Research On The Strategy Of Improving The Brand Competitiveness Of A Airline

With the rapid economic development,the domestic aviation market has been further opened up,and the corresponding competitive environment has become very severe.Effectively evaluating the competitiveness of airlines has gradually become an important focus of research.The previous static evaluation model cannot make dynamic changes to the competitiveness of airlines,and the research on the relative change degree can reflect relatively limited economic information,so it is difficult to effectively meet the actual needs of airlines to improve their competitiveness.Based on the premise of the relevant research results at home and abroad,the paper adopts the analytic hierarchy process and the fuzzy evaluation method to make a specific calculation and a detailed analysis of the brand competitiveness.First of all,this paper reviews the current domestic and foreign scholars’ evaluation indicators and evaluation models of airline competitiveness,and then defines the concept of brand competitiveness,and puts forward the analysis and evaluation model and indicators of airline A’s brand competitiveness.Secondly,based on the status quo of the development of domestic airline brand competitiveness of the basic problems.And then build the airline brand competitiveness evaluation index system,the model is applied to A carrier,the index weight of analytic hierarchy process(AHP)is used to determine the brand competitiveness,found that the impact on the airline brand competitiveness level from high to low in turn is: Brand product power,brand influence,brand market power,brand innovation power,brand resource power.Then,the fuzzy evaluation method is used to measure the secondary index of brand competitiveness,and determine the influencing factors and degree of airline A’s brand competitiveness.According to the measurement results,found that A airlines brand competitiveness in the construction of the problems,and finally from the brand product force,brand influence,brand market force,brand resource force and brand innovation of A airlines brand competitiveness to improve the countermeasures,from A airlines internal and external safeguard measures.