The Research Of The Passenger Transportation Marketing Of Mianyang Nanjiao Airport

This artiele studies on the passenger transportation marketing of Mianyang Nanjiao Airport (hereafter refers to as Mianyang Airport).The civil aviation industry in China is a sunrise industry which is growing in high speed. However, for a long time there has been existing an inharmonious situation during the development of the airports in China, that is, there are much more airports in the eastern part than those in the western part. Along with the furthering reform, as well as the opening to foreign capital step by step, some airports expand day by day, some airports are purchases or in trust, and some airports are forced to suspend air service. About 80% of the present domestic airports lose money.General Administration of Civil Aviation of China (CAAC) is taking a series of measures to foster the development of the branch line airports, thus form a complete industry chain for China aviation market. To Mianyang Airport, one of the branch line airports which are in low growth and have great difficulty in enhancing the air passenger flow, the opportunity and the challenge coexists. It is known to us that the opportunity is likely to be lost in the blink of an eye and there are always challenges, so study on the passenger transportation marketing of Mianyang Nanjiao Airport has very strong practical significance under such kind of situation.Altogether there are seven chapters in this article. The main content includes:First of all, this article points out the necessity of studying the passenger transportation marketing of branch line airports through introduction of the airport's definition, characteristics and role in the civil aviation industry development and in regional economy, and the problems airports faced now.Secondly, states the several major theories used in this article, including product development theory, theory of marketing, theory of Michael Porter's Five Forces Model and method of SWOT analysis, and then introduces the history and present situation of Mianyang Airport, esp. passenger transportation, preparing initially for the study on marketing.Thirdly, analyzes the external environment condition and internal environment that Mianyang Airport faces by using theory of Michael Porter's Five Forces Model; ditinguishes opportunities, challenges, chances and threats that the airport faces by method of SWOT analysisFourly, analyzes the present problems the passenger transportation marketing of Mianyang Nanjiao Airport faces, and the reasons as well.Finally, based on the strategic target of Mianyang Airport in the following 10 years, and analysis of several causes which influence the air passenger flow and passenger transportation market trend by SPSS approach, puts forward the opinions of passenger transportation marketing.