| In recent years,China's civil aviation industry has maintained a good momentum of development.However,due to the less competitive pressure of civil aviation airports in the era of monopoly operations in the planned economy era,concepts like “airports are relatively independent of market competition” and “ Marketing objects of civil airports are mainly aimed at airlines” are deeply rooted.With the gradual change of the aviation market from the seller's market to the buyer's market,it is necessary to start researching and adopting effective service marketing measures to promote the rapid development of civil aviation airports.Based on the detailed research on the domestic and international industries,especially the aviation industry service marketing,this paper uses the PEST analysis,Porter's fiveforce analysis,SWOT analysis and 7Ps service marketing combination analysis to address the current situation of airport service marketing.The objects of analysis include the macro marketing environment such as the political environment,economic environment,social environment and technical environment of J Airport,and the micro-marketing environment such as competition environment,internal resources and capabilities.Finally,based on the results of the analysis,for the product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy,it is proposed to continuously optimize the route network structure and ground transportation,attract more airlines,invest in regional integration,seek government to build airport economic zone,establish strategic cooperation,enrich marketing and promotion methods,improve the quality of employees,refine the flight process,and promote infrastructure construction as soon as possible.This research will not only help J Airport perfect its service marketing strategy,but also provide some effective strategies for the high-quality development of S Provincial Airport Management Group. |
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