Research On Marketing Strategy Of One Airline In China

The air transport industry as an important part of the national economy,has a quasi-public property with industry cycle and economic relevance;for specific airlines,the industry also has the market characteristic.Air transport with its fast,convenient,comfortable,safe and international features,plays a more important role.With the rapid growth of China national economy,improving people's living standards,the China market demand for air transport increases rapidly and the requirements of service are more strictly.For airlines,the aviation industry competition,and the impact of other modes of transport,and other situations are the big challenges.So,to analysis of aviation market demand,improve marketing strategy,and improve the quality of air transport services,has a very important practical significance and the strategic significance in long term.The paper takes one airline as an example of foreign airlines which operate air-business in China.Through the development of the related literature and cases research,with the theories of marketing,the paper focus the marketing environment of one airline,such as the macro environment,industry environment,demand analysis and competitive analysis,conduct a comprehensive analysis and in-depth research status of marketing strategy of one airline.Then the paper analyses the existing problems in brand image,service quality and marketing channels and other aspects.In view of the existing marketing strategy of one airline on the issue,the paper puts forward:In the brand image,one airline should improve enterprise recognition by cultural marketing and experience marketing,such outstanding cultural characteristics and high-tech elements into the services.In the quality of service,one airline should expand route network by sharing with other airline code,provide passengers with the aviation extension services such as visa consulting services,consulting services,tourism and hotel services all in service integration,and to the value-added services such as meals types,free shuttle service,baby nanny services.In marketing channels,one airline should support and standardize the operation of agents by training and supervision,develop information technology to the active use of direct sales channels,and remind passengers from the OTA platform with handling the aftermarket problem properly.