Marketing Strategy Research Of The CAC Company Get Into The Civil Aviation Maintenance

The civil aviation maintenance has been fast developing due to the fast development of world air transportation,especially that of china.The CAC company has touched the civil aviation maintenance in the 1990's,But,Influenced by the long existing planned economy,The CAC company is in the competition situation characterized with small scope and less benefit and small market share.The famous factories in the civil and the OEM will set up their joint ventures or whole investment factories in China,The prospect of the CAC is somewhat poor.This article will focus on how the CAC cope with the challenge.By discussing the history of aircraft maintenance overseas as well as at home,analyzing the inner and outer environment of the CAC company get into the civil aviation maintenance.Confirm the environment situation of the CAC company.By SWOT analysis,Knowing the advantage and disadvantage,opportunities and challenges of the CAC company.Made the four kinds of strategic situation and 4PS strategy.Improve the 4PS strategy and carry out marketing innovation to change the bad situation,to cope with the violent competition and to enlarge itself.This paper research result mainly display in:(1)Starting from the present situation of domestic civil aircraft research,Analyzes the external macro environment and the advantages and disadvantages of the CAC company involvement in civil aircraft maintenance,SWOT design was carried out,Based on this,the strategic objectives of the CAC company are put forward.(2)Based on the actual situation of the company,4PS marketing strategy for the maintenance of civil aircraft is developed.(3)To the CAC company's current management system mechanism and implementation and control of marketing strategy,The solution to the effect assessment and continuous improvement is put forward,and the monitoring and safeguard measures are strengthened.