Research On The Promotion Of CZ Airlines Marketing Ability

Recent years,CZ Airlines(CZA)freight volumes have declined trend,the current situation of the customer loss gradually increased,the company entered the bottleneck in the operation and development period,with the increasingly fierce competition in the industry,market development costs gradually expand,the domestic and foreign economic development speed of logistics demand is higher and higher,which makes the development of logistics enterprises is full of opportunities and challenges.CZA should take more effective marketing capacity countermeasures,so as to reverse the current passive situation.Based on the theory of marketing ability analysis and hierarchical analysis,with CZA for reference,the current situation of enterprise development in combination with the current on the analysis of the external market environment,at the same time also has carried on the system analysis of internal resources,and to further find out the company’s marketing ability of the existing problems and causes,and put forward the corresponding strategic adjustment scheme optimization,It points out the direction for the case company to gain a more competitive position in the market.To be specific,this paper first summarizes the research background,research significance,research purpose,research ideas and methods.Secondly,on the basis of summarizing relevant theories and concepts,the case of CZA is comprehensively analyzed in terms of its internal and external environment as well as SWOT,and by analyzing the factors that affect the marketing ability of the case company,a comprehensive evaluation system of marketing ability is designed.Then,this system is calculated in detail to evaluate the status quo of CZA’ marketing ability.Finally,according to the results of the analysis,the countermeasures of marketing ability are put forward.This paper mainly combines the questionnaire method,analytic hierarchy process and comprehensive evaluation method to evaluate the case company’s marketing ability,analyzes the present situation of the enterprise,the internal and external environment,put forward countermeasures for CZA marketing ability of ascension,and mainly from business marketing strategies,enterprise product from three aspects,such as service level,management level to take specific measures: Strengthen air cargo marketing strategy;Develop special product business;Upgrade high-end products and services;Strengthen the team construction,cultivate supply chain talents;Increase the reputation of the enterprise;Optimize the organizational structure of the company and set up the logistics strategic management department;Strengthen internal management and cost control;Shaping innovative corporate culture,etc.