The Analysis Of H Airline Marketing Strategy

With the rapid development of aviation industry economy,the considerable demand for air transport brings unprecedented opportunities to civil aviation.Driven by the national and local polices,numerous airlines have joined in the competition,and hence the domestic aviation market became a more complex competitive environment.As a leading private airline in China,H Airline continuously occupies the Chinese civil aviation market with a huge market share,only behind the three state-owned airlines.However,it is difficult for H Airline to response to the changing market with the existing marketing strategies,considering the phenomenon of growing competition,soaring oil prices,the impact of high-speed railway and frequent flight accidents.In addition,the increased low-price competition,the serious homogenization of airline products,the bottleneck of the improvement of passenger service quality and other problems have also impeded the sustainable development of airlines,which issues should be paid much attention to.Taking H Airlines as an example,this paper dissects its marketing status,analyzes its problems and causes,and then offers feasible suggestions for its further improvement on this basis.The first two parts apply the PEST and Michael Porter's Five Forces Model to analyze the macro environment and industry environment of H Airline.The 7Ps theory is then adopted to discuss the current marketing strategies of H Airlines from the aspects of product,price,place,promotion,people,process and physical evidence.Based on the analysis of the present situation,this paper concludes the facing problems in current marketing strategies: the lack of product differentiation,the imprecise pricing strategy,the over-reliance on the single marketing channel,the outdated promotion idea,the insufficient training motivation of employees,the incomplete promotion process and the uncomprehensive physical display.After analyzing the possible causes of these issues,the corresponding suggestions are offered,including that H Airline should improve the frequent passenger program based on the younger trend of civil airlines market,adopt dynamic pricing methods to meet the frequent market fluctuations,strengthen the control of marketing channelsand enhance the ability of direct selling,reinforce the pertinence of promotion based on the analysis of market segments,encourage the training awareness of the staffs and provide more chances to their study,handle passengers' feedback with timely and effective initiatives and induce more innovation in the physical display.At last,in order to ensure the implementation of the suggestions,the supporting measures are given,such as the corresponding adjustment of the company's internal system,the plan of talent training and the service experience improvement assurance.Through the in-depth analysis and research on the existing marketing strategies of H Airline,this paper aims to have referential value for H Airline and other airlines.It provides new ideas for airlines to broaden their current marketing strategies,which is helpful to get rid of the circumstances of product homogeneity and the vicious competition of low price,and then to resolve the dilemma faced in the further development.