Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021)

Research on the Marketing Strategy of Airline Industry Influenced by COVID-19

Authors
Zhen Fan
Corresponding Author
Zhen Fan
Available Online 4 August 2021.
DOI
10.2991/aebmr.k.210803.045How to use a DOI?
Keywords
Marketing strategy, Airline, Pandemic, Crisis
Abstract

The main purpose of this study is to examine the effectiveness of strategies which are adopted by the airline firms to overcome the crisis in marketing perspective after understanding the impact of the pandemic on key transportation mode (i.e., airline). Based on the analysis of the market situation and the forecast of virus severity for the uncertain future, one most likely happened scenario is selected. With selected scenario, the paper highlights and specifies several popular strategies which are utilized by many of the airline firms, and outlines key implications for the post-COVID-19 self-rescue actions.

Copyright
© 2021, 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/).

Download article (PDF)

Volume Title
Proceedings of the 1st International Symposium on Innovative Management and Economics (ISIME 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
4 August 2021
ISBN
978-94-6239-411-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210803.045How to use a DOI?
Copyright
© 2021, 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/).

Cite this article

TY  - CONF
AU  - Zhen Fan
PY  - 2021
DA  - 2021/08/04
TI  - Research on the Marketing Strategy of Airline Industry Influenced by COVID-19
BT  - Proceedings of the  1st International Symposium on Innovative Management and Economics (ISIME 2021)
PB  - Atlantis Press
SP  - 331
EP  - 336
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210803.045
DO  - 10.2991/aebmr.k.210803.045
ID  - Fan2021
ER  -