Research On The Marketing Strategy Of X-Air Holland Sales Department Under The “Belt And Road” Initiative

Throughout the world economy,national development and industry future,as the process of global integration is continuing to expand,it is imperative for China's civil aviation to accelerate its integration into the world."The Belt and Road" national strategy and the "Going Abroad" policy of state-owned enterprises,which set up a more favorable development platform for airlines and provided a more rich policy bonus,have deeply rooted in people's hearts.The internationalization of domestic market and the fervorization of international market becomes the new trend of civil aviation industry.If Airlines don't take the initiative to internationalize,they will be forced to compete in our gateway.Based on these considerations,airlines began to pay more attention to the international strategic development.In order to accelerate the development of international development,the first priority is to solve the problem of road connectivity.No matter from the perspective of trade or tourism,the accessibility is the foundation.The "land silk road" is mostly mountainous,full of gobi desert along the way,which is difficult to realize the connection in a short time;The "maritime silk road" is a long voyage of which the transportation time is not ensured,and there is a certain risk.However,air transportation will not be constrained by the land and sea conditions.Besides,compared with other means of transportation in the market,aviation has a broad range of radiation and has the advantage of preemption."The Belt and Road" area strenches across the Eurasian continent,with most countries far apart,the advantage of civil aviation's remote transportation is more obvious,so many airlines are opening new international routes in succession and setting up overseas sales departments.As a new overseas sales department built by X airline under international strategy,Dutch sales department have to face following problems: how to adapt to the change of market competition today and survive in market of international top-ranking airlines and low-cost airlines,at the same time how to take full advantage of the effective resources of company in the Dutch market to seek breakthrough,consolidate and improve market share,continuously improve the management benefit of X airline under the overall strategic planning of the company.The paper takes Dutch Sales Department of X airline as the research object.Firstly,introduce the relevant research of policies “The Belt and Road”.Then utilize the PEST and SWOT methods to analyze the outer and inner market environment in details,combining with strategy analysis of the risks and opportunities in the process of internationalization.finally make marketing management strategy research of the sales department from the Marketing Theory of 7P and 4V.then it is concluded following marketing strategies: sales department should use "Long Tail Effect" to plan flight connection of the main tourist sites and create interline fares and products by extending the network at both ends of the China and Dutch airway and forming the whole network with X airline's existing airline network;Promote X airline's local brand image and market influence by actively seeking cooperation with local social media;Strengen direct sales channels in local market and improve sales ability by sales network of other existing sales departments and direct selling channels.Expand the source of tourists in the surrounding market with the help of KLM network and market penetration of distribution agents,It will provide basis and reference for sales department in the future development and competition,what's more,it will accelerate the development process of internationalization for X airlines.