Study On The Effect Evaluation Of Civil Airport Marketing Strategy

With deepening of civil aviation industry reform and quickening of civil airport construction speed recent years.More and more civil airport managers gradually realized that it is difficult to adopt the development of civil aviation industry merely by Geographic monopoly and natural increase of airport.Airport marketing is getting more and more important in airport management.So,many airport carry out marketing work energetically by develop corresponding marketing strategy.But it is tough to evaluate the effect after the implementation of marketing strategy.The effect can not be reflected only by annual amount of passengers and cargo of airport or flight movement.Therefore,it makes sense to establish a system of airport marketing effective evaluation and comprehensive evaluation model.By coming civil airport marketing strategy theory and management assessment method,this paper will carried from some ways: the state of civil airport marketing strategy and it is evaluation indicator system,comprehensive evaluation of the civil airport marketing strategy effect,how to improve marketing strategy level and so on.First,this paper gibed a detailed introduction on the relevant knowledge of civil airport marketing and determines all factors which marketing effect can reflected.From the 6marketing focus of civil airport: Airlines,passengers,government,customers,other non aviation airport and the surrounding community and staff,combined with the airport "economic" and "public welfare" two characteristics as the evaluation dimension design of 26 evaluation indexes,constructs the evaluation index system of Civil Airport Marketing Strategy effect.Then,this paper designed questionnaire collect date to figure out subjective and objective weights of marketing strategy effect evaluation index system by using analytic hierarchy process and entropy-weight method.This paper eventually chooses multiplication integration means to combination weighting and determines indexes weight in order to increase the accuracy of the index weight.Finally,to evaluate the effectiveness of the Civil Airport Marketing Strategy using the grey comprehensive evaluation method,the civil airport in 6 marketing focus marketing effect were obtained,further analysis of the throughput of different airports in the 6 marketing focus marketing effect,then the results were analyzed.The results show that the design of the index system and the evaluation model used in this paper can reflect the effect of the existing marketing strategy of civil airport objectively and accurately.Therefore,the evaluation index system and evaluation model of civil airport marketing strategy proposed in this paper has theapplication value of civil airports in China to evaluate the effect of marketing.