Research On Marketing Strategy Optimization Of "Smart Economy Class" In Lanzhou Business Department Of HNA

With the sustained and stable development of China’s economy in recent years,the market demand has become increasingly strong,and the income level of residents has also maintained a stable improvement.Moreover,under the one hand policy of one belt,one road,the development of China’s civil aviation industry is in good condition.With the growth of the number of passengers,the requirements for civil aviation services are diversified.Major airlines see this,and after market segmentation,they launch products between first class,business class and economy class.The price of such products is higher than that of ordinary economy class,lower than that of business class and first class,and the service is only better than that of ordinary economy class.Hainan Airlines launched the "smart economy class" product in 2017 according to its own situation and industry trend.This paper takes the marketing strategy of "smart economy class" products in Lanzhou business department of HNA as the research object.Firstly,on the basis of consulting the domestic and foreign research literature on medium and high-end economy class in recent ten years,combined with the local market environment of Gansu Province and the actual situation of Lanzhou business Department,this paper analyzes the marketing status of "smart economy class" products in Lanzhou business department.Secondly,the paper analyzes the marketing environment of "smart economy class" products of HNA Lanzhou business department by using pest,Porter Five Forces Model and SWOT analysis method.Thirdly,the questionnaire and interview outline are designed and distributed,and the statistical results are statistically mined.Under the guidance of STP market segmentation theory and 7PS marketing theory,the complete analysis of Lanzhou Sales Department’s "smart economy class" product marketing strategy is completed,and finally the improvement suggestions based on 7PS marketing theory are formulated.Finally,the paper puts forward three safeguard measures based on personnel guarantee,system guarantee and technical guarantee.First of all,the significance of this paper is to develop an optimized marketing strategy for "smart economy class" products,which is more in line with the actual situation of Gansu market.This is helpful for enterprises to continuously segment the market under the pressure of diversified passenger demand,provide differentiated products in line with their own characteristics with the marketing concept of continuous innovation,and seek new profit growth points and profit space.Secondly,in the case of serious homogenization of high-end economy class products of the same type in the market,we should start from meeting the needs of different customers and formulate differentiated marketing strategies,so as to enhance the market competitiveness of products.