Research On Marketing Strategy Optimization Of PC-24 Aircraft In China

In some of the world’s emerging and rapidly growing business jet markets,such as China,most of the business jets entering the market are midsize and jumbo jets.Light business jets are hardly visible on the tarmac of business jets at airports in major cities such as Beijing,Shanghai,Guangzhou,and Shenzhen,or in the fleets of business jet companies,contrary to the West.In Western markets,buyers of business jets typically upgrade from small business jets to medium and large business jets;In the Chinese market,new buyers tend to buy large jets from the start,resulting in a negligible share of light business jets in the Chinese market.However,this obvious market vacancy also shows that light business jets have great development potential in the future Chinese business jet market.The PC-24 is a "super versatile" light business jet produced by the Swiss company Pilatus Aircraft,which has sold nearly 200 worldwide since the first aircraft began deliveries in 2018,and there are still plenty of orders on the production line.It is a very competitive model in short supply in the European and American markets,but there are no plans to introduce it to China at present.This article mainly analyzes the optimization of the marketing strategy for the PC24 light business jet in China,using research methods such as literature search,interview research,and tool analysis.Guided by STP and 4Ps marketing theories,through the analysis of the marketing environment,strategy,and current situation of the PC-24,it is found that the PC-24 marketing strategy has problems,such as slightly lower speed and longer delivery time compared to competitors,Pricing is high and lacks flexibility,with insufficient global sales channels,sales channel is comparative single in China,a lack of exposure in the Chinese market,and insufficient business capabilities of Chinese sales personnel.Propose corresponding optimization suggestions and measures for STP and 4Ps marketing strategies in response to the identified problems,aiming to provide inspiration for the PC-24 entering the Chinese market,provide reference for the optimization of its marketing strategies,and also provide reference for the improvement of marketing strategies for other Pilatus aircraft models in the Chinese market.The research conclusion of this article concludes that PC-24 aircraft has opportunities to develop in the Chinese market in various aspects such as politics,economy,culture,and technological environment.However,due to the fierce competitive environment in the Chinese market and the significant threat of substitutes,promoting PC-24 in the Chinese market requires corresponding market and marketing strategies,as well as paying attention to and timely responding to the threats of competitors and substitutes.For the marketing strategy of PC-24 in China,it is recommended to adopt a combination of growth oriented strategy(SO)and diversified business strategy(ST),expand sales channels,increase market coverage,seize market opportunities,and achieve rapid growth.The market positioning should focus on mid to high-end users,small and innovative business owners,as well as users in special application scenarios such as medical aid,rather than limited to the government agency market.For the marketing strategy problems found in the research,solutions were proposed,such as improving the quality of after-sales service and establishing 4S stores in China;Provide targeted discount plans,provide financial services,and promote the sharing economy;Provide personalized services,strengthen brand value,and provide value-added services;Increase distributors,establish direct sales channels,and strengthen marketing;Emphasize the promotion of new media platforms,expand sales networks,and improve the business capabilities of sales personnel.