A Study Of Baiyun Airport Culture Airport Brand Positioning Tactics

With the development of economic globalization in the past decade,the construction of airports around the country has accelerated,and regional competition in the airport industry has become increasingly fierce.In the face of competition,Guangzhou Baiyun Airport has tried to build its own unique airport brand since 2015,but the brand marketing effect is not satisfactory,and cannot leave a clear brand image for passengers.In view of this real marketing problem,this paper conducts a detailed and in-depth study on Baiyun Airport brand positioning strategy,analyzes its brand identity design,brand positioning and brand image problems,and proposes to reshape Baiyun Airport's cultural airport brand positioning strategy with Lingnan culture as the core.The research of the thesis is divided into six parts.In the first and second parts,the thesis mainly analyzes the significance of the establishment of airport brands and introduces the brand theory related to the introduction;The third part introduces the background,competition pattern and development status of Baiyun Airport;The fourth and fifth parts analyze the brand image and competitors of Baiyun Airport.Among them,the brand image was analyzed by 419 questionnaires.The questionnaire was formulated according to the brand positioning theory.The survey targets the passengers who used the Baiyun Airport.According to the analysis of the competitors,five domestic and foreign airports will be selected as the main competitors according to the regional situation of Baiyun Airport.By comparing with each other,POP(Point of Parity)and POD(Point of Difference)will be found.The sixth part and conclusions will combine the fourth and fifth parts of the analysis and refinement of the characteristics of Guangdong Lingnan culture and the spirit of Guangzhou humanity to establish a clear “cultural airport” brand identity system and brand positioning for Baiyun Airport;Through the analysis and research of this paper,I hope to provide implementation direction and reference significance for the brand building of Baiyun Airport and other airports.