Research On Air Asia Marketing Strategy In China

According to IATA data,the net profit of the global air transport industry in 2019 will reach US $25.9 billion,making profits for the tenth consecutive year.According to the global air passenger demand statistics,the Asia Pacific region is the core region of the future aviation industry growth,in which the international and domestic tourism demand with China as the hot spot continues to promote the development of the aviation industry in the Asia Pacific region.With the opening process of China’s aviation rights accelerating,more and more foreign airlines begin to set foot in China’s aviation market.Air Asia began to enter the Chinese aviation market in 2005,and gradually won the recognition and trust of Chinese consumers with the business philosophy of "low-cost(low-cost)aviation".It is the best foreign airline in the domestic market.As a low-cost(low-cost)airline,it is mainly through reducing operating costs to achieve relatively low fares,high occupancy rate of the operation mode to achieve profit growth.Skytrax has been named the world’s best low-cost airline for 10 consecutive years from 2009 to 2019.This award includes the best low-cost airline in the world,Asia and Southeast Asia.This paper takes the marketing strategy of Asian airlines in China as the research object,uses the theoretical knowledge and marketing model learned in school,analyzes the internal and external marketing environment of Asian airlines in China,analyzes the problems existing in the marketing strategy positioning and marketing mix strategy of Asian airlines,and puts forward suggestions for improvement,so as to provide reference for the marketing strategy of Chinese airlines To improve the application level.The main content of this paper is divided into five parts.The first part shows that it takes the research of Asian airlines’ marketing strategy in China as the breakthrough point,and tries to deepen the analysis of the internal motivation of Asian airlines’ marketing strategy and strategy choice,so as to summarize the experience,which has far-reaching guiding significance for Chinese airlines in developing the international market.The second part summarizes the marketing strategy of Asian airlines s The third part uses pest,Porter’s five forces model and SWOT strategic analysis model to analyze the marketing environment of Asian airlines in China.The fourth part analyzes the problems and causes of Asian airlines’ STP marketing strategy and 4P marketing mix.The fifth part puts forward suggestions for improving the STP marketing strategy and 4P marketing mix of Asian airlines.