Research On Service Marketing Strategy Of Hainan Airlines

In recent years,with the construction and planning of large domestic airports,the layout and improvement of domestic and foreign aviation networks,and the improvement of aviation service quality,my country’s civil aviation industry has ushered in a huge room for development.However,affected by the economic downturn,by 2019,the growth rate of global civil aviation development has dropped to the lowest point in a decade.The sudden outbreak of the new crown pneumonia epidemic in 2020 has completely reversed the pattern of the global aviation industry.A "life and death battle" in the civil aviation industry may become the third major reshuffle in the history of civil aviation.With the development and popularization of the new crown vaccine,the market has gradually returned to normal,and the civil aviation industry has officially started the road to recovery.How to survive under the huge financial pressure,how to occupy a place in the severely frustrated air travel market,and how to stand out from the same competitors are the important issues that Hainan Airlines will face in the future.With the rapid development of the domestic high-speed railway network,the market compression of the civil aviation industry has become more serious.The traditional low-price strategy and marketing model have been difficult to form a competitive advantage.The impact of the blow of various adverse external factors and each big airline company homogenization is more serious,only by finding differentiated advantages can we stand out in market competition.In the 21 st century,in the new pattern of aviation in which the domestic big cycle is the main body and the domestic and international double cycles,Hainan Airlines should change its thinking and focus on service quality and service content.Make more innovations and changes,break through outdated popular service thinking,and combine the latest science and technology to make services more intelligent,refined,differentiated,and emotional.This article conducts research and discussion on the topic of Hainan Airlines’ service marketing strategy.Use the form of questionnaire survey to investigate Hainan Airlines’ customer satisfaction and service needs,find out the problems that Hainan Airlines has in its services,and analyze the whole process from ground service and on-board service.Using PEST and SWOT tools,combined with 7P theory,analyze the advantages and disadvantages,opportunities and challenges of Hainan Airlines.Advantages include HNA’s brand advantage,service-centric corporate culture,certain market share and market recognition;disadvantages include insufficient service details and procedures,normalized service content,lack of personalized service options,and the hardware is getting old.Favorable national policies,the domestic market with increased consumption power,the strong competition among the three major domestic airlines,and the internal capital risks of Hainan Airlines will all be opportunities and challenges that Hainan Airlines will face.Combining internal and external environments,formulate a service marketing mix strategy from seven aspects: product,price,channel,promotion,personnel,process,and tangible display.