Research On Services Marketing Strategies Of SZ Airlines Under Internet Background

The increasing expectations of airline passengers and the fierce competition between airlines have prompted airlines to continuously improve service marketing strategies,so as to improve service quality and gain competitive advantages.In addition,the development and popularization of Internet technology has a great impact on the service marketing strategy of the airline company.Taking SZ airlines as an example,this paper studies the current situation of airline service marketing strategy,analyzes the existing problems,and puts forward some suggestions for improvement.The main contents of this paper are divided into five chapters.The first chapter is the introduction,which mainly introduces the research background,the purpose and significance of the research,the research methods and the content of the research.The second chapter is the theoretical basis,introduces the basic concepts and theories of service marketing,and the research status of airline service marketing.The third chapter is the problems and current situation of SZ airline service marketing under the background of the Internet,the Internet under the background of SZ airlines,and the performance of service marketing strategy,7P marketing company is analyzed,summed up the SZ air service marketing problem is: the difference characteristic service advantage is not obvious,the lack of scientific pricing strategy over reliance on agent marketing channels and form a single and lack of investment.In the fourth chapter,the PEST analysis method and Potter five force model are used to analyze the SZ aviation service marketing environment in detail.The fifth chapter is the countermeasures and suggestions.From the seven aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible strategy and service process strategy,we put forward suggestions for improvement of SZ airline's service marketing strategy.This research has important practical value for SZ airlines and other companies to improve service marketing strategy,improve service quality and enhance competitiveness.This research also enriches the theoretical research of service marketing and airline service marketing.