| The domestic flight capacity has steadily increased for a long time,but the aviation industry has faced both competition and opportunities in recent years,and the industry is facing bottlenecks.The informationization has made price competition between airlines no longer applicable,and high-quality services have gradually become the main competitive point.With the improvement of people’s living,airlines should pay attention to improving the service marketing.And the service marketing strategy of airlines is faced with higher requirements with the competition of railway and the COVID-19.In order to maintain and improve the marketing share,airlines companies should obtain competitive advantages through more competitive service products.In view of the homogeneity of domestic aviation services,airlines companies should focus on the optimization and transformation of service marketing strategies from service differentiation,quality and content.Facing the new market environment,SAAirlines has many problems in the service marketing strategy.Therefore,It is urgent to develop effective service marketing strategies to enhance its core competitiveness.The thesis combines 7Ps and other service marketing theories with the SA Airlines’ current situation,analyzing the environment,current situation and potential problems,and elaborates on the value of theories in aviation enterprise service marketing.Combined with the current market environment and digital background,the thesis analyzed the problems of enterprise service marketing through questionnaire surveys and literature research,researching the service marketing strategies and guarantee measures of SA Airlines.The analysis and the process of formulating strategies provide reference value for other domestic aviation enterprises.Firstly,according to the process of raising,analyzing and solving problems,the thesis expounds the research background and puts forward the research direction,content and methods in combination with the overseas and domestic research status and the service marketing theory.Secondly,this thesis analyzes the current situation of SAAirline’s service marketing,collects the personal information,service satisfaction and potential demand of202 customers through questionnaires,and finds out service marketing problems of SA Airline from seven aspects,including product,price,channel,promotion and employees.Thirdly,the thesis analyzes the macro environment and micro environment of the enterprise,studies the market environment,resource capacity and competitive situation of the enterprise,and provides directions and suggestions for generating service marketing strategies through SWOT analysis.Based on the questionnaire data,this thesis uses STP analysis to clarify the target market and orientation,and draws a conclusion that SA Airlines should create a young and personalized brand image,and adopt a differentiated and customized service portfolio model.On the basis of safety and punctuality,we should focus on providing cost-effective and high-quality tourism and business travel services for the youth with middle and low income.Finally,Taking the 7Ps service marketing portfolio as the theoretical guidance and considering the perspective of product,price,channel,promotion,personnel,tangible display and process,SA Airlines’ service marketing strategies are come forward,including improving services and innovation,using digital and differentiated pricing,optimizing channel and digital marketing,promoting brand building,developing employees’ capacity and experience,as well as improving efficiency.At the end,the thesis proposes guarantee measures of the strategies. |
