Study Of The Airport Marketing Strategy

Modern marketing philosophy is customer-oriented, and its pursuit is customer satisfaction. Customer satisfaction has become a key indicator to measure whether an enterprise has a continuing operational capability and core competitiveness. With the completion of the airport structural reform and airport commercialization, airport operators can no longer confine to the limited opportunities from local monopolies, but to focus on customer demands, be market-oriented and research for marketing strategy which is suitable for airport development.Marketing concepts and research methods were used into the process of airport operators, and product strategy of the airport marketing was the research focus. This paper discussed the contents and objects of airport marketing, introduced connotation and characteristics of airport product. PEST analysis and Michael Porters Five Forces Model were used to study macro-environment and micro-environment of airport marketing. After analyzing the purchase behavior characteristics of airport consumers and the airport positioning, this paper classified and investigated passenger composition and needs, studied airport product design method based on differentiated marketing. During the study of customer satisfaction of airport product, the structural equation model to evaluate satisfaction degree was established and the satisfaction measurement index was given. The data from field survey of specific airport was used in statistical analysis and verification, and product strategy of airport marketing was finally proposed.