Study On Marketing Strategy Of Shanghai Juneyao Airlines

With the continuous development of air transport industry,the competition between airlines and other modes of transport is becoming more and more fierce.Especially private airlines have a weak competitive advantage in the market.Private airlines are an important part of China's civil aviation transport industry.Therefore,it is of great significance to study the development and operation of private airlines.It is only conducive to the further development of private airlines,but also conducive to promoting the transformation and adjustment of China's economic structure.In view of the above factors,this paper takes Shanghai Juneyao Airlines,the representative of private airlines,as the main research object,to analyze the problems existing in the marketing service process of Shanghai Juneyao Airlines,and put forward corresponding countermeasures to solve these problems,so as to further improve the unfavorable situation of marketing of Shanghai Juneyao Airlines and promote the development of Shanghai Juneyao Airlines.This paper takes Shanghai auspicious airlines as the research object.Firstly,it introduces the writing background,writing significance and research methods of this article,and introduces the research status of airline marketing at home and abroad.Secondly,it introduces the marketing STP theory and 4PS marketing theory related to this article,which lays a theoretical foundation for the follow-up writing of this article.The third part is Shanghai auspicious airlines.Auspicious Airlines marketing environment analysis,introduced the situation of Shanghai Auspicious Airlines,and then used PEST analysis method to analyze the marketing environment and external strengths and weaknesses of Shanghai Auspicious Airlines.In order to find out the specific marketing environment and marketing problems of Shanghai Juneyao Airlines;the fourth part,based on the 4PS theory,analyses the current marketing situation of Shanghai Juneyao Airlines,and finds that the product structure of Shanghai Juneyao Airlines is unreasonable,unable to meet the needs of competition,the product types are abundant,and the products are individualized and not differentiated.Sufficiently,the added value of products is not high,and the passenger experience still needs to be strengthened;there are some problems in pricing strategy,such as not meeting the requirements of refinement enough,judging mostly depends on subjective experience,pricing strategy is single,and is accustomed to price following strategy;there are problems in marketing channel construction,such as too much dependence on distribution channel,need to improve the direct selling ability of enterprises,and maintenance of distribution channel.The system is not perfect,the incentive measures need to be strengthened,and there are some problems in the promotion concept,such as the lack of promotion concept,the single promotion strategy and so on.The fifth part puts forward specific strategies to solve the above problems from six aspects: products,pricing,marketing,channels,improving cabin service quality and strengthening internal management,hoping to break through the marketing bottleneck of Shanghai auspicious airlines,achieve the growth of marketing share and further promote the development of Shanghai auspicious airlines.