A Research On The Upgrade Strategy Of KY Airlines’s Service Marketing

As displacement service providers,to acquire and maintain sustainable competitive strength,Airlines should make the most of their endowment of resources(including but not limited to financial strength,flight paths network,fleet and equipment,human resources,marketing channels,the internal and external environment.)and take appropriate service marketing strategies to popularize and provide customized products and services.Service marketing runs through the whole process of air transportation.From airliner information inquiry to ticket sales,from transportation process to after-sale service,service marketing is an important pillar for airlines to improve customer satisfaction,enhance brand image and explore the market.This paper is focusing on the optimization of KY Airlines’s service marketing strategy,by analyzing the current situation and competitive environment of civil aviation industry.Based on the relevant customer data from KY Airlines and other domestic airlines,this paper conducts research on the current situation of whole-process customer services and comprehensively analyzes problems existing in KY Airlines’s current service marketing system from aspects of "market subdivision","system building" and "controlling and supporting mechanisms",etc.,then finally proposes solutions to resolve these problems.This paper argues that at present,KY Airlines should deeply dig out and analyze the passenger composition information and passenger behavioral data,based on which,to carry out accurate marketing and service strategies accordingly,perfect the whole-process service quality management,standardize and uniformize the service marketing pattern,deepen customers’ perception on KY Airlines’s brand image,and finally upgrade KY Airlines’s service marketing strategy from "diverse pattern" to"accurate pattern" communication.