Study On The Optimization Of Marketing Strategy Of W Airport VIP Services Company

W Airport VIP Services Company is a professional organisation providing civil aviation ground VIP hospitality services in W City Airport,with a 17-year history of development.Since 2016,the company’s revenue has been hit hard by a series of shocks such as the withdrawal of bank titles,the massive loss of personal VIP card customers and the divestment of first class business by airlines.The author believes that the key to business breakthroughs lies in a clear understanding of marketing issues and effective solutions.This paper focuses on W Airport VIP Services Company,using literature research method,questionnaire method and SPSS as a mathematical and statistical tool,through a combination of qualitative and quantitative research methods,firstly,review the STP theory and 4P theory,and review the current situation of domestic and international research on this topic;then give a brief introduction to the company and its current marketing situation in the context of the marketing environment in which W Airport VIP Services Company operates.Afterwards,the company’s marketing strategy is analyzed in terms of the four dimensions of the 4P theory,and the causes are analyzed.Finally,improved marketing strategies for W Airport VIP Services Company,as well as the necessary organisational,human and process safeguards will be given.This paper attempts to solve the problems in the marketing management of W Airport VIP Services Company,providing strategic support for the company to find new business growth opportunities and cultivate core competitive advantages,and also hoping to provide new ideas for the optimal development of the business of similar airport VIP companies and the civil aviation VIP service industry in China.