Study On Optimizing Marketing Strategy Of Business Aviation Company D

Business Aviation belongs to general aviation category.It is a way of aviation operation that uses business jet or private jet to provide flight services to specific high-end groups.Business aviation flight is flexible,convenient,private,efficient and distinguished.In recent years,business aviation is developing quickly in China with great market potential,while it is still in primary stage of development.It's vital for business aviation enterprises to accurately grasp and explore market demand,or even create and guide consumption.Marketing is an important part of a company's business activities and the success of marketing even determines the survival and development of a company to a large extent.Company D is a business aviation operating company that established the earliest in China.It has a fleet size of over 30 aircraft currently and its business covers business jet management,charter flight,ground handling service,emergency medical rescue,FBO fixed base operation,etc.This thesis chooses Company D as the research object,and uses marketing theories and the methods of literature retrieval,interview,PEST analysis,SWOT qualitative and quantitative analysis,etc.to do the study work.The thesis firstly analyzes the current situation,market prospect and industry micro environment of Chinese business aviation industry,and formulates a strength growth strategy to Company D according to its own situation.Then analyze the problems and shortcomings in Company D's marketing strategy,following with targeting solutions,i.e.to optimize the STP strategy and marketing mix.Company D should make market segmentation scientifically,choose fully cover target market,and position the company as a domestic leading and internationally well-known business aviation integrated operators and high-end lifestyle service providers.Company D should strengthen service marketing,including rich product type,develop flexible and diverse pricing system,expand and deepen marketing channel,carry out multi-form promotion,attach importance to personnel strategy,enhance business process management and increase service tangible display.In addition,the thesis also give some advice on marketing supporting measuring,including organization management and communication,marketing team construction.The innovation of this research lies in the topic selecting.Business aviation is still in primary development stage in China,and research on the marketing strategy of business aviation companies is not much.This thesis can help to expand the marketing idea,and also provide certain reference to other domestic business aviation operators in terms of operation mode,marketing strategy formulation and implementation..