| In recent years,with the deepening of globalization,the passenger demand of global aviation has continued to grow,the market capacity of the civil aviation supply side has increased,and the comprehensive benefits of all parties in the civil aviation industry has also steadily increased;The construction of the "Top Four Air Traffic Control" will help my country to leap from a "single civil aviation power" to a "multi-field civil aviation power".Since then,the strategic position of the civil aviation industry has continued to increase.However,when faced with the impact of the increasingly complete high-speed rail network,the outbreak of the new crown epidemic in early 2020,which led to the successive interruption of international routes,and the stagnation of digital marketing technology transformation,the internal and external environment faced by airlines changed suddenly;especially in marketing,the marketing trend based on the sale of pure air tickets under the tier class is weakening;other aspects have also undergone profound changes.Although the "subversion" in 2020 has hindered the development of the aviation industry,it has not hindered the development of NDC（"New Distribution Capability"）.Airlines are accelerating their efforts to subvert the traditional marketing model and improve the flexibility of civil aviation marketing.After the epidemic was brought under control,domestic airlines shifted most of their capacity to the domestic market,forming a new and fierce competition situation in which "supply far exceeds demand".This paper uses NDC as the underlying logic to study the new marketing strategy of airlines.Taking Airline C as an example,although a mediumsized airline has developed for many years,its marketing development model has stagnated.It is hoped that through digital new retail,the revenue management level and overall income of airlines will be improved.Therefore,this paper studies the current civil aviation revenue management and the status quo related to NDC at home and abroad,uses SWOT theory and PEST theory to analyze the internal and external environment of C airline,and examines C airline’s internal and external environment through the framework of 5P＿S marketing theory.The current situation and existing problems of the five marketing strategies of channels,products,pricing,promotion and payment,through the literature,case studies,field surveys,statistical induction and other research methods to optimize the application of new marketing strategies for Airline C Suggestions:optimize mixed sales channels,digital transformation is compatible with multiple technical channels,establish management channels centered on user needs,the main product air tickets will be based on the stock,advocate the diversification of additional products（or services）,encourage the opening of dynamic pricing,Service quality management can break away from the PDCA model,promote the transformation of membership management to user operation,and pay more attention to the payment link.Among them,the current pricing model and product strategy are explained with emphasis on revenue management theory.On the one hand,this article has the significance of reviewing and reviewing the current level of airline revenue management;on the other hand,the epidemic has caused several new contradictions in the current civil aviation management practice,which can be summarized into two points for airlines: Revenue management and new retail,NDC is an excellent start as a new marketing strategy for the macro air travel overall situation,and it is also a new marketing technology that can provide a combination of "offer optimization" and "order processing",which will help airlines transform from the industry change and benefit from it.It is hoped that this paper can provide some reference and practical guidance for the decision-making of the new marketing strategy of Air and contribute a little to the sustainable development of the company. |
