| Since the new airport of ChangChun has been opened,the air force' disguised protection has gone with the wind. All major domestic airline companies entered on a large scale. The growth rate of passengers is seriously lower than that of transport capacity,and the supply has been in excess of the demand. On the other hand,the competition does not only come from the airline industry,but also from the substitutions like railway,highway etc. The market competion is hoting up. Each airline company adopted sales promotion to seize the limited market,and there is a price war going on. As time goes on,Competition Strategy in airline market has been changed from single price to multi-element,including plane model,timing,personalized service,brand,acquisition and maintenance of customers. The dominant position of Southern airlines in ChangChun has been threatened,in order to hold ascendant position,stabilize revenue and accommodate ourselves to the market change,it is imperative to acquire customers' needs and master the character and change regularity of the market. For establishing Southern airlines in an invulnerable position,we need to work out long-term development and effective marketing strategy with customers' needs as orientation and design products to improve market competition capacity.At first,this article elaborated on the definition of civil aviation transportation product and its six main features. Then,it disclosed the main content of the consuming behavior of air travellers,including the orientation and continuity of purchasing behavior that investigated by the air lines when they undertake marketing activities,which leads to the need of travellers is the research object when investigating air travellers. This article put forward what is the need of air travellers and its six main characters. Because the purchasing motive and behavior of air travellers is based on their need,the article also made an intensive study on their purchasing motive and behavior. The purchasing motive is actually an behavioral motive that caused by the travellers'mental activity,and it can be divided into sentimental motive,rational motive and trust motive;the travellers'psychological change always follows the five - step mode,that is arousing need,looking for information,comparative evaluation ,buying decision and after– buying feelings. This article also discussed the major factors that affect travellers'purchasing behavior,and they are economic factor,social factor and psychological factor. The studying circumstances of air travellers'consuming behavior at home and abroad is also introduced briefly. In addition,this article set an index system for the consuming behavior of air travellers,providing four qualitative indicators,seven quantitative indicators and some main research hypothesis.Secondly,this article introduced the research method and planning. Questionaire Survey is the main research method. Make a questionaire survey to the travellers in the isolation zone at ChangChun LongJia international airport , by means of systematic sampling. Predict the daily average number of passengers of 2009,according to the passenger traffic volume of 2008 and annual growth rate of passenger number (14%)estimated by CAAC before investgation. Fix the sample volume and the number of questionaire in accordance with the predicting result,confidence level and error rate. Find out the boom season and dull season based on the change of passenger traffic volume of each month in 2006– 2008,and according to the situation of boom season and dull season,set the investgation time and start on. Then,the article presented statistical analysis method,that is,making scientific analysis to the investgation results through descriptive statistics analysis.This article made an in-depth analysis on travellers classification,consuming motive, travellers'awareness of air lines and their preference,consuming behavior,travellers'loyalty to air lines and effect of ticket price by proposing 16 questions. Screen the questionnaire retrieved,and wash out those dis-qualified,the actual number of sample is higher than that set in advance. Making use of statistical list and statistical graph,enumerate ChangChun air travellers'characters and behavior. Through the analysis of statistical result,realizing more about the composition of civil aviation customers,different travel preference of different types of passengers,the extent of recognition and satisfaction to the carriers,the character of passengers who buy tickets of various price and reasons of different buying manners and transfering,this essay provides valuable firsthand information to Southern airlines JiLin Comapany in drawing up Marketing Strategy,designing products and many other aspects.At last,the article expatiated on study conclusion,suggestions and limitations. The studies indicates:the number of male passengers is obviously larger than that of the females;the passengers are mainly based on individual travellers;the number of leisure travellers has no evident difference with that of institutional and commercial travellers in the boom season,while most passengers are institutional and commercial travellers in the dull season. In the boom season,passengers are mainly from education,banking and business;in the dull season,passengers are mainly from business,heavy industry and light industry;most passengers pay in cash,others use credit cards;the transfering reason is mainly because there is no direct flight; 44% of the passengers are not the frequent flier members;most passengers book tickets 1-3 days in advance in dull season;passengers who are worried about their safety hold a large majority;ChangChun is primarily a market oriented to middle to high end passengers. According to the investigation results of the composition,consuming characters and habits of passengers,the essay proposed nine recommendations:highly value institutional and commercial market,and keep a foothold in this market;cooperate with provincial travel agency,and contact with fraternal companies to develop travel and leisure market in ChangChun ;keep the order of civil aviation market in ChangChun to guarantee the quality of income;strengthen market research and make effort to open new air route to meet the market demand;Pay close attention to the invasion of low - fare competitors; attach importance to the development of E-business and enhance popularization dynamics through subject activities;make use of website,press media, TV and other media to strength the popularization of new product;propagandize on safety,time,schedule and other sensitive issues,so as to increase awareness and brand effect;because transfer fare is not the main factor of transfer,income department should dare to raise long– route fare. I hope these suggestions provide reference for relevant departments on product designs and marketing strategies. This article also gave advices on future research,and explained the limitation of this investgation,which laid a good foundation for future research. |
PDF Full Text Request