Research On Q Airline Marketing Strategy

Civil aviation passenger transportation industry is an important branch of civil aviation in China,it plays a decisive role in national economy pattern,its development is positively correlated with that of national economy and it also demonstrates some cyclic characteristics.Having overcome all kinds of difficulties in the first stage,China’s civil aviation passenger transportation industry entered a golden era of booming development.As China’s economic development slows down,the downward pressure on civil aviation passenger transportation industry is becoming prominent,among which private airlines is the first to be affected.As is known to all,private airlines characteristics,including high-cost,high-debt and high risk will lead to a lot of resistance during its development and filled with many kinds of setbacks.It is important for private airlines to capture the opportunity successfully,at the same time to develop themselves progressively in the intense market competition of civil aviation is a big challenge facing all private airlines.The 13^thFive-Year Plan is a vital phase of economic construction in China,it is also a transition period to build civil aviation of China from power to strong.As China’s economic development enters a new normal,private airlines shall adjust objectives in their strategy and make some adjustment on marketing strategy to adapt to the national economic cyclicity.This thesis combines regulations and documents on air passenger transportation industry and marketing theory,by taking Q airline as an example,studying its 4 major problems including marketing strategy’s facing with airlines competition,pricing strategy’s lacking of flexibility,customer acquisition’s low precision and outdated customer management methods,and make intensive study relative causes to these problems,namely homogeneous competition in civil aviation passenger transport market,cost control elements,single market channel and underappreciation of new technology like big data.Considering different factors,including:macro-political environment of China,economic environment at home and abroad,environment of technological development and civil aviation developing trend,this thesis points out that under the new normal the effective marketing strategy shall optimize airline management centered on consumer needs to achieve consumer differentiation service,lowering costs and expanding auxiliary marketing to improve commodity price elasticity,broadening marketing channels in multi dimensions,fully leveraging on scientific methods and big data platform to assist client management hence improving core competitiveness,gradually forming an ecosystem that can boost sustainable development of company,namely the marketing strategy of“2C+P+D”,therefore optimizing the market resource allocation of Q airline,facilitating Q airline to transform weakness into strength in market competition of civil aviation passenger transportation,step by step developing and exploring a sustainable reference path for private airlines.