Research On Digital Marketing Communication Strategy Optimization Of Airline Retailing

The global spread of the novel corona virus infection in 2020 has dealt a heavy blow to the world’s civil aviation industry.The completion of aviation retailing can not only help improve the service quality of the aviation industry and improve the overall revenue of the aviation industry,but also bring fresh travel experience to passengers and greatly improve the convenience of the overall travel of passengers.This paper takes the development of aviation retailing from the perspective of digital marketing communication as the research object.Firstly,to know the current research status of air travel retail of domestic and abroad,and then analyzes the theories of new retail and digital marketing communication,focusing on the integrated marketing communication theory and SIVA theory.Then the macro-environment analysis and competitive environment analysis of aviation new retail marketing.To study how the digital communication environment can change the production and dissemination of air travel information and how to optimize the consumption experience of the audience in obtaining air travel information.The research found that the existing customer relationship management system does not support the user group function,data label and marketing can not be really combined,and marketing tools and big data platform can not be connected,and a set of AI and big data based solutions are needed to provide decision-making for aviation business;At the same time,in the new digital communication environment,the digital communication network creates new conditions for the cooperation between the upstream and downstream of the air travel information industry chain.The paper uses case analysis method.Analyze the successful cases of airline digital marketing communication to summarize the new channels of direct interaction with customers and new marketing means brought by the enabling of digital technology for airlines;In addition,payment method is one of the important components of the retail industry,which is the key link between airlines and customers.If airlines want to maximize the value of retail,they need to find the right payment method.Finally,the problems and reasons in the development of aviation retailing are discussed,and the development direction and ways of digital marketing in the civil aviation industry are clarified.Bringing the concept of touch points into aviation retailing and using it can enhance the influence on passenger behavior to some extent.In addition,airlines also have all the behavior and transaction data of customers,through which they can create tailor-made experience for passengers.By using the "near field" user data analysis applied by the retail industry,they can find the portrait labels of all kinds of passengers and build "mall in the sky".Auxiliary marketing platform and other publicity channels will provide service information to reach consumers.This paper uses PEST analysis and SWOT analysis to analyze the internal and external marketing environment in the current process of aviation retailing.Based on SIVA marketing theory,it analyzes the marketing status of aviation new retail from four aspects:solution,information,value and approach.It is found that there are serious homogeneity of goods,insufficient use of passenger data,insufficient precision marketing communication ability,backward communication ability to participate in social networks,retail payment experience to be strengthened and other problems.This paper aims at the above problems to find out the reasons for their occurrence,and on this basis put forward the corresponding optimization suggestions,strive to improve the effect of air travel marketing communication,in order to shape the long-term relationship between products and consumers,enterprises and consumers.