Research On Optimization Of Passenger Service Marketing Of N Airline

Passenger transport is an important part of domestic air transport.With the continuous development of domestic air transport in recent years,the proportion of passenger transport is higher and higher,but the corresponding improvement of service quality lags behind,the overall customer satisfaction is low,and the brand stickiness of airlines is low,which seriously restricts the sustainable development of domestic aviation.In this situation,we need to constantly improve the level of service marketing in order to improve market satisfaction,enhance user stickiness,and realize the sustainable development of domestic aviation industry.At the same time,it is also of great significance to the fullness of domestic service marketing related theories.Air transport is different from other service industries.As a long-distance transport service,the development of civil aviation in the past one or two years has been seriously restricted by the policy differences of provinces under the background of the epidemic and the restrictions of inter provincial tourism.Other industries are warming up one after another in the post epidemic Era,and the civil aviation thawing is slow.With the acceleration of global integration,foreign capital and foreign civil aviation enter China,which further aggravates the competitiveness of domestic civil aviation living environment.The first part introduces the background of this topic and the overall research ideas.The second part summarizes and analyzes the relevant theoretical literature at home and abroad to lay a detailed theoretical foundation for the study of this paper.The third part takes n airline as the research object to explore its service marketing status in recent years.The fourth part focuses on the analysis of N airline service marketing environment,from the macro environment analysis and micro environment analysis.Combining with the above discussion,the fifth part points out the long-standing problems of N airlines in the field of service marketing,such as: the advantage of differentiated characteristic service is not obvious,pricing strategy is lack of scientificity,excessive reliance on agency channels,single promotion form and insufficient investment,etc The cost of channel maintenance and management is high,and the effect of promotion stimulation is small;The sixth part,combined with 7p analysis method,based on the product,price,service and other aspects of N airlines,explores the strategies to improve the service marketing level.The seventh part summarizes the content of the full text and looks forward to the development of N airlines in the future.