Research On China 's Marketing Strategy Of Big Brown Bear Aircraft

To date, China has been the world’s most dynamic market as far as capital is concerned. Alongside the development of our national economy, general aviation industry, as a kind of newly-emerging industry and increasingly potential industry, has appealed more and more significant attention from the governmental and nongovernmental capital. General aviation aircraft is the heart of the general aviation industry. Therefore, it is genuinely rewarding for both the general aviation practitioners and those particularly concerned about the general aviation industry to perform in-depth study involving the production, manufacturing, marketing, operation and maintenance with regard to the general aviation aircraft.As far as the New China’s aviation industry is concerned, it could be traced back to the early 50s of the last century. Nowadays, the domestic general aviation aircraft are mainly introduced from foreign sources. Generally speaking, the mainstream general aviation aircraft are mostly European and American models. But multiple models are being or ready to be put into domestic production. The general aviation aircraft under domestic design and production has obtained certain market share in some particular market segment. With the state-led effort in promoting the low-altitude air development and the development of the general aviation industry, China’s general aviation market is going to usher in a long-term explosive growth in the near future.SkyView Aircraft Co., Ltd in Jiangsu is a newly-founded general aviation aircraft manufacturer and seller. Relying on the enriched practical experience from many years of in the application of general aviation aircraft, in combination with the highly qualified entrepreneur team of Nanjing University, it seized the great market opportunity in the general aviation industry by leaning on toward the cooperation of QUEST AIRCRAFT based in the U.S. in the year 2014 and signing the agreement that enables it to be the sole general agent in Greater China Region dealing especially with the sales of KODIAK100 general aviation aircraft. Moreover, it was entitled by the QUEST AIRCRAFT to start the assembly of KODIAK100 general aviation aircraft in China within the five years after the signature date and strive for a vantage point eventually in the Chinese general aviation market. Within the year 2014 alone the Jiangsu-based SkyView Aircraft reached the successful business deal of six KODIAK100 general aviation aircraft in the Chinese market.Being a fresh entrant of market in the general aviation aircraft industry, many issues are out there unsolved, including how to make choices as to target market of the KODIAK100 general aviation aircraft, in which way should the brand be positioned, what to do to work out the product price, how to establish channel network and how to formulate a marketing strategy and so on and so forth.Aiming at these problems, this thesis unfolds itself from the analysis of the development and the status quo concerning the general aircraft industry. Taking advantage of the relative marketing theories, in consideration with the external political, economic, social and technological environment the KODIAK100 general aircraft has to deal with, a detailed analysis is made by the author as to the actual marketing environment of the KODIAK100 general aircraft with the aid of the combination of qualitative and quantitative method. It is of great help in determining the target market determining, market positioning, and brand promoting. Apart from that, the selective analysis of a couple of potential competitors of the KODIAK100 general aviation aircraft is also involved. As generalized in the thesis, the KODIAK100 model has also bunches of selling points, serving as the theoretical reference in the product category selection. Ultimately, the last chapter is all about the specific strategies and suggestions related with the market positioning, customer orientation, price positioning, brand promotion scheming and marketing channel etc. of the KODIAK100 general aviation aircraft. It basically ranges from the brand name translation, brand definition, brand design, brand value, brand personality, brand slogan, brand story, and brand positioning etc, during the process of which numerous data and pictures are inserted.This thesis makes a strategic study about the market promotion of the general aviation aircraft model KODIAK100, and tries to contribute for the smooth establishment of brand and marketing mode for Sky View Aircraft Co., Ltd in Jiangsu, in making adequate preparation for fully opening up the general aviation aircraft market in Chinese. Also, it is of certain significance for those foreign brands that covets the Chinese general aviation aircraft industry.