Study On Marketing Strategy Of SZA Airlines

SZA Airlines,the main operating base in Shenzhen,established in 1992.It's mainly engaged in aviation passenger and cargo transportation business,aircraft fleet size more than 160,passenger traffic volume more than 25 million passengers in 2015.SZA Airline holds the largest market share in the Shenzhen Airport,and is the only main base airlines in Shenzhen airport.According to the international air transport association(IATA)2015 statistics,SZA Airline passengers came to fifth domestic airlines and global airlines 30 th.In 2015,as the government put forward "improve the direct sales and reduce agent" policy and with the development of information technology,SZA Airlines from predominantly B2 B marketing strategy to give priority to with B2 C marketing strategy.Although strategy has been formulated,however,SZA Airline Company on the strategic research and policy analysis has many problems.I think it is necessary to research and analysis the company's marketing strategy and tactics.This paper will be based on the corporate strategy,analyze the marketing strategy,and puts forward specific marketing strategies that can fall to the ground,I hope to provide the reference for the company's marketing development.First of all,the paper will introduce the classical marketing related theory and contemporary marketing strategy method which is involved in this article,and make a preliminary introduction to the research of the status quo.Secondly,according to the analysis the domestic and foreign typical marketing status quo of airlines,the paper will make an introduction of SZA Airlines overall strategy and the relationship between corporate strategy and marketing strategy to ensure the consistency of paper logic.Thirdly,surrounded the company's strategy,the paper starts a detailed analysis from the four aspects of the company's external environment,the competitive environment,industry environment,internal environment by the usage of PEST,Porter's five forces analysis,etc.On the basis of the above four aspects analysis,we get further thinking of the SZA Airlines marketing strategy.Mainly through the SWOT matrix analysis and marketing value chain analysis method as the marketing theory and business practice bonding point,the concrete thinking of SZA Airlines marketing strategy will be extracted.The last but not the least,with the above analysis and the foundation of factual data and the SZA Airline business practice,the paper focuses on the analysis ideas and methods of STP and 4ps.What's more,in terms of market segmentation,the paper puts forward SZA Airlines characteristic "DF" segmentation method on the basic of RFM model innovation.In the aspect of market selection,this paper puts forward three main strategies,and from the product,the price,the place,the promotion aspect proposed the concrete executive optimization strategy.In order to complete the analysis of the current status of the marketing strategy of SZA Airlines and put forward the optimization suggestions.In summary,the paper which is based on the status quo of SZA Airlines as well as combined with industry trends,proposed the implementation and optimization methods of SZA airline marketing strategy.I hope this paper can provide reference for similar airline marketing efforts.