The Analysis Of K Airline Marketing Strategy

Since the reform and opening up nearly 40 years ago,with the rapid development of China’s national economy and the increasing standard of living of the people,the demand for ordinary passengers to travel rapidly increases.China has become one of the most potential air transport markets all over the world.The great demand for airways passenger transport has brought unprecedented development opportunities to the civil aviation industry.Not only many domestic airline companies have taken advantage of the present situation to develop,but also foreign airlines represented by K airline are constantly layout in Chinese market.Since the 1990 s,K airline entered the Chinese market officially.It is a foreign airline company that has the largest number of routes in China.As a personal experience of reform and opening up,K airline not only witnessed and participated in the soaring and rising of China’s civil aviation transport industry,but also faced with the following problems: The vicious low-price competition in the industry is becoming more and more serious,the homogeneity of airline products is serious,and the improvement of passenger service quality encounters a series of marketing difficulties which need to be solved urgently.In this paper,the characteristics of civil aviation products and consumer behavior characteristics as a starting point,with the help of experience economy and entertainment marketing theory research,combined with the conclusion of the in-depth study on the external environment and the detailed analysis of the internal environment of K airline with PEST model,analyzes and reflects on its current marketing strategy from the aspects of marketing management system,marketing channel management,route revenue management and marketing strategy combination.In view of the problems that have been found,the author will combine the characteristics of consumers in the experience economy era and discuss the following aspects: how to enhance the brand image and popularity of K airline,expand new marketing channels,and carry out the reform of entity organizational structure,so as to determine the marketing strategy combination suitable for the development of K airline.And from the organization,management,technology and other aspects to make appropriate countermeasures to ensure the smooth implementation of marketing strategies...