Research On Optimization Strategy Of S Aviation APP

The SASAC put forward relevant requirements in 2015,that is,the proportion of direct ticket sales of Air China,China Eastern Airlines and China Southern Airlines should reach more than 50% by 2018.In addition,the agency fee of each airline company should be reduced by 50% compared with that in 2014.The focus of airline marketing is also on "raising direct revenue and reducing agency fee".For airlines,increasing the proportion of direct sales is mainly to improve the direct marketing ability of airlines to passengers.Common online direct selling methods include official website sales and app sales.Airlines have a long history of official website sales and have stable channels and user groups.As an emerging application for the development of mobile Internet,app has the advantages of low cost,comprehensive information,high flexibility and promoting direct selling,but at the same time,it has a small user base and is highly homogeneous with the sales content on the official website,Compared with OTA platform,there are some problems,such as single information resources,simple functions and less user selectivity.Therefore,under the current marketing channel,how to formulate the optimization and improvement scheme strategy of aviation app drainage,so as to realize the effective drainage of aviation app and improve the marketing ability and market competitiveness of aviation enterprises is the main research content of this thesis.S aviation,founded in 1993,is one of the important enterprises in HN Province,a special economic zone in China.After 28 years of development,s Airlines has been honored as one of the four major airlines in China,which are tied with Air China,China Eastern Airlines and China Southern Airlines.By 2020,s Airlines has carried out more than 1800 domestic routes,involving 9 domestic regions in China,including North China,Dalian,northwest,Xinjiang in the north and East China,southwest,Central South,Changsha and Hainan in the South;A total of 266 international routes have been flown,connecting with five continents and involving nine international regions in the world.Domestic and foreign routes are linked to create an efficient and huge route network.With the continuous development and growth of S Aviation,S Aviation app is also facing the pressure of homogenization competition and OTA platform competition.Making lower operating costs,making higher marketing efficiency of S Aviation app is a major challenge that s aviation is currently facing.App drainage is an effective way to increase the number of APP users,increase business exposure and enhance user stickiness.Formulating effective app drainage optimization strategies can effectively improve the marketing development of S Aviation app,build a competitive marketing network,build apps with their own characteristics and strength,enhance direct selling ability and stimulate the marketing vitality of S Aviation,Promote market-oriented development,improve user stickiness and loyalty,and realize the continuous growth of enterprise revenue.This thesis analyzes the current situation and problems of S Aviation app,analyzes the strategic environment for the development of aviation enterprise app marketing by using PEST analysis,studies the four main macro environments of aviation enterprise marketing: politics,economy,social culture and technology,and obtains the optimization strategy of APP drainage in S Aviation marketing,including user drainage optimization Product drainage optimization and information drainage optimization,and form specific optimization strategies,methods and suggestions,so as to provide reference for other aviation enterprises of the same type,bring more in-depth thinking and Enlightenment to APP development,and put forward prospects for the wide development and application of aviation app in the future.