| At present,China’s civil aviation industry is constantly developing,and the airport VIP service industry is gradually maturing,but some problems are still exposed.Specifically for the DR company,the company not only has to face increasingly fierce competition in the industry,but also has to deal with various dilemmas it is facing,such as lack of resources,saturation of local markets and service products,policy risks,etc.How to formulate a set of targeted marketing plans in accordance with its own characteristics,on this basis,to continue to expand the market and stabilize it is the foundation of the company’s long-term development.This article takes into full consideration of the current development of the domestic aviation market and the relevant airport VIP companies to take the marketing plan,actively introduce a suitable service marketing concept and DR company’s existing airport VIP service specific conditions,and put forward a suitable proposal for the company Long-term stable development service marketing plan.Firstly,this study describes the background,significance,research status at home and abroad,related concepts and basic theories.The contents and methods of this study are explained,the innovation of this paper is pointed out,and the theories of VIP service,service marketing,service quality and service marketing strategy are introduced in detail.After that,it analyzes the current situation,problems and marketing environment of Dr company’s airport VIP service marketing,introduces the current marketing strategies and achievements of Dr company’s airport VIP service,carries out marketing5 gap model analysis through SERVQUAL scale survey,and uses PEST analysis,Porter five force model analysis and SWOT analysis to analyze the marketing environment of Dr company’s airport VIP service,and determines the marketing strategy 。 Finally,the STP analysis of Dr company’s airport VIP service is carried out and the service marketing strategy is put forward.The strategy is put forward from seven aspects: price,product,promotion,channel,personnel management,tangible display and service process.The implementation guarantee is explained after evaluation.Through the research in this article,I hope to effectively solve the problems of DR VIP airport service,enhance the service level,enhance its competitive strength,and promote the sustainable development of DR company.At the same time,it also providesa certain reference for the airport VIP service marketing of other companies in the civil aviation industry. |
