| The characteristic of aviation transport is high investment, high risk and high technology. With the development of the economic of our country. The competition in the aviation transport market is becoming more and more dynamic in all directions. North-west Air Line (NWAL) which used to be a national backbone air company is now still belong to a kind of small scale, low efficiency, poor economic benefit air company because of the influence of previous planning economy. Luckily it has improved gradually since it has joined the China Eastern Line in 2002.but still many management problems haven' t been solved. So it is vital important to do research on NWAL air marketing strategy in order to have a stable standing in this competition and a stronger ability to survive.Under the direction of Serving Marketing Theory, I not only analyze the situation of China' s present aviation transport market and the management in NWAL, but also the world aviation development history. By using Boto Model I describe the five different forces inside its structure. Further, by using the SWOT method I make a deep analysis on the advantage and disadvantage of NWAL in the aviation market and pinpoint its opportunities and threaten. I have defined the target market of NWAL and its position in the market. A set of strategies concerning the quality of serving, price, promotion, staffing and company image have been put forward. I suggest we should make concentrate marketing in a wide range... |
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