A Research On Marketing Strategy Based On H Branch Of China Southern Airlines

In recent years,with the growth of China's economy and the reform of China's airspace,the civil aviation industry has undergone tremendous changes.The three major state-owned airlines are constantly buying aircrafts to expand scale,adding international routes and domestic feeder routes.The private airlines,such as Hainan Airlines,Spring Airlines and others,are also trying to grab market share with their respective features.Now the China's civil aviation market is blooming,and as it's a monopolistic competition market with high-input and low-output,the homogeneous competition is very serious.As a result,the current market competition is mainly price war,and the profit of each company is unstable,which are often subject to external factors such as oil price and national economic situation.However,with the development of China's civil aviation industry,more and more companies have begun to pay more attention to marketing,and the research on marketing strategy has been deepening.H company is a state-owned airline which in located in Hainan Province.It was founded in 1992,and now become the second largest company in Hainan.In recent years,because of the increased competition,H company's market share is declining,especially compared to Hainan Airlines.And its customers are losing,which has gotten attention of H company.So H company decides to take this opportunity to innovate marketing work,improve marketing quality,and optimize marketing strategy.The thesis firstly focuses on the analysis of the environment of H company in Hainan civil aviation market,including the external political,economic and industrial environment,and the internal management environment,then tries to make an accurate assessment of the conditions of H company from the macroscopic level.Secondly,it studies the marketing status of H company and discusses the problems and shortcomings in the marketing work.Then with the help of the above analysis,the thesis defines the market position of H company,and use the marketing combinatorial theory and internet marketing theory to optimize its marketing strategy.Finally,the thesis designs the support scheme to ensure that the measures can be implemented smoothly.