Research On G Airlines Domestic Passenger Marketing Strategy

In recent years,China’s air transport industry develops rapidly,but the competition is increasingly fierce.As one of the three major state-controlled airlines in China,company G is facing the changes of the environment and industrial competition.From the perspective of government regulation,the aviation passenger market and the core market are more tight.From the perspective of customers demand,air travel is becoming more and more popular;From the perspective of alternative competitive services,high-speed rail has a diversion effect on air transport services.At the same time,the company needs to further improve its airline layout,service quality,customer experience,key account marketing,frequent flier,and core market share.Therefore,this paper studies the optimization of domestic passenger transport marketing strategy of G airlines,and the main research contents are as follows.Firstly,it analyzes the external environment of G airlines from four aspects:politics,economy,social culture and technology.And then analyzes the marketing strategies of competitors such as China Eastern airlines and China southern airlines,and provides a basis for the optimization of marketing strategies of G airlines.Secondly,we briefly introduce G airlines,and then the theory of service marketing is used to analyze the company’s products,prices,places and promotions in seven aspects,through which the existing shortcomings and problems are identified.The analysis shows that there are some problems in G airlines,such as weak product formulation,unreasonable price strategy,low proportion of direct selling,and poor adaptability of personnel.Finally,using the 7PS theory,this paper puts forward optimization and improvement suggestions for G airline’s marketing strategy from seven aspects,including product,price,channel and promotion.The research of this paper will provide important reference value for improving the marketing strategy of G airlines and improving the competitiveness of enterprises,and also provide important reference and reference significance for the formulation of marketing strategies of other airlines.