The Research On Marketing Strategy Of BY Airlines

With the rapid economic growth and the gradual improvement of people's living standard,the passenger demand of China's aviation market is growing,the market potential is huge,and the development prospect is broad.BY airlines has been ranked among the top three of the national airlines.But in the increasingly fierce market competition and complex international situation,BY airlines faces the huge pressure of the reduce of market,cost increase,and profit decline.How to catch the opportunities to relieve bottleneck;how to improve comprehensive management level;how to make Marketing strategies more flexible and efficient;how to reinforce Corporate Image;how to strengthens our competitiveness,has been a problem to be solved.This paper takes the BY airlines marketing strategy as the research content.It analyzes the present situation of by airlines marketing strategy.And use the macro environment analysis,five forces model,4p marketing theory to analyze the marketing environment,to find out the problems in the by airlines marketing.Using the marketing theory to subdivide BY airlines market,select the b target market for positioning.On this basis,improve BY airlines product strategy,price strategy,channel strategy and promotion strategy.From the aspects of safety,marketing new advantages,leadership team construction,creation of service brand,operational etc.This paper puts forward the guarantee measures of BY airlines marketing strategy,and finally formulates the marketing adjustment strategy of BY airlines.