Research On Digital Marketing Strategy Improvement Of X Airline Company

X Airline company is a regional medium-sized airline company in China.After decades of development,it is now in the development stage of developing the domestic market and international market.At this stage,X Airline company urgently needs to find a breakthrough from the digital marketing,brand publicity and attract more members.After entering the digital age,X Airline company has carried out a certain degree of information reform inside the company,and has indeed achieved some good return.However,after gradually entering the era of mobile Internet,big data and artificial intelligence,X Airlines’ existing digital marketing strategy has gradually lagged behind the companies in the same industry in the market,and has been disconnected from the user group in terms of target customer group development,marketing process control and the growth of new members In the case of insufficient marketing stamina and unsatisfactory marketing effect,X Airlines urgently needs to improve the existing digital marketing strategy.This paper firstly analyzes the industry which X Airline is in,starting from macro and micro aspects,analyzing the consumer preference of current market users by combining industry analysis and questionnaire,and sorting out the status quo of digital marketing of X Airline’s members and business.It is concluded that there are some problems at this stage,such as serious homogeneity of digital marketing channels,lack of marketing interaction between airlines and users,resulting in low user retention rate,difficult to control popular marketing,and lack of popular products in digital marketing.And analyzes the reasons for the existence of the problem is the lack of digital marketing brand characteristics,can’t grasp the key groups of digital marketing,the lack of characteristic marketing methods,the lack of integration of digital marketing resources,the lack of communication with members,the existing user purchase path is difficult to control,the lack of popular product digital marketing strategy.Then,in view of the problems,put forward to build characteristic digital marketing brand,focusing on women users,gaming promotion team,digital marketing,set up membership growth using the 4C theory to strengthen the user interaction,strengthening the users purchase path through marketing,improve social management,marketing,public use hacker growth model improved products,such as specific marketing strategy.Through the optimization of organizational structure,draw the distance close between users,improve the retention rate of users,optimize the digital marketing mechanism of specific guarantee measures to ensure the smooth improvement of digital marketing strategy,finally put forward the limitations of this paper and the future prospects.