Research On Marketing And Risks Of Big-civil Airplane Made By China

This paper begins from the theory of marketing positioning, and comprehensive analysis the domestic and international project trends of big-civil airplane. In the process of the study, we apply the market segmentation, targeting, and positioning model in the analysis of the project. First, this paper combined with the characteristics of the airplane manufacturing market with the market segmentation theory; segment the big-civil airplane market into several parts according to the consumer demand. Then this paper pay attention to the inside abilities of our aviation industry of China and from the RD history of our aviation industry, the international cooperation projects, current production capacity as well as the existing development phase of our civil-airplane market, All these are contributing to the comprehensive analysis of the recourses owned by China's large passenger aircraft project and the overall level. This paper also draws on domestic and foreign successful experiences in the development of civilian aircraft, while summing up the lessons of defeat, in order to provides guidance when select the target markets of China's large passenger aircraft. In positioning session, based on the above analysis, this paper selected segmented markets and gave the marketing positioning, product positioning and the competition positioning. Then this paper uses the 4P marketing theory to facilitate positioning as well as ensure the positioning results. In the end of this paper, we discuss the risks and related measures. In the end of this article, in accordance with international experience in the development of civil-airplane market, we point out the may exist marketing risks and the corresponding response measures to prevent it. all these are for putting forward opinions and suggestions.Through research and analysis, we can draw that China's big-civil airplane is positioning in the middle and low end market in the developing countries, mainly target on low-cost airlines. By the way, the airplane is also adapt to the harsh climate conditions and the infrastructure and crude airport for its own the differentiation strengths. The ultimate aim is to gradual accumulate the experience and access to the developed country's low-cost airline markets, thus achieve the purpose of opening markets around the world. In the early stage of RD, in order to timely accumulate flying experience and flying hours for lay the foundation for further development, we apply the quickly penetrate strategies to exceed the same level product's performance, while quickly open up the market based on the lower price and lower full life-cycle cost. All these are supplemented by political and diplomatic means to promote sales. In this process, there may exists risks form blockages on technology and technology progress, demand change, suppliers, competitive products, FAA and JAA as well as international situation. Based on the theoretical foundation of marketing and positioning, in the early stage of the product we need to propose standardized approaches and ideas for the China's big-civil airplane market forecast.