Study On Strategies Of Xiamen Airlines To Cope With High-speed Railway Competition

With the opening and operation of domestic high-speed railway,everyone can see the huge development of high-speed railway.High-speed rail has made different degrees of impact in the local civil aviation transportation market.The question how to deal with this kind of new competition is that every civil aviation transportation company can not avoid.Compared with the civil aviation,high-speed rail has significant advantages in short distance travel.So it brings huge challenges to China civil aviation,including Xiamen Airlines.Therefore,in the background of high-speed rail rapid development,how to analyze Xiamen Airlines' advantages and disadvantages and actively develop practical and effective marketing strategy are the important subjects related to the company's survival and development.In this paper,we study under the background of high-speed railway rapid development,Xiamen Airlines how to develop its own marketing strategy to cope with competition from high-speed rail.Firstly in this paper expound the background selected topic.Described in the past few years the rapid development of high-speed railway.Article several air routes affected after high-speed railway opening for example.According to plans for the development of the high-speed railway in China in past several years,it is concluded that high-speed railway will influence on civil aviation in the future.This paper introduces the transportation choice behavior and the 4 p marketing theory.According to the literature,sums up the influence in the traffic tool to select the main influencing factors of passengers.Design questionnaire around these factors and according to the characteristics of transport to do comparative analysis between Xiamen Airlines and high-speed railway.The second,questionnaire survey was conducted to the passenger.Survey content is divided into several parts:basic information investigation,passenger transportation choice behavior and the factors affecting passengers choose traffic facts,Xiamen Airline derivatives bought and engagement survey and the data of questionnaires were analyzed.In the end,based on the above analysis and research,writer uses 4p marketing strategy to find strategy for Xiamen Airlines to face to high-speed competition in products,price,place and promotion aspects.The strategies found in this paper also can be used by the other airlines as reference.