Research On Low Cost Marketing Strategy Of Lucky Air Under The Background Of Strategic Transition

Stable macroeconomic environment and policy support have promoted the development of the air transport industry,while the construction and improvement of high-speed railway and highways have increased competition in the transportation market.At the moment when opportunities and challenges coexist,the low-cost aviation market is developing rapidly.Lucky Air is transforming itself into a low-cost model and carrying out low-cost marketing under this situation.Lucky Air was taken as the research object.Firstly,the background,purpose and significance of the research are introduced.On the basis of summarizing the research status and relevant theories at home and abroad,the low-cost marketing environment of Lucky Air,the opportunities and challenges it faces in the transition period,and its internal advantages and disadvantages are analyzed.Next,combined with the literature analysis method,technology and expert interview to construct the evaluation index system and conduct the questionnaire evaluation,then conducts employee interview evaluation.Finally analyzes the problems and causes of Lucky Air's low-cost marketing.The research results show that the questionnaire evaluation and employee interview evaluation have achieved a good comprehensive evaluation of the low-cost marketing effect of Lucky Air.Finally,based on the research conclusions,combined with the development status of the air transport industry and the latest practice of low-cost marketing,the new design of Lucky Air's low-cost marketing strategy is carried out from four dimensions: product,price,promotion and place.Lucky Air should pay attention to enterprise positioning and brand image building,constantly improve service quality while innovating auxiliary products,adopt comprehensive dynamic pricing strategy and realize effective monitoring of fares.Actively carry out low-cost marketing promotional activities,enrich sales incentives,build high quality official website and mobile client,and promote consumer choice.