A Study On Brand Construction Of Chinese Private Airlines Based On Contacting Perception Of Passenger

With the rapid growth of the small and medium airlines in China and the continuous entry of foreign airlines,the competition in the domestic air transportation market is becoming more and more intense.As an indispensable part of the comprehensive competitiveness,the role of the airline brand competitiveness is becoming more and more prominent.As a group of comprehensive strength is relatively weak,private airlines have many problems in brand building,the competition in the industry more and more competition in the airline industry,only to strengthen the brand construction and management,enhance the competitiveness of the brand,in order to maintain the competitiveness and seek more long-term development.As an important management subject,the brand construction contains a lot of content,the research direction is different,the stage of brand construction research is not possible.Limited to the length of the path to the brand construction stage of private airlines fuzzy and improper allocation of resources and other major issues,combined with the characteristics of Chinese aviation industry,private airlines,passengers as well as the existing problems,this paper will study on the brand construction of private airlines focus on brand contact management.Try to carry passengers as the main research object,the main factors of brand passenger contact perception of research on brand contact factors of Private Airlines brand equity path and mechanism,and then explore the brand construction of private airlines in China focus and construction path.Based on the related theory and practice based brand equity model,through questionnaires to collect data and then to the passenger,equation of structure model as the main research methods,analysis of the internal relationship between software analysis of private airline brand assets between different dimensions using mathematical and passengers to get in all kinds of factors on perceived brand contact the path of brand equity.According to the above analysis results,improving diffetent brand construction path suggestions for different private airlines based on their brand-building goal and demand.The brand construction path is the construction and management of the brand contact point as the focal point,but also to brand building the brand equity oriented,but also to visitors to the brand the physiological and psychological perception of the core of the contact.