The Research on Civil Passenger Service Strategy based on Internet Thinking

DOI

10.2991/icemet-16.2016.125How to use a DOI?

Keywords

Service marketing; civil aviation service; 7P.

Abstract

As the quick development of the national aviation market, competition among major market players has been severe in recent years, even though it seems to have been in a smooth status. Hubei Airline was established later than other local regional players; therefore, in order to incessantly enlarge the customer pool, to enhance the loyalty of the customers and to improve the core competitiveness, Airline has carried out Internet Thinking. However, there is still a long way to go to compete with the giant airlines, particularly in the perspectives of target positioning, customer segmentation, service experiencing of membership, service value driving and so on. This paper studies the fields of customer segmentation, target market selection and positioning via analyzing the existing problems and the causes of the Internet Thinking on the basis of the views of service marketing. Based on the Internet Thinking, this paper finally proposes reasonable solutions concluding the fields of regional differentiation, concentrated marketing strategy, 7P portfolio, customer-faced marketing strategy and feasible safeguard.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shujia Wan
PY  - 2016/05
DA  - 2016/05
TI  - The Research on Civil Passenger Service Strategy based on Internet Thinking
BT  - Proceedings of the 2016 International Conference on Economy, Management and Education Technology
PB  - Atlantis Press
SP  - 608
EP  - 611
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemet-16.2016.125
DO  - 10.2991/icemet-16.2016.125
ID  - Wan2016/05
ER  -