Airline Official Website Based On AISAS Model Integrated Marketing Research

With the development of the information-based society,online consumption is increasingly sought after by consumers.Under the background of the country's strong advocate of “Internet+”,the airline's official website has become an important way to transform and upgrade ticket sales.However,due to the advantages of online distribution agency(OTA)sales platform,such as convenience of price comparison,the main ticket sales are carried out through an online distribution agency platform.The airline's official website is relatively passive and passes through the airlines.The research on the official website integrated marketing makes the information of the official website and the passengers more attractive and meets the individual requirements of passengers.The purpose of this article is to use the official website of the airline to integrate marketing to achieve brand marketing and increase the proportion of direct sales.This article examines the current status of the integrated airline official website marketing and takes the perspective of the AISA consumer behavior model with a significant Internet color to share the five consumer behavioral stages throughout the consumer's entire consumption process: attention-interest-search-action-sharing.,Combining the marketing effectiveness factor analysis and score comparison of the official website of 20 domestic airlines of different scales and online distribution agents represented by Ctrip.com,and combining the marketing content of the airline's official website with the integrated marketing effectiveness of online distribution agencies.Evaluation,analysis of airline official website marketing problems,to find the airline official website marketing should be integrated from what aspects.And from media integration,content integration,and marketing method integration,according to passenger contact points at different stages of consumption in the AISAS consumption phase,targeted official website integrated marketing channels and initiatives were designed for the airline's official website and safeguard mechanisms were proposed.This article has reference and promotion value for airlines to increase direct sales,reduce costs and increase efficiency.