Research On Marketing Strategy Of KM Aviation Business Purchase Air Ticket Project

Given the requirement to strengthen the management of the purchase of official air tickets,state organs,public institutions and organizations at all levels of staff and other personnel to use fiscal fund to buy tickets for the discharge of official duties for domestic travel,temporary go abroad to buy the ticket on business shall purchase Chinese airlines official discount tickets via government procurement in accordance with the principle of saving and support the development of the domestic airlines,so the independent business purchasing ticket market arises at the historic moment.Against the intricate civil aviation market,the emergence of new policies and new markets is both an opportunity and a challenge for airlines.In view of the high proportion of high-value customers in the official ticket market,its price insensitivity has become the driving force for airlines to strive for official passengers,and how to improve service quality to enhance passenger stickiness has also become the focus of research.Based on the related theories of service marketing,this paper probes into the service marketing strategy of KM airline's official purchase air ticket project,combining with the current situation of airline operation and the characteristics of official passenger.This paper also analyzes the current situation of the project to find out the problems and put forward the corresponding feasible suggestions and strategies to enhance the competitive advantage of the project.The main conclusions are as follows:1.The volume-price relationship of the official ticket market is different from that of the ordinary ticket market,and the increase of the ticket price is conducive to improve the project profit;2.Airlines can effectively expand market capacity by providing differentiated services,adjusting route network layout and flight schedule,and matching consumption characteristics of civil servants.3.By increasing the proportion of high-value customer channel sales promotion fees,airlines can effectively raise the fare level;4.The improvement of airline service quality and process management is the core of the project.