Research On The Brand Competitiveness Of Airline Company In China

With Chinese economic development and the entry of overseas well-known airlines, China Airlines face fiercer and fiercer competition. Compared with overseas well-known airlines, brand competitiveness of China Airlines is still at a disadvantage. Only study the factors that influence and restrict the development of brand competitiveness of China Airlines, and enhance brand competitiveness in the true sense, can China Airlines get competitive advantage in the fierce market environment.Firstly, this paper explains the relevant concepts such as brand competitiveness. Then discuss the meaning, basic characteristics of the brand competitiveness, brand competitiveness and brand value, brand competitiveness and enterprise core competitiveness and so on, making theoretical basis for the following. Next, in an overview of present situation of China civil aviation industry, analyze the source of airline brand competitiveness from the perspective of both internal factors and external factors, and builds a model of airline brand competitiveness. Next, evaluate the airline brand competitiveness. Build an airline brand competitiveness index system by AHP (analytic hierarchy process) on the basis of questionnaire survey, and validate it. Finally, expound measures to increase brand competitiveness of airlines from four aspects, including brand capacity, brand market force, brand risk control ability, and brand management capabilities, providing a reference to the airline to enhance brand competitiveness.