A Study On Consumer Preferences For Non-flight Products Launched By Airlines

Alone with the development of the global economy and the tourism boom,the aviation industry has ushered in major opportunities and challenges.More and more private aviation and low-cost aviation have flooded into the market.The rapid development of ground transportation has diverted some passengers and made the airline competition become more fierce.In order to attract more passengers,many airlines are changing their operation model with consumers as the core.Although the research on airline value-added revenue is the hot spot in recent years,there is less study on how the airlines shall launch non-aviation products based on the consumer consumption behavior pattern.To design a non-aviation products which meet the needs of consumers and increase the airlines`s revenue,we need to make comprehensive study on the behavior pattern of those consumer who is willing to by non-aviation products.And the consumer preference research is the foundation of the research.First,defines and describes the concept of non-aviation products introduced by airlines,and analyzes and summarizes various factors that affect consumers to purchase non-aviation products launched by airlines based on consumer purchase preferences and consumer behavior theory.Secondly,base on the questionnaire,the paper analyzed the commonality of the preference of consumers who purchase airline`s non-aviation products and difference among the consumers.Thus the paper concludes the features of the behavior pattern of consumers purchasing the non-aviation products: commonalities and differences;emphasize on right timing and convenience;prefer to buy on board and prefer more interaction;will select products with airline`s unique features;pay more attention to travel experience instead of the transportation itself and the requirements are more and more diversified;the products shall be safer and better;consumption pragmatism,purchase rationalization;prefer high-technology and high-qulaity products.Finally,based on the consumer's preference for non-aviation products launched by airlines,the paper gives some suggestions on the future development,market segmentation and positioning of airline`s non-aviation products.The paper put forward the “4P Marketing Strategy” and suggestthe airlines shall establish a complete value-added service pricing system,create a individualized brand image,using IT system to build healthy incentive system and a differentiated operating model to achieve the purpose of enhancing the profit value of non-aviation products.