| Experienced the baptism of the international financial crisis in2008, as the global economic slowdown, the effects of the international financial turmoil leads to atrophy of the tourism market, coupled with snowstorms, earthquakes, especially oil prices, Olympic security and other factors, China’s civil aviation marketrare negative growth in the past two decades appear. The same time, along with the acceleration of the pace of opening up of China’s aviation industry, to attract domestic and foreign capital to enter China’s aviation market, the domestic airline industry market competition is more intense than ever. As a late development, weak, inexperienced airport VIP service industries, the development of the domestic airline industry closely related to the market for Inner Mongolia Airport VIP Services Limited, its not only have to face competition from the domestic industry (for example, Shanghai airport VIP services company, Shenzhen airport VIP services company), at the same time, have to face a few from the international market, the face of increasingly fierce competitive pressure, how to develop appropriate not to their own characteristics unique marketing strategy, market development, consolidation of the market to become a top priority. In this paper, the status quo of China’s air transport market and air services market, and the actual situation of Inner Mongolia Airport VIP Services Limited, services marketing theory and Inner Mongolia Airport VIP Services Limited, operation status, the marketing mix suitable for the development of China Southern Airlines strategy.This paper analyzes the operating environment of the Chinese civil aviation market, and isolating the airport VIP services company in the face of external opportunities and challenges, on this basis, through the questionnaire survey method, on the basis of the factor analysis to extract the companyinternal strengths and weaknesses, and through the SWOT analysis, to extract the service Co., Ltd., Inner Mongolia Airport VIP service marketing strategy, specifically:Inner Mongolia Airport VIP services Limited, current market position should focus on business travelers and leisurepassenger services and improve service quality, enrich the services and products to maintain the official source. Emphasis on human resources management, attention to staff selection, training, improve employee satisfaction, emphasis on information interaction between customers and streamline service processes to improve service quality. Finally, the countermeasures and suggestions to improve the overall competitiveness of the Port of Shanghai. |
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