A Study On The Service Marketing Strategy Of CS Airlines In Sino-Europe Passenger Transportation Market

As one of the three major state-owned airlines,CS Airlines has made "building the world's leading air transport enterprise with global competitiveness" as the company's latest mission according to the recent trends in the industry and the company's own positioning.The Sino-Europe civil transport market is of great significance to CS Airlines.However,the company's operation in this market is far from satisfactory with under performed results both in transport capacity and market share and the fact that the company's Sino-Europe routes are lossing money for years.This has drageed down the overall profitability of CS Airlines and hindered the company from achieving its new mission.Meanwhile,according to passengers' feedback,CS Airlines has not done enough in the Sino-Europe market in terms of service.These issues have attracted the attention of the company and it has decided to innovate its marketing effort,improve the marketing quality and help the company to win a bigger voice in the Sino-Europe air transport market through the optimized marketing strategies.Based on the concept that "the air transport is all about service," this paper,developed on the service marketing theory,tries to find the solution.It first analyzes the marketing environment that CS Airlines faces in the Sino-Europe market by analyzing the internal and external environments as well as the competitive environments,and then applies SWOT tools to summarize the internal and external environments that CS Airlines has to deal with in the Sino-Europe maket.Second,it studies the passenger demand in the Sino-Europe market from two aspects of sales and passenger feedback.On this basis,by comparing the status quo of seven aspects of CS Airlines' service marketing in SinoEurope market,the paper points out problems existing in CS Airlines' service marketing are the extensive marketing management and the unsystematic marketing activities,and proposes targeted improvement suggestions toward marketing strategies and service marketing mix.It provides practical values for CS Airlines to improve its service quality and operating performance in the Sino-Europe market and also provides a good reference for CS Airlines in other international transportation markets to improve its marketing strategies.