Study On The Optimaztion Of HNA's Ticket Business Marketing Strategy Under The E-commerce Model

With the rapid development of domestic airlines,airlines have an increasing number of flight routes.Meanwhile fierce market competition exists not only among airlines,but also in ticket sales market there is competition in the airlines and online sellers,traditional agents.Especially the development of electronic commerce,it has changed the ticket sales market structure,and lead to reduce agency fees by airlines,enhanced tickets directing scale.Hainan Airlines as the four major domestic airlines,in electronic commerce environment,in order to get ticket sales market competitive advantage,we suggest the traditional marketing strategy should be optimized to enhance.In this paper,Hainan Airlines as an example,firstly explains the research background and significance,research methods,contents and technical route;secondly,combing the theory of marketing and development of China's civil aviation electronic commerce;the basic situation of Hainan Airlines,the marketing status of products,price,channel and promotion,found the problems of new product development and innovation,price competitive strategy,single channel management control ability is weak,the lack of upstream and downstream resources integration;with the help of PSET method to analyze the macro environment,industry environment,through the SWOT analysis we find the market opportunities and threats and its own advantages and disadvantages,according to the selection of suitable Hainan,marketing strategy,application 4P marketing theory gives the corresponding strategies:product optimization strategy-innovative products combination,development of auxiliary products;price optimization strategy Improve revenue management pricing methods,ensure the best strategy of the official website price;channel optimization strategy-increase B2C direct marketing efforts,strengthen the promotion and application of mobile client;promotion optimization strategy-strengthen the Internet public relations marketing,give big data optimization frequent passenger member program.Through the study of HNA's marketing strategy,it is helpful for enterprises to improve their marketing ability and company performance,at the same time,it has strong practical value and operability,and also has certain reference function for other aviation marketing strategy.