| In recent years,with the rise of China’s economy,China’s media industry has developed rapidly.The media industry has developed into a relatively complete industrial chain covering resources supply support,product service production,marketing,derivative product production,information research feedback and other industries.The overall layout of the long-term development of the media industry and the continuous deepening of the reform of industrial policies have laid the institutional foundation for the future development and prosperity of the media industry.In recent years,a large number of traditional media enterprises have completed or are restructuring,and their operation mechanism has become more market-oriented.As a result,the media industry has gained greater space for free development.With the development of China’s civil aviation transportation industry and media industry,aviation media industry,as an important branch of the media industry,started late but quickly occupied the market with its unique industry characteristics and competitive advantages,showing a great market development space and competitive advantage.The in-flight media of aviation media mainly include in-flight magazines,airframe printing,in-flight CLOSED-circuit TELEVISION,tablet computers,tray tables,seat headscarves and other in-flight facilities media,while the airport media involves LED screens,wall light boxes,digital displays,outdoor high columns and so on.Aviation media industry is generated by the convergence of the media industry and aviation industry,and its format is increasingly rich.For enterprises controlling this resource,how to deal with the rapidly rising competition of various new media and how to make effective use of this media resource have attracted much attention from the industry.Paper using the research methods such as induction and case analysis about the present situation of YD company aviation media market marketing strategy is summarized,and through the actual information research,clarify the problems of YD aviation media company marketing strategy,so far,the market environment faced by the firm in-depth analysis,in order to make clear the investment strategy of the company’s future direction.On this basis,SWOT analysis is used to clarify the company should implement the turnaround strategy.Guided by the strategy,this paper makes an in-depth analysis of the company’s audience market,thus establishing the clear challenger market positioning of YD aviation media.Close around the company’s market positioning,developed YD company’s marketing strategy.Through the research on the aviation media marketing strategy of YD company,it is believed that aviation media must first carry out a clear and clear market positioning,and finally determine its market positioning through in-depth consideration of the market segmentation of audience characteristics and target market selection based on the advantages of aviation brand.At the same time,it is necessary to make good use of marketing and adopt products,prices,channels and promotion strategies under the guidance of market positioning to effectively enhance the overall value of aviation media and promote the growth of company benefits.This study provides useful marketing strategies for the development of aviation media industry.In the era of the rise of new media,it has certain theoretical research significance and practical reference value for airlines to effectively utilize their own media resources and achieve new breakthroughs in enterprise development in the competition. |
