The Strategic Research For The European Air Freight Market Development From Hainan Airlines

Regional economic integration has become the trend of world economicdevelopment. More and more facts prove that a country’s economic strength is increasinglyreflected its competitiveness in the regional economic. Since China becomes the memberof WTO,the product of “Made In China" was all over the world. Benefited from the rapiddevelopment of bilateral trade between the countires,our trade business expands year byyear, which laid a solid foundation for the further development of regional airrfeight.China is the biggest developing country in the mean time European Union is thebiggest economy group all over the world. The economy cooperation for both side havedeveloped a lot since they become the strategic partner. So airfreight will be moreprofitable in the logistics field.Air China and China eastern airlines were the earliest airlines which involve into theairfreight business in Europe line and once dominated the market. However, as two airlinestook the conservative model of marketing and sales in the increasingly competitive market,its market share continued to erode and the trend seem to be marginalized. With thechanges in market demand,it is time for Hainan airlines which is the fourth airlines inChina to involve into this market. Market analysis which help them identify new marketentry point and confirm the marketing strategy to improve service quality and corecompetitiveness is the key factor for them.By introducing the relevant theory, the paper analyses the regional economicdevelopment trend of China and European Union which could inlfuence the changes indemand for airrfeight industry. The article put forwards a series expansion pi arming andsupporting measures which combined with the opportunity of the company internalbusiness philosophy and operating mode transition. It has a very important practicalguiding signiifcance for Hainan airlines to establish a strategic research.