Research On Marketing Strategy Of China Cargo Airlines Company

Logistics is regarded as the third profit source.With the development of our social economy,logistics industry plays a more and more important role in all fields.At the same time,it also appeared as ‘hot' modern logistics in our country and more and more enterprises,local government departments and scientific research institutions value more about logistics' importance.To boost the development of logistics industry,it has been put on top of agenda for national economic and social development.Under this background,logistics enterprises have sprung up.Due to the market is still young,the competition is basically in a state of disorder,which makes it a greater challenge for the survival and development of the enterprise in the field of logistics.In the area of Aviation logistics,the global air cargo market is facing new challenges,market competition intensified after the economic crisis in 2008.China's macroeconomic is very suitable for the development of international air cargo.Due to the European and American economic downturn,Europe and the United States and even the whole world have been affected by the amount of air cargo transportation.Shanghai,as one of the economic hubs in Asia-pacific region,is an important international port of import and export goods.With the opening up of China's aviation industry gradually,more and more foreign airlines entered China market,which leads to more severe competition.Combined with the express company enter cargo market,and with the influence of international economic situation,market competition is in the white-hot stage.At the same time,China's economic development is still going rapidly,express delivery industry,logistics industry and related industries such as cross-border e-commerce are all in rapid development,China's air cargo have huge development potential in the future,major airlines and logistics enterprises would not miss this opportunity.Thus,domestic airlines have to think how to win market place in the fierce market competition,how to take effective marketing tools to improve market share and achieve a leading position.This paper takes China cargo airlines marketing as research object.Firstly,this paper studies the modern marketing idea and marketing strategy,marketing mix,and the basic theory problem.It laid a theoretical foundation for the research of the full text.Secondly,the article analyzes the external market environment and internal marketing environment of the air cargo shipping freight.Moreover,on the basis of SWOT analysis of air cargo aviation logistics marketing strengths,weaknesses,opportunities and threats analysis,provides support to its marketing strategy choice.Secondly it discussed the marketing target of air cargo,market segmentation and target market selection as well as market positioning.Finally,this paper puts forward the concrete marketing strategy and implementation method.We hope to better understand the aviation logistics marketing problems,and help with better developing logistics marketing strategy.