Research On Optimization Of Marketing Strategy Of Air Travel Products Of Gansu Airport Group

Due to the unique attributes of civil aviation industry,it has certain industry barriers.In recent years,with the development of civil aviation driving into the fast lane,it has gradually transitioned from the buyer’s market to the seller’s market.At the same time,flight delays have led to frequent problems such as the continuous decline of normal release rate,vicious competition between adjacent airports and serious homogenization of route opening.In view of this,the Civil Aviation Administration issued a notice on "Control the total amount and adjust the structure".The industry policy of Gansu will take overall control of the overall future development of the industry.For Gansu airport group,which has gained the main market increments by adding the new flighttimes,policy changes have led to limited development of the main aviation industry.The original market growth mode has been unable to meet the requirements of the policy.Meanwhile,COVID-19,which broke out in 2020,has devastating the development of global air transport.Under the environment of limited total amount of new times and normalized epidemic prevention and control,how to further seek internal growth power and continuously improve development quality on the premise of consolidating the existing market scale,and formulate reasonable and feasible aviation and tourism product marketing measures through research and analysis,so as to provide reference for the future development of Gansu airport group and improve the overall development level of the main aviation industry.Based on the research on the marketing strategy of air travel products of domestic airports and airlines,this paper will conduct as "propose questions-analyzes issues/problems-provide solutions".Firstly,it analyzes and expounds the overall situation of the current domestic air transportation business development and the limited development of Gansu airport group due to historical reasons;secondly,it expounds the civil aviation related concepts,research methods and ideas used in this paper;thirdly,it analyzes the current situation of air tourism products and the marketing of Gansu Airport Group Analysis;then,it analyzes the overall marketing environment of Gansu airport group,and puts forward the optimization,upgrading and improvement of the existing marketing strategy according to the problems reflected in the analysis.Finally,focusing on exist problems in the current aviation and tourism product marketing work of Gansu airport group,such as obvious off peak season,single product type,imperfect channel,lack of team and so on,focusing on "7PS" and the combination marketing theory,this paper gives proposal accordingly from different aspects: expanding product supply,reducing product price,improving marketing channels,actively carrying out promotional activities and building a complete talent system.In order to ensure the smooth implementation of the aviation and tourism product marketing strategy of Gansu airport group,this paper puts forward safeguard measures from the aspects of policy,system,capital,personnel and technology,so as to continuously improve Gansu civil aviation Expand the development level of the air market and help enterprises develop with high quality.The research results of this paper can provide practical guiding significance for the optimization of air travel product marketing strategy of Gansu airport group in the future,help it improve the market competitiveness of air travel products and improve the economic benefits of air travel products;in addition,the research results of this paper can also be a valuable reference for airport companies in the same industry in terms of main air products.