Research On Demand And Marketing Strategy Of China’s Air Passenger Market

Ever since21century, with the rapid growth of China’s national economy and the improvementof people’s living standard, airline travel,as one way of transport for people, plays an increasinglyimportant role,china’s civil aviation industry shows the rapid growth trend,However, because ofInternal and external environment changes, there are many issues in China’s airpassenger market, such as severe competition through low-cost airlines, serious homogenization ofproducts and services, low level of service quality, the impact of high-speed railway and other issues.Therefore, it is necessary to analyze the demand of China’s air passenger market,which can largelyhelp airlines clear market positioning and targeting and develop effective marketing strategiesto enhance the airline’s management.From the the perspective of “demand” which is important for modern marketing, based onreviewing related theories about air passenger demand, the paper from macroscopic and microscopicperspective,mainly analyzes the demand in air passenger market.In the part of macroscopicperspective,the paper,with the combination of qualitative and quantitative analysis,gradually studiesChina’s air passenger market status, macroeconomic influcing factors and the demand forecasting. Inthe part of microscopic perspective,through the questionnaire survey,the paper studythe relationships of consumer’s demand differences, satisfaction and repurchase intention by usingmultivariate statistical analysis.Through research on the demand of China’s air passenger market, some useful conclusions canbe drawn.①The trend of china’s air passenger market are stable and rising,the prediction model basedon gray theory and multiple regression achieves good prediction accuracy and shows that the airpassenger demand in China will be a rapid development in next five years.②The internal structure ofconsumer’s demand factors in China’s air passenger market can be measured by five dimensionsincluding “comfort,convenience, time,brand and promotion, price”.③Two kinds of variables cancause significant difference in demand factors,and the variables including age, income level and thecost sources play the greatest significant impact on difference in demand,meanwhile, the differencecaused by variables mainly focused on the factor “price” and “comfort”.④The different demandof “price”,“branding and marketing” and “time”have significant impacts on consumer’ssatisfaction,regression analysis verified that the consumer’s satisfaction has a positive influence inre-purchase intention, that is if the higher the satisfaction is,the re-purchase intention will be stronger. These findings not only make the promotion of theoretical study of air passengerdemand, but alsoprovide a useful reference and inspiration.for airlines to develp marketing strategies.Finally,on the basis of China’s air passenger market demand status anddemand trend forecasting,combined consumer’s demand characteristics,the paper proposes fourkinds marketing strategies for the airlines in china.In these strategies,7P strategies for servicesmarketing and the application of new emerging medium are introduced which enrich marketingstrategies for the airline passenger market and to provide a little marketing proposal for reference todevelop and improve the competitiveness of the airline in china.