| China’s incredibly increasing economy was badly hindered by the global financial crisis in2008. Suffering from the slowing down economy, Chinese airline industry is facing the serious challenge. As can be seen from the half-year financial reports of Air China, China Southern Airlines, China Eastern Airlines and Hainan Airlines, the four major Chinese Airlines have been experiencing financial losses during the past half year of2013, which indicates that Chinese airline industry was still in big trouble. To survive in the impact of slowing down domestic economy and the threat of China’s high-speed railway, meanwhile to conquer the challenges triggered by the increasing industrial overcapacity, reduction of consumer demand and high fixed cost, and finally return to profitability, it is urgent for every airline to adjust the business model and marketing strategy. Therefore, in order to embrace the long-term athlete development, it’s necessary for XX Airlines to improve the marketing channel, by adjusting the outdated sales pipelines and creating healthier ones.In order to apply marketing theory to find a solution for the problems mentioned above, in this work, we will firstly compare the development of domestic and international airline industry, analyze the current marketing channel of XX Airlines for passenger transport market, and then locate the existed problems in the management of marketing channel of XX Airlines. Furthermore, we will discuss the influence of current market environment to XX Airlines and finally propose our solution for the overall improvement of marketing strategy and provide detailed suggestions to implement marketing channel.According to the research about the passenger transport market strategy of XX Airlines, our aim in this thesis is to strengthen the market power and core competency of the company, moreover, to contribute our ideas and solutions as guidance for airline industry to maintain dominance in local market. |
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