Target Market Selecting And Product Designing Of Air Cargo Transportation From AIR CHINA ShenZhen Office

Many domestic airlines have been set up in China and many foreign airlines also enter our market after 1985. Because China has became a member of WTO, now the air market is going to open wide and wide. The quickly increasing of global logistics brings out new chances for air cargo transportation, but there will also be very serious competition in this area. We have to study the new classes about air cargo market regularities, air cargo product designing and promotion so as to win in new competition. In this paper, by summing up air cargo experience and knowledge in administration and marketing, author gives the opinions of market subdivision, target market and product designing about air cargo transportation, with AIR CHINA ShenZhen cargo products as examples. I'd like to make a discussion with all teachers and experts in air transportation. This paper is divided into five chapters.In the first chapter, the economical characters of air cargo transportation are explained briefly.,and also gives the background and route net of AIR CHINA and AIR CHINA CARGO.The second chapter emphasizes on the theories and regularities of air cargo marketing and sales. Market subdivision, target market selection, the concept of air cargo product and how to design product are illustrated.The third chapter talks about the current environment, the pattern and the characters of air cargo transportation in ShenZhen areas, explains the demands of air cargo transportation by rapid economy development and the trend of air cargo transportation in ShenZhen airport.In the fourth chapter, there are three products which belong to AIRCHINA ShenZhen cargo office to show as examples. The analysis in characters, target market, the designing procedure and sales report of three products are whole illustrated. These examples can be taken as the actual result of theories and regularities explained in the chapter three put into practice.