The Research On Marketing Strategy Of Tonghui Aero Engine Maintenance Business

Tonghui("Zhuzhou Tonghui Aero Engine Maintenance Co., Ltd") is a joint venture company to be established in Zhuzhou, Hunan, invested by AVIC Hunan General Aviation Engine Co., Ltd(GAEC, a holding company of China National South Aviation Industry Limited Corporation) and P&WC(a wholly owned subsidiary of Pratt & Whitney under United Technologies Corporation). This company is designed to engage the maintenance, repair & overhaul (MRO) business of specific turboprop engines & APU manufactured by P&WC.In this thesis a comprehensive analysis is carried out firstly in market prospects of Tonghui and then in its macro environment PEST including policies and regulations, economic factors, social culture, science & technology environment; then a Porter five models analysis is carried out in 5 aspects:industry competition analysis, the threat of new entrants, the threat of substitute products, buyers bargaining power, the bargaining power of suppliers; finally an analysis is done by SWOT for the external environment (strength/weakness) & internal environment (opportunity/threat). In the part of marketing strategy, firstly a STP strategy is applied in analyzing its target market from market segmentation, target market selection and market positioning; then a detailed marketing strategy design is done from 4 aspects including product strategy, price strategy, place strategy, promotion strategy & service strategy. Finally based on combing the full marketing environment analysis and marketing strategy design, a detailed description is done by analysis in risks as policy, quality & finance and corresponding measures.The thesis is carrying out a comprehensive analysis around the marketing environment of Tonghui aero engine maintenance business and putting forward the core target "To create maximum value for customers" in its marketing strategy. Based on a clear segmentation & positioning at its targeting market and combining the features of aero engine maintenance business, a series of marketing strategies & measrues are raised, which shall have significant applied value to Tonghui's marketing strategy & planning.