LH Localization Marketing Strategy In China

This article is a case study about localization marketing activities close in line with global marketing strategy, which based on the author's several years working experience with a successful global enterprise– an European leading airlines (LH) in Beijing.Since 1992 LH has been on the track of its globalization. In recent years the marketing environment of global aviation industry experiences down and up. Just following the developing trend of the international environments and seizing the opportunity and challenge, LH makes up and implements its global marketing strategy. The booming Chinese aviation industry market makes China become competition focus and front, and also profit increasing point for international airlines.In line with LH global marketing strategy and after considering the local specific situation of marketing activities in China, LH has shaped customer segments, targeted high-level business travelers as main customer group and implemented localization marketing mix in terms of product, pricing, distribution channel and promotion. The marketing activities make LH global marketing strategy and localization marketing implementation develop harmonized and stimulate each other. .