ChangChun Airport Ground Commercial Marketing Strategy

In view of the passenger flows eruption type growth movement situation in changchun longlia international airport in recent years, however airport ground commercial marketing level is low. The paper applies the marketing theory, takes the Changchun longjia international airport as the object of study, profits from the domestic and foreign other international airports'the advanced experience, and considers needs of Changchun longjia international airport marketing to carry on the market analysis and the countermeasure research .The research indicates that the main reason which the development lag of changchun Airport ground commercial marketing lies in institutional restriction.Since long term ,The airport implement the monopoly management to the airport retail trades'numerous services, or rents by the high rent form to the stores, The business respective independence manages, the price sudden and huge profits are unavoidable, marketing consciousness and the service consciousness is insufficiency .The attention highly focus on supporting safeguard abilities' expansion and maintaining regular production revolution, has neglected the communication powerfully prospective development ,The disparity of providing the retail sales commodity's price and the service in order to satisfying customers'goal is big. The business management is only acting as"the green leaf"role.The paper adopts the sample investigation to Changchun Airport passenger in order to gain the sample size, then the paper analyzes constitute characteristic and consumer behavior characteristic of Changchun Airport passengers. Through analysing to Changchun Airport's inside and outside conditions'superiority and inferiority, and benefiting from the domestic and foreign airports'commercial successfully case, The research discovers Changchun Airport ground commercial marketing existing various malpractice and the development marketing opportunity, and proposes the reform marketing strategy .The article proposes to take the 4CS marketing combined strategy as the guidance of the customers and apply the 4CS marketing combined strategy to Changchun Airport's commercial marketing system ,gives the theoretical instruction for the airport operator as this article's one of characteristics .I wish the article can give the airport managers to provide some theoretical instructions and helps by the paper's research results .I wish these marketing strategies can change Changchun Airport's present situation that Sale Organization's product and the class of service is unitary, the price is expensive, quality is not high.This article also proposed that establish many kinds of commercial types by using local resources and the custom characteristic , dining, commercial retail sales, entertainment, bank etal. And the serious contrast phenomenon that Changchun Airport the passengers'numbers grows largely, but the airport commercial income actually has not realized the corresponding growth can change.This article is to put my marketing study's knowledge into practice during graduate student stage. Through this article research ,With the trends in the world , I hope our country Airport can not only give the passengers of changchun airport to bring convenience ,but also give the airport operations to provide the huge economic interest under the back ground of accelerating marketing reform and passengers volume's growth fast in the next 5-10 years. And change absolutely the ideas that passengers regard domestic airport commercial retail sales as"the restricted areas"for a long time. will become the commodity of airport to be rich, and high quality and low price, shopping environment convenient ,comfortable shopping"heaven". Changchun Airport takes interchange window to foreign , It's show is the entire Jilin Province's image, if Changchun Airport commercial marketing system is perfect, It can lead the entire Jilin Province's economy soaring indirectly inevitably.Because my level is limited, the paper has an oversight unavoidably , welcome experts and scholars criticize and point out mistakes.