Research On The Optimization Of Marketing Strategy Of TX Airlines

With the gradual development and growth of China's air passenger transport industry,the increase of domestic and international routes,the rapid expansion period of air passenger transport,the change of air policy agency fee,the convenient use of e-ticket,breaking the traditional marketing mode,lead to the upgrading of ticket sales competition between various types of air services and companies with aviat ion service qualification,and the pattern of air ticket sales mode has changed.TX Air Travel Gro up Co.,Ltd.has the qualification of integrated tourism and aviation services.In the face of industry changes,intensified competition and the rapid development of Internet related technologies,the company's original marketing strategy and scheme can not fully adapt to the current market competition environment,and the company's development is facing difficulties and challenges.This paper takes TX air travel group company's marketing strategy and scheme as the main research object,studies how the group formulates the service marketing strategy in line with the company under the new market pattern,and enhances the group's competitive strength.This paper uses PEST method to analyze the macro environment of enterprise operation,This paper a nalyzes the industry competition environment through Porter's five forces competition model,analyzes the internal strengths,weaknesses,external opportunities and threats by SWOT method,and designs a consumer led marketing strategy for the group in terms of product,price,channel,promotion,personnel,tangible display and service process by using the 7PS marketing mix theory,and at the same time,formulates the guarantee business Marketing strategy implementation measures.This paper studies the marketing strategy of TX Air Travel Group Co.,Ltd.and tries to solve the practical problems in enterprise marketing,which has certain practical value and operability,and also has industry reference value.