Research On CL Airlines Passenger Transportation Marketing Strategy

The rapid development of the global economy has come to the world in the era of information.Due to the change of Chinese national policy as well as the limitation of resources and environment,the traditional business mode has been broken.Instead,federation,liberalization and marketization has become the main characteristic of air transport industry which produce fierce competition in the air transport market.With the influence of national policy,such as the "open sky",domestic private airlines appear accordingly.Moreover,they are directly facing the big airlines at home and abroad market competition has become inevitable.In this context,there is a very important practical significance to explore the business strategy of CL airline,by which CL company can understand the complex market situation,Seize the opportunity and gain a firm foothold in the increasingly fierce market competition.This dissertation is divided into four parts.Firstly,it has sorted out and summarized the related theories of marketing which form a solid theoretical foundation of the CL airlines marketing strategy research.Then the basic situation of CL airline will be discussed from the aspects of strategic environment.Thirdly,according to PEST model and SWOT model,a systematic analysis will be carried on its marketing strategy by which the relevant advantages and disadvantages of CL airline will be displayed.Finally,based on opportunities and threats analyzed above,a working marketing strategy will be designed in CL airline future developing path which will offer some new suggestions and ideas for market segmentation,market positioning and target market selection.Meanwhile,it is a hope that this analysis can provide a certain help to other airlines as well as achieve a development in the whole air transport industry.