Research On Marketing Strategy Of African AC Airlines In China

Since 2009,China has been the largest trading partner of Africa for eight consecutive years,the investment amount from China to Africa has passed over 100 billion US dollars,and more than 3,100 Chinese companies are investing in Africa,with projects located in 53 countries or regions.Up to 2016,the China-Africa trade volume has reached 150 billion US dollars,and the number of bilateral air passengers has reached 1.8 million,and with a continual annual growth rate of 15-20%,it is expected to reach 3.5 million by 2020.As of 2016,16 airline companies have opened China-Africa routes.With the rapid development of China-African flight routesand fierce competition on the market,AC African Airline must analyzes,research and develop appropriate marketing strategies in the China market to securities current position.Based on the classic marketing theories,this dissertation starts with introducing the trend of China-Africa trade development and the status of China-Africa flight route market,providing a large amount of background data,and mainly focuses on the analysis factors of bothrelative macroeconomic and political environment and industry environment which includes competitors,new entrants,etc.This dissertation alsoanalyzes the current marketing strategy of AC Airlines,as well as the advantages and disadvantages of AC Airlines and its competitors based on large amounts of data and comparison.In the end,with the guidance of relative marketing theories,this dissertation has developed a new marketing strategy to help AC airline continue to secure its leading position in the market,and improve its operation performance.