Research On Air Cargo Marketing Strategy Of Mu Zhejiang Company

At present,China's express industry and logistics industry and cross-border e-commerce and other industries show a prosperous development trend,China's air cargo sector development has also shown a new development trend,there is a huge potential market has yet to be opened up,Zhejiang as a coastal economic zone of the source,air cargo volume accounted for about one-fifth of China's overall air cargo volume,Among them,the export volume of air transport has reached 30% of the total national air exports,driven by this market situation,the Zhejiang market has become the must for of various airlines.Since its establishment in zhejiang province in 1992,MU airlines has been actively developing the cargo market.During the continuous development of China's aviation industry,a large number of foreign airlines entered the domestic market and occupied market resources.In addition,large and small express companies also appeared in the market to seize the market cargo volume,leading to the market competition is in the white-hot stage.Therefore,how to occupy a favorable position in the market competition and promote the increase of goods quantity and market share through feasible marketing strategies to achieve stable development becomes the main content of this paper.This paper takes the air cargo marketing of MU zhejiang company as the empirical research object.Through reading relevant domestic and foreign literatures,and using related theories and research methods such as marketing strategy,STP and SWOT,it first analyzes the external environment,internal environment and SWOT of air cargo of MU zhejiang company,and finds that the company has problems such as no innovation in product strategy,inflexible price strategy,targeted promotion strategy and single channel strategy.Then,according to these problems,the domestic and international target markets were selected through the subdivision of products,customers and voyage,and the domestic express market was established with general goods as the main market and the seasonal fresh goods market as the secondary market.International direct to the main,transfer to auxiliary network to achieve full coverage of the market positioning.Finally,based on the product strategy,we need to improve the existing products,establish a new mode of sales per ton and air,and customize personalized products.The price strategy can be adjusted flexibly according to factors such as flight time and goods value.The promotion strategy can be improved through the sales agent reward policy,the development of heavy goods veneer income policy;Channel strategy should integrate agent resources,vigorously develop direct customer sales,broaden international sales network and other aspects,put forward the optimized marketing strategy of freight business of MU zhejiang company.It is hoped that the research in this paper can bring help to the improvement of air cargo marketing strategy of MU zhejiang company,help the company to form stronger competitive strength,improve its market share,obtain more ideal sales performance and achieve stable development.