Research On Passenger Service Marketing Strategy Of Shenyang Taoxian International Airport

With the economic take-off in China and the expansion of international exchange,civil aviation transportation industry has become an important communication bridge for people-to-people contacts.Airport has become an open-door trading port and a window of cultural exchanges to the outside world.At present,the backwardness and hysteresis in service awareness,service mode and service quality of our domestic airports make it more and more difficult to meet the increasing of passengers’expectations on service.Taking Shenyang Taoxian International Airport as the research object,this paper explains objectively and scientifically the current situation of airport’s passenger service and analyzes the service marketing situation of Shenyang Airport,finds out the existing problems and proposes effective solutions.The content includes:making a brief description of the basic situation of Shenyang airport.Next then,PEST analysis method and the Michael Porter’s Five Forces Model will be used to analyze the external macro environment and the internal environment of its passenger service maketing.Following by a intregrated introduction of Shenyang Airport’s passenger service process,service evaluation,service personnel and administrative mechanism,with which we can find out the problems and deficiencies of its current passenger service maketing.Finally,by utilizing various scientific research methods,including 7Ps marketing strategy(product strategy,pricing strategy,place strategy,promotion strategy,participant strategy,process strategy,and physical evidence strategy),plus multiple service quality related theories,such as service profit chain theory,service quality gap model and service recovery theory,etc,some service improvement measures witch suit for Shenyang Airport would be put forward,and effective passenger service marketing strategies would be developed.Those service marketing strategies,like guiding principles,can make the airport discover its strengths,weaknesses,and core competitiveness.Therefore,they can help the airport to optimize its whole service management chain on the most basic level,to create a better and humanized passenger service atmosphere,to promote a transition from passive service to proactive service,thereby enhancing its comprehensive service capability and competitiveness.All in all,I believe this paper would provide effective reference for improving the passenger service quality of Shenyang Airport and help the Airport to accomplish a great qualitative leap.