Marketing Strategy Research Of HNA Company

With the rapid development of economic globalization,the trade between various countries is more frequent,bringing unprecedented opportunities to civil aviation industry.Zhengzhou airport is China’s first national airport economic comprehensive experimental area,and plans to build a large cargo hub at an early date,which puts forward higher requirements for Xinzheng airport air cargo capacity.HNA company is responsible for the operation and management of each cargo terminal in Xinzheng airport.At present,it has encountered unprecedented difficulties and challenges.Internationally,the global manufacturing system and industrial layout have an obvious trend of transferring to southeast Asian and south Asian countries,which will bring a long-term negative impact on international cargo.Domestically,Wuhan Tianhe international airport,Sf-Ezhou airport and Qingdao new airport are planned to be put into use,and the homogenization competition in the surrounding areas is becoming increasingly fierce,making it difficult to break through the development bottleneck.Through the analysis of HNA’s internal and external environment,combined with the study of the company’s freight capacity,suppliers and customer groups,as well as the existing pricing strategy,this paper finds that HNA has some problems in product line,transportation capacity,product pricing,human resources,and service mode.By using the market marketing theory to HNA on market segmentation and positioning on the product is put forward to design the product according to customer needs and cargo season combination,in the aspect of channel innovation agent mode and direct sales model is put forward,then put forward in terms of price differential pricing according to the market situation,and puts forward in line with the current development situation of HNA company sales promotion strategy.In order to ensure the smooth realization of the marketing strategy,the corresponding Suggestions are put forward in terms of service,technology,talent training and brand culture building.It is expected that the research in this paper can help HNA company to solve theexisting difficulties,make it in the fierce market competition,make steady progress,provide customers with more satisfactory services,achieve sustainable development of the enterprise,and provide reference value for the development of other air freight companies.