| With the thorough reform of the civil aviation market and the rapid expansion of market scale,China has become the world’s second largest civil aviation market,and domestic airlines have welcomed broad development space.However,due to the severe homogenization of routes and service products,the civil aviation industry lags behind product quality improvement,which seriously restricts the sustainable development of civil aviation in China.The COVID-19 epidemic that swept the world in 2020 led domestic airlines to turn to the domestic market,gradually forming a domestic circular aviation pattern,which has brought more significant competitive pressure to the development of China’s aviation industry.At the present stage,airlines should adapt to the development of The Times,change their marketing ideas,innovate in core products and extended service products,and seek market breakthroughs.The research object C airline is one of the three major state-owned airlines.Its passenger traffic,route layout and profitability are not as good as the top two airlines.Moreover,compared with other small and medium-sized private enterprises,they lack flexibility in the face of market changes.The above reasons led to the "increase in quantity and decrease in quality" of Air C airlines.Timely adjustment of product marketing strategies and enhancement of comprehensive strength is of great significance for the long-term development of C Airline.Based on the theoretical knowledge of marketing,this paper conducts research by collecting data information on C airline,consulting literature and issuing questionnaires.Firstly,the PEST analyzes the internal and external environment and the competitive pattern of C airline at the present stage to identify the company’s strengths,weaknesses,opportunities and threats.Secondly,combined with the questionnaire results,the target market should pay attention to three dimensions:young and middle-aged,business,and leisure travel.Furthermore,the airline C products marketing strategy analysis of existing problems at present found that C airlines have additional product differentiation deficiency,unreasonable pricing mechanism,confusion of sales policy,and ineffective promotion.These problems result from unclear product positioning,an invalid price control system,and high dependence on a single distribution and promotion way.This paper puts forward the product marketing optimization strategy of C airline.The strategy aims to create characteristic service products and open domestic and foreign tourism markets.At the same time,the information feedback platform is constructed to optimize the pricing mechanism and strengthen cost control.In addition,the strategy indicates promoting the development of direct marketing channels,strengthening the control of distribution channels,enriching the promotion means,and formulating the optimization strategy based on the younger frequent flier program.Finally,the paper puts forward safeguard measures from three aspects: setting up a special fund for service marketing,improving enterprise brand strategy and improving the organizational structure of service quality to ensure the smooth implementation of the product marketing optimization strategy of C airline.The research is conducive to C Aviation to improve user satisfaction,expand the civil aviation market,and maximize the company’s interests.This study explores customer demand-oriented differentiated marketing of the civil aviation market in the current epidemic situation to fill the shortage of current academic research in a specific field.It can accelerate the recovery of the civil aviation industry in the post-epidemic era and create a civil aviation service card with Chinese characteristics. |
