Air Asia The Cross-cultural Marketing Strategy Research In China

Since the21st century, with the continuous development of global economic integration, the civil aviation has developed by leaps and bounds. Civil aviation as the foundation of the national economy industry, is an important manifestation of national economic development. As I open air rights process accelerating, more and more foreign airlines in aviation market in China, the Asian airlines in entering China in just a few years time, quickly open the market, and occupy a certain market share, its management has its unique feature. Based on Asian airlines in China marketing strategy as the research object, through to the Asian airlines in China marketing strategy and system analysis, summarizes its marketing strategies in cross-cultural marketing characteristics, analyze the internal causes of success, so as to sum up experience, for Chinese airlines, cross-cultural marketing strategy application level enhancement to offer help.The main content of this article is divided into five parts. First of all, the author from the cross-cultural marketing and cross-cultural marketing strategy of air Asia related research literature analysis, discussed in the current fierce market competition conditions, the features represented by cross-cultural marketing marketing is the only way for airlines to win customers, build brand. Secondly, combine the marketing theory of4ps theory, on the air Asia company’s marketing strategy in China was systematically studied in this paper. Again, culture and cross-cultural marketing related theory, in-depth analysis of the Asian airlines in China marketing strategy system of cross-cultural marketing features and main methods. Finally, on the basis of the above research and analysis, summarized in refining, deeply discusses the Asian airlines successful cross-cultural marketing strategy for the airline industry, mainly discusses the Chinese airlines in cross-cultural marketing strategy should focus on feasibility and relevant measures. The article conclusion part has carried on the summary to the full view.Main points of this paper include:Asian airlines in China’s success was a result of cross-cultural marketing mode and means of application, i.e., to adapt to customer group characteristics of cheap and convenient services; Via the Internet and microblogging marketing to accelerate cultural integration; Push forward the "localization" of offline marketing; Pay attention to brand marketing in the cross cultural characteristics. After research, the author thinks that airlines in cross-cultural marketing should pay attention to the establishment of the comprehensive marketing system; Pay attention to product and market strategy of hierarchical development; Pay more attention to the marketing of the brand characteristics, And innovative marketing mode, pay attention to the emerging applications of e-commerce marketing channels and service development.There are two innovation points of the paper’s major. One is for Asian airlines cross-cultural marketing concept and model of system, more in-depth analysis and research, and induces the airlines a set of systematic methods of cross-cultural marketing. Retrieve confirmation through the network, the current research in this field is also related to a system of literature, so innovative.2it is based on the cross-cultural marketing concept, the key is put forward in the process of Chinese aviation enterprises to exploit the international market, should strive to improve from several aspects, has strong practical significance, so innovative.On the other hand, there are also some deficiencies in this paper. Since marketing model on Asian airline, cross-cultural marketing literature is less, and multifarious scattered, lack of system in detail. Combined with practical experience, the lack of correlation of some of the theory and method research is not enough in-depth, so individual point of view of cognitive is relatively shallow, this is the deficiency of this article. In the future study and work, will strive to make up for the inadequacy of this aspect.