Research On X Airlines Marketing Strategy

Over the past four decades of reform and opening up,China's national economy has developed rapidly.The demand for government affairs,business,tourism and family visits increases fast,which bringing unprecedented development opportunities for the passenger transportation industry in civil aviation.The airlines also grows fast within the development opportunities.As a small and medium-sized airline located in Yunnan Province,the X Airline,there will be a significant problem needs to solve,that is how to correctly mastering the development rules and tendency of civil aviation passengers transportation market,seizing the opportunities of changing marketing mode,meeting the emerging demands of passengers,gaining the advantages during competition and achieving a sustainable development.Referring to the modern marketing theory and combining the development of aviation transportation industry,this paper scans and analyzes the marketing problem of the X airline,including applying the PEST,the Michael Porter five forces model and the SWOT tools to systematically analyzing the external environment,the industry competition,the advantages and disadvantages of the X airline,analyzing the marketing positioning of X airline through market segmentation,target market and market positioning,formulating the marketing strategy of X airline through product,price,promotion,channel and staff,and proposing the marketing supporting measures of X airline through base construction,information marketing,marketing mode,customers caring and value-added services.Through the research on marketing strategy of the X Airline,the main conclusions of this paper are as follows:the X Airline should take the Kunming city as its main operation base,take the advantage of its low cost,target travelers and family visitor who are more sensitive to price,while taking into account business customers.Then the X Airline should establish an idea of centering on consumers,through presenting abundant airline products,expanding extended services,giving dynamic pricing,providing high cost-effective services,building production system,enriching marketing channels and designing marketing strategy.