A Study Of SP Airlines Customer Marketing Strategy Under Global Public Health Events

At the end of January 2020,due to the impact of the new coronary pneumonia epidemic,the increasing volume of passenger travel since the Spring Festival began to decline sharply on January 21,in the face of severe prevention and control of the epidemic and extremely shrinking demand for passenger travel,domestic airlines were forced to cut domestic and international flights.With the epidemic under effective control,major domestic airlines quickly resumed flights and the market entered a phase of fierce competition.This was interspersed with a shortage of medical supplies that caused a sudden increase in air cargo and a sudden drop in air cargo after restrictions were placed on the export of unqualified medical supplies,an outbreak of the epidemic in a certain region where people fled in a frenzy,and a hard-to-find air ticket for a certain place after the epidemic was under control in a certain region.The airline market has changed from a relatively stable growth rate to a fast-changing one,and it is important to seize the moment and keep up with the pace in order to survive the epidemic as much as possible.The impact of the epidemic is not only limited to passenger traffic and competition among airlines for a certain period of time,but also has a profound impact on the lifestyle and travel needs of a large portion of the population,which will fundamentally affect the long-term development of the aviation market in the future.In this paper,we take SP Airlines(hereinafter referred to as "SP")as a case study,and analyze the environment of SP Airlines’ customer marketing activities through PEST and SWOT model analysis,based on the study of the current domestic situation and the background of global public health events and the current status of customer development.Identify the problems and causes of the current customer marketing work of SP airlines and find short-term solutions and long-term development direction in line with the current situation,and finally provide a more mature and perfect optimization solutions and suggestions for the customer marketing work of SP airlines.Meanwhile,the research methods and contents involved in this study will also have some inspiration for other airlines to conduct the same type of analysis,and we hope that the results of this paper can provide reference for the analysis of customer marketing strategies and the customer marketing strategies of competitors in the same industry.Similar public health incidents caused by viruses occur from time to time around the world and have seriously affected the development of airlines and even the entire aviation industry,but this is the first time that such a serious global public health incident as the Xinguan epidemic has had such a great impact and affected such a wide range of areas.Other global public health events that occur.The main conclusions of the study are based on improving their financial security and the professionalism of their personnel,being as efficient as possible,high response rates and the need to have considerable flexibility to respond to unexpected public health events and rapidly changing market demands.During an epidemic,even in a highly physically isolated existence,the Internet allows people to be connected,markets fluctuate faster and more dramatically,and demands a higher level of marketing management from airlines.