The Research In Marketing Scheme Of Air Cargo Industry In China

With the obvious trend of economic hi-speed development and globalization, the world's FTK are growing strongly, and air cargo business are in a highly expanse. China will become the most rapidly air cargo-developed country. Domestic economic in china has revealed very strong power, as a result, more and more hi-tech industry has appeared, the period of product flowing and turnover has become greatly shortened, internet and e-business has gained highly development. All of these will bring great opportunity and potential to domestic air cargo market.But inconsistent with the great development, the marketing management of domestic aviation enterprises is still at very low level. The reasons are long-term monopolization and not enough emphasis putting on this market. While china has joined WTO, government will gradually loosen control of domestic aviation market, which will lead to lots of competitors coming.So domestic enterprises must emphasis on two points, first, a scheme should be worked out to give promotion to enterprises' profit and client scale; a measure should be founded to ensure the enterprises surviving the intense competition.Based on this demand, this article presents a marketing scheme for domestic aviation enterprises, which combine the air cargo specialty and marketing theory. The article includes:1. Introducing the development of international and domestic air cargo industry, the character of this market and the process of the marketing management.2. Discussion on the segmentation and targeting of air cargo marketing strategic decision, for the purpose of ensuring the planning & organization of marketing management.3. Discussion on the 4Ps of air cargo marketing, present the strategy of each factor and the principle of 4ps combination.4. Presenting lot of cases to prove the opinion of former discussion.