| According to relative statistics,the air passenger traffic of the whole global in 2018 reached a new height.With the ever deepening reform in Chinese civil aviation market and the rapid increasing of its market size,China has become the second largest civil aviation market in the world,broadening vast market opportunities for domestic airlines.However,facing to a great number of problems,such as the impacts from oil price rise,the development of high-speed rail,and the entry of foreign airlines,the competition in domestic civil aviation market is getting intensified day by day.Therefore,how to stand out from the fierce competition and grasp adequate market share has becomes a major issue for civil aviation enterprises to tackle.During recent years,the service marketing has been playing an increasingly important role in airline marketing.But in China,the development of service marketing was started late,so that the Chinese airlines still seem lagged behind no matter in operation management aspect or service level compared to foreign airline.As an important composing part of aviation services,the passenger service is facing a situation of low customer loyalty and low satisfaction.Therefore,the methods of improving service marketing and building the core competitiveness of enterprises have become the magic weapon for airlines to develop customers,attract customers,and build up their brands.DF Airlines passenger service marketing was taken as the research object in this study to analyze by relative marketing theories.The research was conducted by means of collecting related data of DF Airlines,consulting relevant literature,and comparing and analyzing with data of the same industry.This paper consists of six parts.Part-1 describes the significance and background of the research,clarifies the research objects and methods,introduces the research contents and the overall research framework;Part-2 is the review on relevant theories and literature review,which takes previous theoretical literature as the basis to sort out existing research findings,and introduce the research progresses of both home and abroad on passenger service marketing of airlines;Part-3 analyzes the DF Airlines passenger service marketing environment,conducts internal and external environments analysis for DF Airlines,and makes clear about the advantages and disadvantages,and the opportunities and threats of the company by SWOT analysis method.Part-4 describes the current status and problems of DF Airlines passenger service marketing,which mainly concerns the analysis on the status and problems of DF Airlines passenger service marketing;Part-5 proposes the strategic improvement solution for the marketing of DF Airlines.And Part-6 shows the conclusions of this study.In this paper,under the guidance of relative service marketing theories and combining with advanced practice experience of the same industry,the service marketing strategy appropriate to DF Airlines was formulated by analyzing the abundant of problems existing in the DF Airlines passenger service marketing,to improve the service marketing level of DF Airlines,create the core competitiveness of the enterprises,and consolidate the foundation for enterprises to develop customers,attract customers,and build up their own brands. |
