Research On Strategic Mode And Effect Evaluation Of Marketing For Xiamen Airport

China's civilian airport enterprise determined that we must base on the corporate positioning and the competition of the airport to seek the reality of development. And the existence of competitive decides the need of the airport marketing. Currently the airport marketing has not been universal attending both inside and outside the industry, the airport's marketing practice and the issues related to the marketing study are still in a relatively early stage, and no more airports formed the strategic marketing model. With the growth of demand for aviation, the airport intensifying competition, the internal driving force for the development of improved; construction of the airport marketing strategic model for airport development will receive much recognition by the airport managers.The paper examines the current marketing conditions of Chinese civilian airports and the general observation is that marketing strategy is at a primitive stage and it is inadequate for further development of the airport as a business enterprise. Set against this background, the paper carries out scientific analyses of the strategy environment and current market of the Xiamen airport, marketing evaluation and future development strategy for the Xiamen Airport in an effort to close a gap in the research of civilian airport marketing in China.This thesis started with introducing the marketing strategy theory, it included home and abroad research status in quo, theory connotation and management process of the marketing strategy, defined marketing strategic model concept, and summed up the special nature of the airport marketing, and innovated in marketing strategic mode constructing process combining with airport industry and propose airport marketing strategy theory. Secondly, the thesis regarded Xiamen Airport as a research object, it deeply analyzed exterior and interior environment of Xiamen Airport, and cleared airport strategic reorientation. Third, the paper implements the Xiamen airport existing marketing strategic mode status, and preliminarily understands the existing marketing strategy status problems Fourthly, it established marketing evaluation index system of the company; applying fuzzy synthetic evaluation method, it appraised the marketing effect of Xiamen Airport and analyzed the evaluation result, and cleared Xiamen Airport further marketing strategic mode focus. Finally, based on the strategic reorientation and evaluation result, the essay presented the marketing strategy and measures according to the Xiamen Airport exterior and interior environment changes.The production of this thesis is a scheme about how to constructing the Xiamen Airport Marketing Strategy, the author wishes that the paper may function as a useful reference to the marketing management of Xiamen Airport. And, hope to provide valuable reference to the China's civilian airport enterprise about the airport marketing strategic mode construction. Airport can be a regular the marketing strategic mode evaluation analysis, adjust marketing strategic model to conform to the prevailing strategic changes or effect the prevention of marketing deviation.