Research On The Optimization Of Marketing Strategy Of Air Passenger Service In Company A

China’s civil aviation industry is an important part of the national economy,fully demonstrating the country’s comprehensive strength and modernisation level,and is of strategic importance.Although the civil aviation industry is susceptible to macroeconomic fluctuations and the international situation,it is generally developing in a healthy manner.Looking back at the past 13 th Five-Year Plan,China’s economic strength,technological strength and comprehensive national power have leapt to a new level,and it has also been a glorious period for China’s civil aviation with the best safety record,the greatest development growth and continuous improvement in operational efficiency and service quality.Company A is an enterprise directly under the State-owned Assets Supervision and Administration Commission with large assets.After more than 30 years of continuous development,it has now become one of the leading enterprises in China’s civil aviation transportation industry.With the advent of the service economy,the domestic passengers’ consumption concept has changed,and the requirements for airline products and service quality have increased accordingly.Through the analysis of the current situation of Company A’s marketing strategy and market questionnaire survey,it is found that Company A’s products have problems such as lack of attractiveness,low cost performance and insufficient publicity,etc.It is proposed that product development should be based on passengers’ needs;pricing should be made according to passengers’ different characteristics and corresponding services should be provided;the quality of product publicity content should be improved and communication channels should be broadened.It is hoped that through the exploration of this paper,the theory can be more effectively applied to the daily work of Company A,helping the company to gain more competitive advantages in the market in the future,and also hoping to provide a kind of reference ideas and methods for other companies in the industry.