A Study Of Marketing Strategy In Ningxia Airport Routes

Along with the growing needs of the community and the rapid development of the national economy, aviation airports are playing an increasingly important role in regional economy and social life. Aviation industry is a significant strategic industry in China’s economic and social development, the level of its development can reflects the modernization progress, economic structure, the level of openness, the regional economic competitiveness and some other aspects of a region or a country. Ningxia located in the western undeveloped area, developing the airline transport industry is essential for the construction of open economy experimental area in inland and comprehensive Free Trade Zone, for the construction of China-Arab’Silk Road economic zone’and the extension of openness. Because Ningxia is the permanent site of Ningxia-Arab Economic and Trade Forum, which provides a good opportunity to develop the international routes to Middle East countries for Ningxia airports. Therefore, the research of the marketing strategy in Ningxia airport has a useful impact for its development.This paper has studied and reviewed PEST, SWOT, STP,6PS, relationship marketing and integrated marketing communications theories, combined with the current routes, to analyze the opportunities and threats, advantages and disadvantages faced by Ningxia airport, to identify the current marketing environment, to find the problems and factors which are restricting the development of the routes marketing, so that to give some suggestions about the future development to help promoting its development. This paper concluded that the main marketing strategy for Ningxia airport is to establish a complete marketing management system, to identify its strategic direction and to adjust the corresponding strategy, in order to accomplish the vital project, thus, have an innovation impact for the research of the marketing in western area’s airports.