Study On The Key Account Marketing Strategy Of China Airline

Since the "Twelfth Five Year Plan", the government increased the policy to support Chinese civil aviation industry. Major airlines have increased capacity, However, it also brings up the problems such as capacity exceeding the demand in local markets, the decline in profitability, and the increasingly fierce competition in civil aviation. Airline company's key account, which contributes large purchases, high consumption frequency, and stable profit,, is the "two eight principles" in the 20% part of the customer, bring 80% profit for airline, is scarce strategic resources and the embodiment of the comprehensive competitiveness, thus become the focus of major airlines competition.How to effectively maintain the existing Key Account, to develop new Key Account, and to take targeted marketing strategy in this case, will play a decisive role to stably enhance the airline's market share and profit level.This paper first described the development situation of domestic civil aviation enterprises and future prospects, illustrated by the current key account marketing services situation of X Airlines and China civil aviation, then using SWOT model to analysis the four key factors which influenced X airlines'key account marketing, Discussed on the interaction and relative strategies. Then the thesis analyzed main problems existing in Key Account marketing of X Airlines, oriented on its strategies of distribution, promotion, service and sales channel. Based on mastering the marketing present situation and the problems of the X Airlines, the thesis proposed the X airline customer marketing strategy from four aspects including customer product optimization, price optimization, channel optimization, promotion optimization, centering on the main thought of differentiated marketing and relational development marketing, combining with the new club marketing, three party cooperation mode, Internet marketing, key account manager system model. Through the above steps, it ultimately determined the X Airlines'key account marketing optimization idea and method.The thesis uses Key Account Marketing Strategy of X Airlines as research objective, and unifies the related theory knowledge and the actual operation of X Airlines, The background of the development of civil aviation and general aviation in consumption, X Airlines should be adjusted to upgrade customer marketing strategies, improve overall, according to the existing problem to carry out effective measures, The method not only for X Airlines, China airlines are necessary for such reflection.