Research On The Marketing Strategy Of S Airlines Under The COVID-19 Epidemic

China’s civil aviation industry has seen a remarkable rise in growth due to the swift expansion of its economy.ress.For the past four decades,China’s civil aviation industry has seen a steady and swift growth,propelled by the gradual market-oriented reform.This has been reflected in air transportation,fleet size,route layout,and transportation support,with remarkable accomplishments that have drawn worldwide attention..Since 2020,when COVID-19 was first declared,the aviation sector has been significantly impacted.and the S airline has suffered serious losses.In 2021,although the civil aviation industry gradually recovers,it is still affected by the multi-point spread and local outbreak of the domestic epidemic,coupled with the rise of aviation fuel prices,the operation of s Airlines is still very difficult,even reaching the dangerous situation of insolvency.Under the influence of the normalization of the epidemic situation,in order to improve the current dangerous situation,s airlines should not only strive for state financial assistance,but also change its marketing mode,improve its marketing strategy and improve its profitability.In the opening chapter,the significance and urgency of revamping airlines’ marketing tactics is highlighted by elucidating the research background and importance of the paper;Subsequently,the second chapter introduces the theories investigated in this paper,namely STP theory.In Chapter Three,the macro and competitive environment of s airlines is examined,while Chapter Four delves into the current state of marketing work of s airlines,highlighting its shortcomings.The fourth chapter introduces the current situation of marketing work of s airlines,and points out the shortcomings of marketing work.The fifth chapter finally determines the target passenger group and position in the market of s airlines’ products through the market segmentation,target market selection and market positioning of s airlines,and then gives the improvement suggestions of s airlines’ marketing strategy from the four aspects of products,prices,channels and promotion.