Marketing Research On China Spring Airline

China Spring Airline is the first low-fare Airline in China, In 2007 its annual earning report was published that Spring Airline made a profit of over 70 million. How do Spring Airline manage to enjoy profits and sustain continuous development while providing us with low cost air tickets, the average price of Spring Airline ticket was 36% lower than market price.This article is written based on the theoretical research framework of marketing management, in which Spring Airline, a China budget airline was used as object of study and a research was conducted to look into its marketing activities. The first step was to analyze the marketing environment of Spring Airline, which included focusing on the assessment of the macro-market, the industry's competitive environment, consumers' needs and the strategies of competitors. The second step taken was examine the internal resources of Spring Airline. The competitive advantages and disadvantages of Spring Airline were determined using the value chain analysis, the research outcome helped us in identifying the three core competitive strengths of Spring Airline, namely, the ability to stimulate the market, the ability to control cost and the ability to plan flight schedules. The third step was to introduce new viewpoints through the use of SWOT analysis: In order to ensure further growth and development, the best strategy for Spring Airline had better to build business alliance. The fourth step involved evaluating the marketing strategy of Spring Airline. The fifth step involved analyzing the marketing mix of Spring Airline and analyzing the pricing strategy through the use of EMSR (Expected marginal seat revenue).Lastly, an analysis was given on the development potential of budget airlines in China.