Research On The Passenger Service Marketing Strategy Of M Branch Of Ningxia Airport Company

With the rapid development of China’s economy and the increase of per capita disposable income the dependence of passengers on air travel has gradually deepened and civil airports have entered the peak period of large-scale construction.However,due to the closeness and monopoly of the airport and the stereotyped services and solidified old marketing methods of civil airport sit is increasingly difficult to meet the growing demand of passengers for personalized and diversified services.In addition the increasingly perfect high-speed rail and highway network has seized the transportation market further crowding the living space of the airport the market competition is increasingly fierce.The research object of this paper is M Airport which is close to the famous desert scenic spot and has become an important tourism branch airport.M Airport is faced with many complaints from passengers lack of personalized brand low popularity and social influence.How to innovate and improve service means,optimize service process improve service quality establish airport brand image form its own unique competitiveness targeted to achieve passengers’ thoughts and wishes and provide unique and pleasing airport passenger service is its focus.This paper conducts a systematic investigation and research on the service marketing strategy of M Airport using the methods of field survey interview questionnaire survey etc.starting from the service marketing mix theory and combining with the relevant literature of airport passenger service marketing analyzes the environment and current passenger service marketing strategy of M Airport and finds that it has problems such as less service categories passive ticket pricing and limited channels.On the basis of 7Ps service marketing mix theory and STP theory aiming at these problems this paper puts forward service marketing optimization suggestions such as improving product network providing differentiated services attracting accurate pricing of transport capacity building airport economy and establishing strategic cooperation,so as to innovate passenger service methods and means of M Airport improve passenger service level and service quality of M Airport and improve the comprehensive competitiveness of M Airport.