Strengthening Branding Awareness And Meeting New Challenges In China’s Shipping And Transportation Market

As one of the "two wings"of civil aviation,general aviation plays an important role in China’s economic and social development.However,with the gradual liberalization of the general aviation market,China’s general aviation transportation enterprises are not only facing great opportunities,but also huge challenges.The paper defined general aviation and general aviation market. It outlined the future development of China’s general aviation transportation enterprises based on the research of their current situation and the forecast on their future development prospects.As the author believed, China’s general aviation transportation enterprises cannot defeat new challenges brought by market liberalization without increasing their brand credibility.It is an effective way to break regional restraint to expand to national business level if a good brand communication is adopted.Communication is the last but not least step for branding establishment. The ultimate aim of branding is to spread out enterprise image and make it recognized by mass consumers. Only via the identical recognition between potential consumers and brand owners, can branding make a final success. Therefore, China’s general aviation transportation enterprises should position themselves and start their branding at soonest, maintain it well, and communicate it with others. Only in this way, can China’s general aviation transportation enterprises deeply rooted in consumers’ mind and become a strong competitor in a positive way in the market.