Airline Service Marketing, How To Obtain A Competitive Advantage?

Ever since 1998 saw the economic recession in the industry of China civil aviation, the domestic air transport market has?been switched from the sellers?market into the buyers? Although the gi抩wth lale of China air ttaimpott has beeii leading that of GNP, Chinese airlines are still hard to obtain profits from their benefits. On the contraiy they are all confronted with duel pressures increasingly: one is from other transportation such as the railway., highway who developing at a high speed, scrambling powerfully for the passengers from air; another is from those transnational airline groups, who have been waiting for winning market share after Chinese entry to the WTO. With customers in the domestic air passenger transport market getting more and more mature, Chinese airlines have never kept their service pace with customers?expectation, so that their flight seat consumption rates stay at a low level,?while they have been losing competitiveness in the market of international air routes, the prospect of their development seems not so optimistic.Service economy is a certain kind of competitive economy, and the competition among airlines has been focused on the service supplied. Service is the living base to airlines, while s4-vice marketing is the eternal motive force for airlines to. make their profits increase continuously, in other words, a survival skill to airlines. Right at this angle, this dissertation, divided into eight chapters, comprehensively set forth how the airline companies create and keep their competitive superiority though service marketing.The first chapter introduces to you the background and environment of Chinese domestic airlines at present, points out in China air passenger transportation market will keep growing at a relatively high speed, which brings both opportunities and challenges to Chinese airlines, set the objective premise for the airlines?development and upgrowth.Civil aviation is a typical service industry You抣l learned from the second chapter that under market economy situation, air passenger transport has the common characteristics of service, however it also features unique product contents. Both form the foothold of the airlines?development.Idea and notion of service influences airlines?action. The third chapter gives you the concept and basic contents of the airline service marketing. Next you抣l learn 7Ps essential marketing factors?combination in details for air passenger transport service, including product, price, place, promotion, people, physical evidence and process. The continuous part will teach airlines how to formulate and carry out the air passenger transportation marketing?strategy and competition combination strategy.In order to achieve the initiative in competitions, airlines shall strategically locate and put forth their service positioning, publicize its specials and differences from the others. It will benefit airlines by stressing its superiority of service. At the same time, inChapter Four you抣l find a kind of a means of propaganda, Letter of Service Mission, very useful to put up a distinct flag in service competition.Technologies-leading is the base for airline to haye the edge on others in air passenger transport market competition. The fifth chapter will show you that in the informational and digital new century which impressed people as the Digital Era, ebusiness and CRM system play basic and key roles in providing high-quality servi鑕 to customers, and help airline gains its competitive superiority. And e-ticket is a crucial way of e-business and service quality enhancement leading airlines to fast development.Thoughts-leading is direction for airlines winning competitiveness. Chapter No.6 teel you the core of thoughts-lead for airlines is that airline shall make it clear that the basic aim of the service marketing is customer satisfaction (CS). In today抯 service economy and service society; as to airline who hoping to keep eternally continuous development, to maximize custom...