| In the modern railway transportation,road transportation and civil aviation transportation comprehensive transportation system,civil aviation transportation has established its unique industrial position with the advantages of fast,safe and comfortable.At the same time,with the development of China’s economy and frequent foreign exchanges,civil aviation transportation plays an increasingly important role in international exchanges.In recent years,civil aviation industry has entered a period of vigorous development.As a national airline with Shandong as the main base,SD Airlines has established a large triangle route network covering the whole country.But at present,with the increasing competition in the civil aviation industry,the impact of high-speed rail network and the rapid development of low-cost airlines,the economic benefits of SD aviation have also been impacted unprecedentedly.Facing the industry situation,SD aviation must innovate the marketing service mode,improve the internal management efficiency,break through the current development bottleneck,and comprehensively enhance the core competitiveness of the enterprise.In this paper,combined with STP theory,7PS marketing mix strategy related theory and research status,SD airlines and marketing status were described,pointed out the problems and reasons of SD Airlines marketing,and from the macro and competitive environment,analyzed the current environment of SD airlines,at the same time,analyzed the consumers of SD Airlines,in order to determine the marketing strategy of SD airlines Then,it subdivides the market of SD airlines and locates the target market of its marketing implementation.It expounds the implementation process of marketing mix strategy of SD airlines from seven aspects of product,price,channel,promotion,personnel,service and tangible display,and finally puts forward the safeguard measures.By analyzing and optimizing the current marketing environment and strategy of SD airlines,this paper provides suggestions for the company’s marketing,provides certain reference for the marketing decision-making of SD airlines,and explores the marketing strategy for the development of airlines under the normalization of the epidemic situation,which has certain reference significance for the current research on the marketing strategy of China’s national airlines. |
