Research On The Marketing Strategy Of CA Commerial Aircraft Corporation

China established a commercial aircraft manufacturing company in 2008 in order to manufacture and service large commercial aircraft with Chinese independent intellectual property rights.After ten years of hard work,the new regional passenger aircraft produced by the company has been put into the domestic civil aviation passenger transportation market in 2016.The medium and short-range narrow-body passenger aircraft designed and developed by the company has completed the first test flight in 2017 and entered the airworthiness certification stage.It is expected to be put into the market after three years.However the global commercial aircraft market has been firmly occupied by Boeing and Airbus for nearly half a century.According to the global civil aircraft market forecast by the international aviation association in 2018,with the development of global economy,the demand for passenger and freight in the global civil aviation market shows an increasing trend.Large commercial aircraft demand,especially the demand for short-and medium-range narrow-body aircraft growth trend is obvious;In the next five to ten years,excluding force majeure factors,the price of aviation fuel that accounts for the largest proportion of transportation costs will stabilize in the range of 80 to 100 us dollars.A large number of aging aircrafts will be replaced.A series of favorable market conditions have provided a huge of opportunities for Chinese commercial aircraft manufacturers.However,facing the duopoly market of Boeing and airbus,it is also facing severe internal management difficulties and obstacles to extend global market.This paper will study the marketing strategies of commercial aircraft in China and formulate marketing strategies for the enterprise,focusing on which customers to serve and how to provide customer value.This paper will use STP theory to study market segmentation,target market selection and differentiated product positioning.It also use 4Rs theory to study the specific implementation of customer relationship,correlation,reaction,relationship and return in marketing strategy.In addition,this paper also involves the use of customer perceived value theory to study supply design in order to improve customer perceived benefits.