among those suggestions, some such as setting up service marketing platforms, establishing SC air passenger groups and integrating the flight service resources of the air lines etc., have practical feasibilities while some others, such as the whole marketing of product services in type of industrial chains and the flight experiences in style of the life etc. are helpful to the development of air passenger marketing of aviation enterprises in the future. However, the ultimate purpose of all of those suggestions is to create more convenient and comfortable flight experiences to air passengers by using modern mobile and internet technologies. Specifically speaking, passengers are able to conveniently and quickly pay money in each link of the aviation products. We can also say that there will be potential marketing chances in each link of the product chains. And in the end, such a change will undoubtedly be a great revolution for civil aviation practitioners.