Research On Marketing Strategy Of HN Airlines’ Distribution Channels In Henan

The market environment and channel marketing status of HN Airlines in Henan Province have changed a lot in recent years:Hainan Airlines Group once occupied the largest share of Henan civil aviation market.Before the outbreak of the epidemic,the annual passenger throughput of Zhengzhou Airport reached the highest 29.13 million person times in 2019,of which Hainan Airlines Group accounted for 33%.The outbreak of the epidemic temporarily suspended the rapid development momentum of Henan civil aviation passenger transport market,including HN Airlines.At the same time,HN Airlines is also facing a greater impact of its own bankruptcy reorganization.HN Airlines’s distribution channel in Henan market has also changed greatly in recent years.With the vigorous development of Ctrip,Qunar,Feizhu and other website sales platforms and mobile phone clients,the number of traditional distribution channels signed by HN Airlines in Henan Province has decreased sharply from 127 in 2015 to 37 in 2022,and most of them are facing operating difficulties.In the face of the above difficulties and risks,HN Airlines needs to adjust its channel marketing strategy in Henan market to regain its competitive advantage.Based on the marketing related theories as the basic knowledge framework,and the industry dynamics and development trends of Henan Civil Aviation,this paper systematically analyzes the marketing strategy system of HN Aviation in Henan.First of all,this paper uses research methods such as interview and comparative analysis,combined with the market data analysis of HN Airlines in Henan Province,to study the existing problems of HN Airlines in Henan market in terms of distribution channel management,channel product design and sales,and channel management program implementation.Then,using PEST analysis tool,Porter’s Five Forces Model and SOWT analysis method,this paper makes a detailed analysis of HN Aviation’s marketing environment in Henan;Finally,this paper puts forward the marketing strategy suggestions of HN Aviation’s distribution channels in Henan market:expand the channel sales breadth and highlight the channel sales advantages;Standardize the design of channel products and remedy the price disadvantage of products;Optimize the channel evaluation system and encourage channels to make multi-dimensional contributions.At the same time,in order to ensure that the new marketing strategy can be implemented,this paper also proposes safeguard measures,including paying attention to human resource training,improving the level of information construction,cultivating strategic partnerships,establishing a salary incentive system for marketing personnel,etc.,to guide the development and implementation of marketing programs.The purpose of this paper is to develop new ideas and methods for HN Airlines’ marketing strategy in Henan market in the future through the detailed research and analysis of HN Airlines’ marketing strategy in Henan market,so as to improve HN Airlines’ channel marketing level and market performance in Henan market;At the same time,it provides reference for other airlines or other regions to innovate marketing strategies,get rid of homogeneity management,and improve the service quality of aviation products;The existing territorial marketing theory of CAAC is tested and explored through practical programs.