Study On Optimizing Marketing Strategy Of BeiJing Airport Inflight Kitchen

Airport Inflight Kitchen is the catering industry to provide delicious food,cookies and beverage for the passengers and crew on the plane. Under the drive of the development and prosperity of China’s economic and social, Air transport market has been into high speed development period. Since1995, during this decade, domestic air passenger traffic has doubled for many times. According to IATA, the international civil aviation transport organization predicted that China will overtake the United States, as the world’s largest civil aviation market in2030. And Air transport market competition is increasingly fierce. As subsidiary industry of civil aviation transportation industry, catering industry becomes major aviation giant grab market share in the new hot spot. So with fast growth in the macroeconomic and rapid development of air transportation, China catering industry will have a bright future.Facing competitive market increasingly, one of the best weapons is directly pleased passenger’s by excellent food service to win market share between domestic airlines. More and more managers in Airlines become to realize the importance of catering food and enhance the regulation on them. Many airlines pay more attention when choosing the catering company, and would like to use high quality of food to win the marketing share. By constant innovation, focus on the needs of the customers, and accumulated rich experience in airline catering, using the exquisite technology and effective catering marketing strategy, providing the high quality, diversified products and services, catering company can have long-term foothold in the market so as to achieve the purpose of profit.This paper takes Beijing Airport Inflight Kitchen(BAIK) as the research object, on the base of analysis and study of current airline catering market and the resources are limited, combined with the theory of marketing. In view of the catering company’s existing problems in the present situation, it uses PEST theroy, five forces model by Michael Porter analysing domestic and international airline catering current marketing status and development trend and applies micro environmental analysis to BAIK. On this basis, this paper analyzes BAIK in market segmentation, selection of target market and market positioning through STP theory methods, establishes improvement measures in terms of product, price, place and promotion. What’s more, it puts forward to optimizating marketing measures including human resources management, organizational structure reconstruction, performance evaluation and enterprise culture in order to win competitive advantage in order to promote BAIK’s competitiveness of overall market. Finally, these could be a reference for BAIK and have practical significance for other airline catering industry enterprises.