Study On Passenger Transport Marketing Strategy Of GX Airlines

There has been a rapid development in the civil aviation passenger transport service,and it has been increasingly popular with consumers for such advantages of safety,comfort,convenience and flexibility.In the face of the civil aviation consumption market with huge potential,boosting the sales of air tickets with effective marketing strategies is not only good for making much more profit for the air transport enterprises but also positive for the economic,trade and cultural exchanges between navigable cities and the optimization of the outgoing method for citizens.The paper makes the first local airline,GX Airline,in Guangxi autonomous region as a study object to have a profound study on the marketing strategies of its passenger transport business with interviews and theoretical analysis,so as to raise specific suggestions and implement the protective measures.Specifically speaking,the paper makes the 7Ps theory of service marketing theory as the theoretical evidence to analyze the problems and reasons for the marketing strategies of the passenger transport business in GX Airline according to the actual business of the Airline.Firstly,there is a comprehensive application of Porter’s Five Forces and PEST analysis to have a specific analysis of the industrial environment and the environment of the macro environment of GX Airline.Secondly,the paper formulates a growth strategy that is suitable for the current development of GX Airline with a SWOT analysis.With the guidance of the development strategy,there is the design of the target market for the passenger transport business based on the STP theory,so as to choose the leisure tourism market,public business market and homecoming market as the target market.In the end,the paper optimizes the formulation of the marketing strategies from products and the other six aspect for the problems with the 7Ps marketing theory,and it is proposed specific protective measures for the implementation of marketing strategies from the three perspectives,including increasing investment in information system R&D,attaching importance to talent echelon construction and improving internal refined management level.The pertinent strategies proposed by the study aim at providing feasible and effective suggestions for the marketing of the passenger transport business of GX Airlines;at the same time,we also provide some references for the small and medium-sized airlines and other civil aviation transport enterprises in Guangxi.In addition,it also enriches the case study for the application of service marketing in the civil aviation transport industry.