H Airline Product Marketing Research

With the rapid development of the national economy and accelerated global economic integration, aviation as a vital component in logistics and transportation industry is welcoming an era full of opportunities and challenges. With the Maturing of aviation market, increasing of airline's capacity as well as number of passengers, the market becomes increasingly competitive. In addition, international airlines joins domestic market to compete while ground transportation industry develops fast, like high-speed train industry, which all bring strong impact on aviation market. External market is complicated while some domestic airlines do not have ability to deal with the fierce market competition. The issues as constrained by marketing concept, lack of aviation products updating, extensive product marketing, in short of experience in market demand control are all affecting the development of the airline. Therefore, innovation on the airline management structure and marketing are imperative.This paper contains 6 chapters, focusing on research with the theme of H Airlines' products marketing and get. some useful conclusions through in-depth analysis of marketing theory. First of all, value resonance between enterprise products and consumer groups. Only when the planning value of the product meets the needs value of the consumer market, the product marketing can make success, which is the theory basis of H Airlines'product marketing. In the actual aviation business' competition, value-orientation can be realized by quality of service. Secondly, service product segments conclusion. In view of the special circumstances of the aviation market, demand for aviation products' properties varies per different types of consumers. To expand the market to stimulate consumer market potential, H Airlines must highlight demand property, cleverly combined service offerings, and to ensure smooth convergence then meet the needs of the majority of consumer groups, finally achieve the maximization of maximum corporate interests.In addition, the paper closely connects with enhancement of the core competitiveness and creation of high-quality brand, combines with the current domestic and international air transport market, makes the macro market environment analysis of H Airlines, microscopic consumer demand investigation as well as internal factors summarization, to research on product marketing of H Airlines. According to the aviation industry data and company operation status, this paper brings up the idea of full market segmentation and completes market positioning as well as builds marketing system and optimizes the marketing mode. This paper offers some feasible suggestions for H Airlines' future product marketing.