The Strategy Research Of Developing China's Market Of Japan Airlines The Strategy Research Of Developing China's Market Of Japan Airlines

Thanks to the development of global economy in recent years,people's living standards continue to improve.Therefore,consciousness on overseas travelling consumption has changed a lot.Especially,China's rapid economy growth boomed Chinese overseas tourist from 30 million in 2016 to 130 million in 2017,developing so fast and heading the list of overseas travelling all over the world.Among the travelling destinations,Japan has always been the first choice of Chinese tourists.The enlargement of the economic cooperation along with the implementation of a looser visa policy is bringing the two countries a stable and solid development in relation.What far,the demand of the civil aviation transportation industry has also been boosted.According to statistics,5 million people travel by air to Japan every year.For the civil aviation industry,the common development of the two countries also contributed to the airline's profit growth at the same time.This article focuses on Japan Airlines and its developing strategy in China.I'll start from mass analysis such as the political environment;economic environment etc,including an overall analysis on the external environment such as competitors and marketing demands;to a deep understanding on the resource and abilities of Japan Airlines from the very inside.Finally,through,the SWOT analysis,PEST analysis,STP analysis and 4Ps analysis,I would like to raise questions and challenges the company is now facing and put on suggestions for the company's marketing strategy,aiming on improving the marketing ability in China.